Be Business Fit
Empower Your Brand. Sharpen Your Strategy. Launch with Confidence.
What We Did
- Full-day brand workshop to define audience personas and messaging
- Brand strategy development centred on behavioural leadership
- Tone of voice system for proposals, site copy, and speaker assets
- Logo and visual identity design (icon, palette, typography)
- Website design and build, structured around five core audience types
- Content writing across all key site sections (including future campaign seeding)
- Integration of a lead-generation tool (Leadership Strength Quiz – coming soon)
- Ongoing brand support across decks, workshops, and public engagement
Project Summary
Be Business Fit is the leadership consultancy founded by Sam Heighway, a behaviour specialist and executive coach with 30 years’ experience across corporate HR, global leadership, and workplace investigations. Sam has worked with everyone from multinational boards to overwhelmed startups, with one core belief guiding it all: leadership challenges don’t start with strategy, they start with behaviour.
Her approach is direct, empathetic, and prevention-focused. Whether she’s guiding a CEO through conflict or helping HR leaders navigate cultural change, Sam brings a rare combination of straight-talking clarity and deep emotional intelligence to the table. She created Be Business Fit to help leaders build strength, navigate conflict, and lead with purpose.
We partnered with Sam to reposition Be Business Fit from a trusted consultancy into a confident, values-led leadership brand. Through a full-day brand workshop, strategy development, identity design, and a purpose-built website, we helped build a brand that now speaks with the same clarity and conviction Sam brings to her clients.
The Client Challenge
Be Business Fit had a strong reputation, built on decades of real-world experience. But the brand didn’t reflect that strength. The messaging lacked focus. The visuals felt flat. And the website wasn’t working hard enough to engage its key audiences: CEOs, HR leaders, and employment law firms.
The task ahead of us was threefold:
- Develop a distinctive brand identity that balances professionalism with warmth
- Craft clear, values-driven messaging that speaks to five core audiences
- Design a website that builds trust and invites action without feeling corporate or cold
Sam wasn’t interested in surface-level fixes. She wanted a brand that mirrored the depth and credibility of her work. Something that could support future growth, attract strategic clients, and build a platform for the Behaviour Matters movement.
The Workshop That Set the Tone
Before design, we facilitated a full-day brand workshop. It wasn’t about finding the right words. It was about unearthing what already existed and shaping it into something structured, memorable, and scalable.
Sam brought years of insight and a deep understanding of her clients. We identified five primary personas:
- The Strategic People Leader (HR Director)
- The Visionary Business Leader (CEO/MD)
- The Workplace Legal Expert (Employment Solicitor)
- The Scaling Entrepreneur (Growing Business)
- The Culture Champion (Values-Driven Organisation)
Each persona had unique challenges, language patterns, and goals. Sam had been navigating these conversations for years. Our job was to turn that experience into a repeatable, consistent messaging system.
The line that shaped everything:
“You don’t just create a great culture. You shape it through leadership behaviour, day in, day out.”
That quote didn’t just make it into the copy. It helped define the brand.
The Brand Identity
The visual identity needed to feel smart, trustworthy, and behaviour-first. No clichés. No gloss. Just strength, warmth, and clarity.
Visual System
We created a triangular brand icon to symbolise structure, transformation, and purposeful leadership. Used as both a standalone mark and a pattern, it offers consistency across everything from LinkedIn banners to workshop PDFs.
The palette includes:
- Executive Navy – confident and steady
- Balance White – open and calm
- Engage Orange – used for action
- Clarity Sky – a supporting tone for positive momentum
Typography
The identity pairs Ivy Mode for headings (bold, refined, expressive) with Manrope for body copy (modern, accessible). The effect is polished but human, matching the tone Sam strikes in her work.
Tone of Voice
Sam doesn’t sugar-coat, and neither does the brand. Be Business Fit is practical, human, and purpose-led.
We shaped a tone of voice that is:
- Confident, not arrogant
- Professional, not formal
- Empowering, not fluffy
- Straight-talking, never blunt
This tone carries across everything: proposals, CTAs, website copy, and public speaking engagements.
The Website
The new website was structured around real decision-making moments for its five key audience types. It was designed mobile-first and CTA-intentional. Every page had a clear purpose and a conversational tone.
Key sections included:
- Who We Help
This section uses real language from real clients to speak directly to Be Business Fit’s five core audience types. - How We Work
It outlines Sam’s Strength Model and method, bringing structure to something that’s often intangible: behaviour. - Services
From coaching to investigations, every service page balances strategic value with emotional impact. - Behaviour Matters
This section sets the stage for a future campaign, inviting people into a movement rather than just a consultancy. - Leadership Strength Quiz (coming soon)
A tool to generate leads and offer value, reflecting the interactive and reflective nature of Sam’s work.
The Impact
Since the rebrand:
- Be Business Fit has gained stronger traction with legal and executive clients
- The visual identity is now being used consistently across workshops, proposals, and public speaking
- The brand tone has given Sam the confidence to publish more thought leadership content
- Clients now engage with the website meaningfully, rather than treating it as a digital placeholder
What changed wasn’t just perception. It was positioning. Be Business Fit is now seen not just as a safe pair of hands, but as a strategic partner with a behavioural edge.
Final Thought
This wasn’t just a rebrand. It was the start of a movement. Sam brought the depth and clarity. We helped structure it into a brand that can go the distance.
And it all started with one workshop.
If your brand reflects your past but not your potential, let’s talk.
Let’s build something that speaks before you have to.
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