Shane was juggling a thousand passions — systemic coaching, psychological safety, youth mentorship, family business — but none of it was landing. He was showing up as a generalist coach in a saturated space. His website wasn’t converting. His message wasn’t resonating. He had the wisdom and empathy, but no brand container to hold it.
Where We Brought Value
• Brand Strategy
• Brand Naming
• Finding Differentiation
• Personal Brand Development
• Message and Story Development
• Visual Expression
• Website Design
• Brand Supports and Coaching
What These Values Mean
- Brand Strategy; We clarified Shane’s core purpose and aligned his offerings around family business, emotional intelligence, and psychological safety — crafting a niche that felt natural, not forced. From generalist to trusted guide with a clear edge.
- Brand Naming; We named the business Orunova — a crafted word full of intention. “Or” is Irish for gold, symbolising value and legacy. “U” places the client at the centre. And “Nova” signals new beginnings. Together, it becomes a name that speaks to personal transformation, family systems, and the power of conscious leadership.
- Finding Differentiation; We reframed systemic coaching from an abstract concept to a deeply practical service. By focusing on family–run service businesses and their emotional dynamics, Shane now stands apart from surface–level leadership coaches and cookie–cutter consultants.
- Personal Brand Development; We dug into Shane’s lived experience — hospitality experiences, and family dynamics — and helped him own it as his superpower. We positioned his empathy and intuition as assets, not afterthoughts.
- Message and Storytelling; We developed a brand narrative rooted in trust, emotional safety, and transformation — the kind of language that invites people in and reassures them they’ve found someone who gets it. His story became a bridge, not a broadcast.
- Visual Expression; The logo is a circular symbol, representing Shane’s systemic approach. Within it, fluid drops of water feed into the family system — water being a quiet force that nourishes, shapes, and always finds a way. At the centre, the negative space forms an androgynous conductor — guiding the flow, holding space, and orchestrating change. Just like Shane.
- Website Design; We scoped the structure for a website that brings clarity, not overwhelm — guiding users through Shane’s services while creating a sense of calm and direction from the moment they land.
- Brand Supports and Coaching; We provided ongoing brand coaching to support Shane to implement and apply his new brand across proposals, social posts, and future offers — helping him make consistent, on–brand decisions without losing momentum or clarity.
The Vision
To create safe, courageous spaces where family businesses can untangle their past, listen to each other with respect, and build thriving legacies rooted in empathy, resilience, and truth.
The Brand Solution
We gave Shane the clarity to lead with confidence. His brand now walks beside his clients — not above them — empowering them to face the hard stuff with courage and care. With a bold manifesto, emotional tone of voice, and clear strategy, Shane’s business is no longer pulled in all directions. It’s grounded, focused, and ready to grow — just like the families he serves.