Internal Branding

CM Lead. is an internal program created within Critical Mass to support and develop individuals that are seeking leadership opportunities or further learn how to be a better leader for their team. The ask for us was to create a brand identity and design system that the Learning and Development department could use to build out their courses.

(Un)Natural  Born Leaders

Because even naturals have to work for it.

Manifesto

People love to talk about natural born leaders. The ones who make it look easy. 
The type who know exactly what to say and when to say it. But no one sees the work it takes to make it look natural.

Even if you were born with all the qualities of a good leader—and almost no one is—calling it “natural” is misleading. You still have to work for it. Every great leader does. And no one gets there overnight.

But with the right balance of support, mentorship, and hard work, you can get there faster.
And someday, when you’ve put in enough time and effort, people might mistake you for a natural.
Who’s to say it isn’t true?