J.A. Zatland

Designing a space to think

In high-growth environments, speed is rewarded. Decisions compound quickly. Context shifts. Even experienced leaders can lose clarity when everything is moving at once. Jonathan’s coaching practice is built around a diametrically opposed premise: that meaningful change begins by slowing down — by creating space.

Our challenge was to translate this philosophy into a personal brand — one that felt credible to discerning board-level executives, whilst remaining calm, precise, and trusting. And at the heart of the identity is this restraint.

Form following reflection

We begun by designing a visual system that prioritises clarity over decoration, using space as an active design material rather than something to be filled. A roughened paper texture used across the identity marries the digital output of our brand exercise with Jonathan’s personal touch.

An abstract illustration system, rendered in a blue-and-white duotone stipple effect, introduces functional texture without distraction. Our choice in imagery gestures toward generalistic principles rather than prescriptions — dynamic, open-ended, and intentionally in gravitational flux.

Wremena, with its sharp triangular serifs and editorial heritage, brings a sense of seriousness and craft to our identity — a quiet nod to narrative and leadership. And when paired with Basis Grotesque, a modern, disciplined sans-serif, the system is kept grounded and legible.

Designed to be read, not scanned

Built as a single-scroll experience, the website is deliberately paced. Content loads in short, focused statements rather than dense blocks of text, encouraging visitors to slow down and stay present. Subtle interactivity, along with switches from dark and light, reinforce Jonathan’s philosophies of a slower rhythm rather than needless urgency.

The brand positions coaching with Jonathan as a partnership of equals: thoughtful, yet pragmatic, and grounded in real experience. Jonathan’s background — from screenwriting to IPO-stage leadership — is present not just as a résumé, but as an undercurrent shaping tone, judgment, and approach.