Leadership Indianapolis

Branding, Logo

When Lacy Leadership Association (LLA) and Stanley K. Lacy Executive Leadership Series (SKL Series) combined efforts to create Leadership Indianapolis, Axiomport developed their new brand identity. The creative brief focused on objective, audiences, key message and brand tone and personality.


Words such as “bold, energetic, aspirational, purposeful, inspirational, forward thinking and diverse” guided the branding efforts. The new logo is built on a circle that suggest the city of Indianapolis, diversity and inclusiveness; the arrow suggests engagement, moving forward and “greater than” to reflect the characteristics and strength of this new venture. We chose new, fresh, bold and diverse colors and typography that is modern, classic, with an emphasis on Leadership. We designed collateral materials, a newsletter, and a website to reflect the energy of the new brand.