The Brand identity project for a group of PHD professors who provide evidence-based training, assessment, and development of instructional coaches and their target audience is school district leaders. They wanted a very simple design with emphasis on the letter i for iCOACH. During a neck to neck competition I though I lost this competition despite submitting various concepts. But in last few hours 2 am in the morning I decided to give it another try with a fresh approach and bingo....Success!!!