Daedalus Coaching | Rebrand

Through the maze to brand clarity

Problem

Kevin Mascarenhas, a believer in the power of technology to drive meaningful transformation, needed a comprehensive rebrand for his business. His new brand needed to not only encapsulate the broad experience of the company, but speak directly to its ICPs - letting them know that Daedalus is the ideal guide to taking their pioneering tech to product market fit.

The Solution

The brand needed to do more than just look good—it had to speak directly to the ambitious tech pioneers it guides. The targeted ICPs tackle complex challenges across industries like SpaceTech, MedTech, and CleanTech.

Here’s how we made that happen.

ZEROING IN ON THE ICPS

First, we got laser-focused on the brand’s ideal clients. Who are they? What do they need? What keeps them up at night? By sharpening the audience definition and insights, we set the foundation for brand naming, messaging and visual identity that resonates.

CRYSTALLISING THE OFFER

With experience spanning a wide variety of industries, the business brings a holistic perspective with a systemic approach to organisational design. But broad doesn’t sell—clarity does. Through intensive workshops, we distilled the value proposition into a compelling, straight-to-the-point narrative that resonates with the right people.

Branding that resonates

BUILDING A BRAND WITH DEPTH

A brand isn’t just a name or a logo — it’s an attitude. As we dug into the company’s ideal clients, a trend emerged: Latinate naming. These names carry a sense of authority, timelessness, and deep-rooted expertise—exactly the qualities his audience values in a mentor and guide.

That insight led us to Daedalus. More than just a name, it’s a statement. Daedalus was a master craftsman, strategist, and problem-solver—just like Kevin, the founder. The brand needed to signal wisdom, ingenuity, and precision. By anchoring it in mythology, we gave it a foundation that feels both elevated and enduring.

Branding that resonates

From Naming to Identity

The brand identity flowed naturally from the name. We developed the concept further, articulating tag lines, and naming Daedalus’ specific coaching process - The R9 Coaching Framework.

We developed a distinct visual language—blending labyrinthine elements for strategy and meticulous craftsmanship in every detail.

The logo? A powerful mark that carries the brand wherever it goes.

Results

A COHESIVE, FUTURE-PROOF BRAND

A complete brand refresh that respects the company’s cross-industry experience while elevating the brand story. Now, Daedalus is a brand that inspires, resonates, and moves its audience to action.

Leading with a bold and distinctive brand name and visual identifier, we created a clear identity that brings together all that Daedalus has to offer, setting it apart from the competition.

Testimonials

What our customers think

Renegade brought their expertise to help us find our market position. What I learned about branding from Renegade cannot be ignored - when the marketplace space speaks, the brand must align. Thank you Renegade for your original work on our brand refresh.
Kevin Mascarenhas
Founder and MD, Daedalus Coaching

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Not sure where to start?

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