The Context
Kinelix, founded by Elaine, is a wellbeing consultancy all about helping people thrive in the workplace. Big corporates, HR teams, individuals—it’s about creating inclusive, safe spaces where everyone feels valued. But while the mission was clear, the brand wasn’t. It didn’t speak to the right people or pack the punch needed to show the impact Elaine was making.
Elaine came to us stuck. The brand didn’t reflect the incredible work she was doing, and without a strong foundation, big dreams—like public speaking gigs or expanding her reach—felt just out of grasp.
The Challenge
Elaine had been muddling through cycles of DIY branding, wrestling with mixed messages and an identity that didn’t align with its ambitions. Corporate clients weren’t seeing the professionalism they expected, and the messaging wasn’t cutting through to show why Kinelix was the go-to partner for fostering workplace transformation.
Elaine needed clarity. The brand needed cohesion. And everything—from the visuals to the messaging and event the name—had to work harder to connect with corporate leaders.
The Outcome
No longer stuck, we delivered a bold, clear brand, ready to lead the charge in workplace transformation. With a strong foundation in place, the business is set to scale its impact, inspire change, and connect with the people who need it most.
Traverse partners with HR leaders to help them navigate the complexities of ensuring a safe and supportive work culture.
Understanding the Audience
Clarifying Elaine’s ideal clients to better understand their responsibilities and challenges was key. We crafted a positioning statement that put the goal of the customers job role front and centre: ending the dread of going to work. The tone? Friendly but professional. Warm but credible. Traverse needed to speak with authority while keeping its approachable, human touch. The brand had to connect with corporate audiences while staying true to the individual coaching that’s at the heart of Elaine’s work.
The Approach
First, we dug deep into where Kinelix was. We carried out a competitive and brand audit to identify opportunities and areas to prioritise. A facilitated workshop allowed us to explore Elaine’s goals and the barriers holding her back, define key characteristics of her brand, choose a new name for the business and collaboratively define a style and visual direction for the project.
Building the Brand
Armed with the focus and clarity needed, we set about translating and communicating this visually. We designed a formal, clean, and minimalist logo along with a visual identity that captured the friendly, colourful brand Elaine had described—designed with an accessible colour palette and typeface. We also created the tools Elaine needed to scale: a brand style sheet, Linkedin banners, editable Canva templates for social media and presentations, and a messaging guide for brand communications.
Positioning Traverse
Traverse is a wellbeing consultancy with a clear and powerful mission: to stop people from dreading coming to work. At its core is a flexible cultural change framework, designed to help organisations navigate the ongoing journey to lasting transformation. Traverse partners with Human Resources and People and Culture leaders who need to make a big impact, even when resources are tight to create workplaces where every individual feels empowered, valued, and capable of thriving.
The consultancy is led by its proud founder, Elaine Travers, whose career spans over 30 years in Human Resources, project management, and change management. For Elaine, this work is more than a professional endeavour; it’s deeply personal. Her dedication to enhancing workplace mental health and embracing neurodiversity was ignited by her own journey, making her work both relatable and impactful.
The results
Traverse emerged from this process with a fresh, cohesive identity that matched its ambition. The messaging finally clicked, giving Elaine the confidence to speak to her audience—whether it’s a corporate HR leader or someone looking for one-on-one coaching.
The visuals brought a new level of professionalism, helping Kinelix stand out in a crowded space. And with a suite of tools designed for growth, Elaine is now ready to take on public speaking, expand her offerings, and keep building her mission of change.
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Working with Bloody Lovely has been transformative for both professionally and personally.
Dan doesn't just offer solutions; he empowers you to find your own path while providing unwavering support. His ability to break down complex ideas, emphasis on authenticity, and knack for creating inclusive workshops have helped me navigate the challenges of being a neurodivergent entrepreneur and share my vision confidently. Bloody Lovely’s unique approach to branding and marketing has been invaluable."
Elaine Travers - Traverse