Phronesis Strategy
Project Scope:
Brand Identity Design
Stationery
Squarespace Website
Sarah Adams is a corporate strategist who works with organisations at some of the most pressured moments in their existence. Her work lives inside complexity: mapping what's broken, what's possible, and what needs to happen next.
The design brief had one central tension to resolve: credibility and character. Sarah's world is serious - boards, crises, high-stakes decisions, but her brand needed to feel like a person, not just a firm.
In our conversations, Sarah described her work as navigating complex business ecosystems - environments where every element affects another, where the path forward is rarely linear, and where finding clarity requires holding a lot of moving parts at once.
That became the brand icon. A graphic depiction of an ecosystem, shapes that overlap, intertwine and work in synergy — visually expressing exactly what Sarah does: bringing order, direction and possibility to systems that others find overwhelming.
SARAH, PHRONESIS