To help clients overcome personal obstacles and develop resilience, Jennifer Reed recognized the importance of embodying resilience herself. Her last name became the inspiration and metaphor for her coaching identity. The structure of the cattail reed makes it light enough to sway in the wind, however strong enough to withstand harsh conditions. This image of a flexible, yet firm plant became the emblem of the Resilient Reed. The earthy color palette added a level of durability to the brand identity while symbolizing the different seasons or conditions of life. The result was a brand identity system that was simple enough for Jen to successfully launch her coaching career, while being durable enough to last for the brand's lifetime.