brand strategy
visual identity
tagline development
copywriting & messaging
tone of voicE
brand guidelines
From Spark to Strategy.
Great ideas are only the beginning.
For 23 years, Ninth Edge, a leadership training company in Chicago, IL, has helped leaders sharpen their skills, navigate complexity, and drive meaningful change. Founded by two partners with 27 years of leadership training experience each, the company built a reputation for delivering impactful programs for organizations like Abbott, AbbVie, Billtrust, Conagra, and Discover. But while their work spoke volumes, their brand did not.
Despite their success, Ninth Edge lacked a cohesive identity, a defined voice, and a brand strategy that reflected their influence in the field. Now, they were ready to turn their expertise inward, transforming from a trusted training partner into a leadership brand in its own right.
The challenge was clear: to reimagine Ninth Edge with a brand as sharp, strategic, and insightful as the work they do. This rebrand centers on the belief that effective leadership is both an art and a science, requiring a balance of boldness and precision.
Because in leadership, it’s not just what you say, but how you say it.
moodboards
Sketches
Brand Idea
Leading with conversations.
The path to progress starts with better conversations.
At the heart of Ninth Edge is a simple yet powerful idea:
Better conversations lead to better leadership.
This belief informs every aspect of the brand, from training sessions to visual identity. Leadership is as much about communication as it is about strategy, and great leaders emerge through meaningful dialogue with their teams. Professional teams that communicate effectively create stronger connections, which lead to better working relationships and improved outcomes.
Visual Identity
Form, function, and flair.
Crafting leadership in every curve, color, and line.
The Ninth Edge visual identity is a sophisticated blend of design elements, all crafted to reflect the brand’s commitment to intelligent, impactful leadership, and the pursuit of better, more meaningful conversations. But beyond looking the part for corporate audiences, the brand carries a distinct personality rooted in the dynamic energy and engaging presence of its founders, Greg Miller and Kyle Courtaway. Their unique styles of leadership and presentation informed key aspects of this identity, ensuring that the brand isn’t just professional, but also vibrant, human, and memorable.
At the heart of this identity is the custom logomark and logotype, both meticulously designed to embody the dualities inherent in effective leadership: bold yet thoughtful, dynamic yet grounded.
The logomark, affectionately named “Quip,” is a direct reflection of Greg and Kyle in action. Inspired by the transformative power of conversation, Quip takes cues from quotation marks and a butterfly, representing the interplay of dialogue, growth, and progress. Its multidirectional form echoes the fluid, responsive nature of great leadership, much like the way Ninth Edge fosters impactful discussions that drive real change.
Complementing Quip is the custom logotype, which strikes a balance between geometric precision and human warmth. Designed with expressive details — such as the distinctive forms of the “d” and “g” and the dynamic movement within the letterforms — the logotype reflects the brand’s focus on forward momentum and thoughtful progress. Like the founders themselves, it is structured yet flexible, intentional yet approachable.
The color palette shapes Ninth Edge’s visual identity by balancing vibrancy with sophistication. Bold primary hues like red and blue inject energy, while deep navy and soft cream provide a grounded, refined contrast. This interplay creates a visual language that feels both dynamic and professional, mirroring the brand’s ability to engage, inspire, and lead with clarity.
Typography builds on this foundation, bringing personality and nuance to the brand’s voice. Farao and Beatrice work in harmony to balance playful elegance with utilitarian clarity, while Antikor Mono introduces a technical edge where needed. The humanist warmth and slightly quirky nature of these typefaces are a deliberate choice, echoing the authentic, engaging nature of Ninth Edge’s leadership philosophy, shaped by two individuals who bring their own energy, expression, and perspective to the conversation.
Supporting graphic elements, including brackets and arrow devices, enhance the visual storytelling by guiding the viewer’s eye and adding layers of meaning. The brackets and arrowheads, inspired by the humanist geometry of the logomark, serve as visual metaphors for the journey of leadership: directional, intentional, and always moving.
Together, these elements create a cohesive and meaningful visual identity that not only looks striking but also embodies Ninth Edge’s core values of intelligence, approachability, and impact.
Tagline
Two words. Big impact.
Because the best leaders never stop learning.
“Know Better.”
This tagline encapsulates the belief that continuous learning and self-awareness are the cornerstones of effective leadership. A simple yet powerful phrase that is both a call to action and a promise, it encourages leaders to seek deeper understanding and apply it in ways that elevate their leadership. It’s a reminder that in the journey of leadership, knowing more always leads to doing better.
Knowing better isn’t the end goal; it’s just the beginning.
Brand Tone
Wit meets wisdom.
Where sharp thinking is matched by sharp delivery.
The tone of Ninth Edge is deliberately crafted to resonate with leaders who value clarity, intelligence, and a touch of cleverness. Much like the headlines of The Economist, our communication is both thought-provoking and accessible, blending sophistication with a conversational style. We understand that leadership is as much about communication as it is about strategy, so every word we choose is designed to engage, inspire, and drive action.
In leadership, it’s not just what you say, but how you say it.
applications
Working with atomicvibe design lab and Jon Stapp was a great experience for Ninth Edge. From the very beginning, Jon took the time to deeply understand our vision, values, and the unique positioning of our business. The brand identity he created not only captured who we are but elevated how we present ourselves to the world.
Beyond the initial design, Jon and his team provided exceptional support, helping us develop additional materials that maintained consistency and impact. Their creativity, strategic thinking, and attention to detail were evident in every aspect of the work. We couldn’t be happier with the results and highly recommend atomicvibe to anyone looking for top-tier branding expertise.
Kyle Courtaway
Partner, Ninth Edge Inc.