Bringing a “NU IDDEA” and transformative approach to executive search.
NU Advisory Partners is a women-founded executive search firm specializing in transformative leadership placements for some of today’s most innovative, high-growth companies. Drawing on decades of experience, the four co-founders came together with a shared belief: retained executive search could be done better. They turned to Leibowitz to build a brand and website from the ground up that could capture their edge, confidence, and clarity of purpose.
From the outset, NU’s founders made it clear they weren’t interested in business as usual. They wanted a brand that reflected their individual strengths and collective force — one that could speak to visionary companies without defaulting to industry clichés. The team’s internal mantra, “IDDEA” (Inspirational, Direct, Driven, Empowering, Agile), guided our work on voice and messaging. That tone — expert yet unsiloed, direct but never inflexible — shaped every part of the brand, including a streamlined sitemap and full website content designed to sound unmistakably like them.
Visually, we brought that stance to life through a modern, sharp system that balances energy and polish. The logo mark hints at upward momentum and mutuality — two forms in motion, interlinked and directional. The primary palette blends deep pine green with crisp aqua accents, striking a tone that feels established but not staid. We used vivid architectural imagery and water motifs to underscore the firm’s transparency, precision, and adaptability.
The logo suggests two parts in motion — intersecting, directional, and purpose-built.
