Fernwood was engaged by Julian Giacomelli to create a brand identity system and website for his new venture, Heart of Impact Leadership — a coaching and leadership development practice serving mission-driven entrepreneurs.

Julian brings decades of experience as an impact entrepreneur, investor, and business consultant, now united through his certification as an Integral Coach — a holistic and deeply human approach to growth and transformation.

Drawing inspiration from the tenets of Buddhism and the symbolism of the Eastern dragon — representing rectitude, courage, benevolence, respect, honesty, honour, and loyalty — our creative exploration centered on balance: ancient wisdom expressed through a contemporary business lens.

We developed several identity directions before landing on a modern interpretation of the dragon motif, paired with a minimalist visual system that embodies clarity, integrity, and grounded strength.

To bring the brand to life, we facilitated a photography session capturing Julian in his element. He authored his website content, which we paired with curated visuals to create a clean, impactful digital experience reflecting both his philosophy and professional depth.

Working with Julian was a true collaboration — thoughtful, joyful, and purpose-driven from start to finish.