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Gazelles International has long been a leader in executive coaching, bringing together a global network of coaches dedicated to helping businesses scale strategically, build leadership capacity, and achieve sustained success. Rooted in Verne Harnish’s Scaling Up methodology, the organization equips coaches with the tools, frameworks, and support needed to transform organizations.
However, as the executive coaching industry grew more saturated, Gazelles International needed a brand and digital presence that could clearly communicate its authority, credibility, and community. While its methodology was well known, its online presence lacked clarity, making it difficult for potential coaches to see the value of joining the network. Watson Creative partnered with Gazelles International to refine its messaging, strengthen its visual identity, and create a marketing strategy that would resonate with high-performance business consultants and executive coaches.
The executive coaching space is filled with competing certifications, leadership methodologies, and coaching programs. Gazelles International needed to stand out as the premier destination for Scaling Up-certified coaches—not just another leadership training program. Many potential members saw it as simply a certification, rather than an opportunity to join a powerful network of elite business coaches.
The challenge was to reposition Gazelles International as more than a training program. It needed to become a recognized business accelerator, a community of top consultants, and a pathway to credibility for those looking to coach organizations at the highest level. The brand had to communicate not just the value of Scaling Up, but the long-term business benefits of becoming a Gazelles coach.
Watson Creative started by refining the brand’s positioning and identity. The visual identity was modernized with a clean, structured layout that reinforced professionalism, trust, and expertise. The color palette and typography were chosen to convey confidence and clarity, ensuring that Gazelles International felt as authoritative as the businesses its coaches were helping to scale.
The website was redesigned to streamline the coach recruitment process. The messaging focused on the strength of the network, the impact of the Scaling Up methodology, and the tangible business results that executive coaches could achieve through certification. The new structure ensured that visitors could quickly understand the key benefits, access success stories, and see the real-world applications of the Scaling Up framework.
Content was strategically developed to engage potential coaches and business leaders. Case studies demonstrated how the methodology had transformed organizations. Testimonials from successful coaches reinforced credibility. Thought leadership content positioned Gazelles International as the go-to source for business consultants looking to enhance their careers.
The redefined brand and digital presence positioned Gazelles International as the leading Scaling Up coaching network. Executive coach engagement increased, with more professionals exploring certification and joining the community. The redesigned website led to higher interaction, increased time on page, and stronger lead generation, reinforcing the clarity and impact of the new messaging.
Paid advertising and organic content strategies expanded Gazelles International’s visibility among executive coaches. Awareness and engagement increased, leading to higher conversion rates for coach recruitment. The organization’s global reach grew significantly, solidifying its reputation as the premier Scaling Up coaching platform.
“Gazelles International’s transformation reinforces the power of a clear brand and strategy. By elevating its digital presence and aligning with Scaling Up, the organization is now positioned to inspire and empower the next generation of business coaches.” — Matt Watson, CEO, Watson Creative
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
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Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
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