New Logo and Identity for Behavioral Essentials by J2

Founded in 2006 by clinical psychologist Rick Breden, Behavioral Essentials applies principles rooted in family therapy to the workplace, using behavioral assessments and coaching to help organizations hire more intentionally, build stronger teams, and develop more effective leaders through greater self-awareness. Recently, Behavioral Essentials enlisted Philadelphia, PA-based agency J2 to help evolve the brand in an attempt to clarify its purpose and establish a visual identity capable of standing out in the still-growing marketplace of coaching, assessment tools, and leadership-development platforms. This new identity leans heavily on scientific metaphors, which makes sense when your founder is a psychologist and your product is behavioral data. But the way J2 got there is a little unexp