Behavioral Essentials
Mind your business.
- Brand Strategy
- Brand Identity
- Brand Activation
- Website
- Business to Business
Changing behaviors, not people.
Founded by a clinical psychologist, Behavioral Essentials uses behavioral assessments and coaching to help organizations see themselves more clearly. Their work helps businesses hire smarter, create stronger teams, and grow. We positioned BE as catalysts for that growth. Experts that help leaders find awareness when they need it most so they can respond in real-time with clarity, calm and care. Because when people see themselves clearly, growth happens: the personal kind, the professional kind, and believe it or not, the business kind.
We worked closely with the leadership team at BE to define their brand strategy and shape their messaging in a growing marketplace. We brought it all to life through a distinctive voice packed with confidence and personality wrapped in a visual identity system elegantly bringing together art and science. Sometimes this kind of work can be dismissed as a bit “woo woo”. We made sure this psychology-backed practice was presented as legitimate and powerful for any business that values their people (and bottom line) in that order. We hope you see that clearly in the work.
A System Born from Art and Science
The visual identity brings together scientific sophistication with artful fluidity. The typography (all Google Fonts per client request) and graphic language communicate clinical trust and data-driven results. Motion by Bad Lucky Studio and Ryan Putnam give it life and fluidity. The color chromas embody the beautiful and ever-evolving complexity of human behavior and the psychology of teams.
Limitless Logomark
The logo captures a sense of movement and dimension. You may see a clear vessel, squint again you see an infinity loop, yet again, eyes connecting. We packed a lot into a very simple form that was intended to capture the science and humanity of the work BE does.
Chromatography Creation
Our commissioned artist had a family emergency that derailed our collaboration. We instantly pivoted and began experimenting with materials, inks and processes until we landed upon work that exceeded all expectations. Happy accidents, experimentation, and wide-eyed optimism led to a collection of artwork that would feel at home on any gallery wall.
Beautiful Thought Leaders
Behavioral Essentials has serious street cred when it comes to clinical psychology and the work place. Teaming with the likes of Harvard Business Review, the brand came alive at real life events across the country as well as digital channels targeting business leaders.
Clarity on the Web
BE has some explaining to do. We helped them create a sizable digital presence that not only clearly articulated their offering, but did it alongside inspiring beauty with a confident, approachable voice.
“J2 poured so much heart and time into truly understanding who we are. Their work brought our vision to life in ways we never could have imagined.”
– Lauren Breden, Director of Brand Experience
Guiding Direction
A brand that can look complex at times, is actually quite straight forward. We supplied the Behavioral Essentials team easy to digest, yet incredibly detailed guidelines to bring it all to life.
