The design was in charge to us of the identity of the ontological consultant of coaching. Being a moderately modern service, the proposal needed an investigation the codes in its area, to which it had to be subordinated to be able to position itself adequately. Femme dignity is a consultant, oriented to facilitate processes of learning, directed to women with different restlessness, being offered tools that allow him to design themselves facing the challenges that want to undertake. Working the dignity of the woman, it was located in center of the scene, giving him a subtle typesetter movement that suggests the objectives of the consultant: understanding, integrity, versatility. This project was one of most rewarding, because clientas that they contracted to us saw synthesized their interests in a graphical sign that became the synthesis of its positioning.