Leading Second

by NUU Group

99% of leadership comes from within an organization, rather than from the top. However, most leadership resources and networks focus on the lead. Leading Second fills the gap, by inspiring, resourcing and coaching those that give their lives to serve someone else’s vision. Who says that you've got to have a leadership "title" to change the game? It IS possible to lead from the second chair and make impact from where you are. We came alongside Leading Second to create a brand that spoke to an urban tribe of leaders spread across the nation.


Silver in Branding 2018

Created by:

Design Director

Tres Garner

Design Company

NUU Group


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Leading Second

Design Team

Alex Anderson: Strategist, Ceci Castellanos: Designer, Tres Garner: Lead Designer, Jez Babarczy: Creative Director


Entrant Companies

NUU Group, US


Leading Second, US

Individual Credits

Creative Strategist: Alex Anderson, NUU Group
Creative Director: Jez Babarczy, NUU Group
Lead Designer: Tres Garner, NUU Group