VISUAL IDENTITY DESIGN
The Shoal Co.
DATE
Feb 2026
ROLE
Creative direction, brand audit, brand illustrations, colour palette extension, font pairing, social media template design, slides template design
The Shoal Co. is the systems thinking partner for the sustainability space, integrating environmental expertise with systemic strategy and social arts. Their Team Development offering bridges team health and psychological safety to address the internal conditions required for effective, multi-stakeholder collaboration across silos.
This project focuses on crafting a distinctive visual identity that reflects its brand essence while keeping its existing logo and colour palette. The visual identity should convey the analytical rigor and dynamism of systems thinking, and the emotive aspect of social art methodology being used. At the same time, it should convey The Shoal Co.’s engaging methodologies that make complex ideas fun and accessible, and its ability to provide a safe and warm environment to the audience
All logos remain the property of the respective owners.
All photographs supplied by the client, and all logos remain the property of the respective owners.
All photographs supplied by the client are for illustrative purposes only. All logos remain the property of the respective owners.
All photographs supplied by the client, and all logos remain the property of the respective owners.
All photographs supplied by the client, and all logos remain the property of the respective owners.
Testimonial
I engaged Charlotte to support my company’s visual identity design, including illustrations, social media templates for a workshop series and a PowerPoint template. From the very beginning, she was structured, thoughtful, and thorough. She conducted a brand audit to review the visual styles of similar peers and took the time to walk me step by step through key considerations — from visual identity foundations to font pairings and brand colours.
The process felt genuinely co-creative. I always felt that my inputs were heard and carefully considered. Her research and framing also helped me gain greater clarity on my business’s unique selling point, which was an unexpected but valuable outcome.
I would highly recommend Charlotte to anyone looking for a clear, well-guided process with strong communication throughout and beautiful outputs at the end.
- Pei Ya, Founder and Systems Change Facilitator and Strategist, The Shoal Co.
