BayTree unveils new brand identity to reflect strategic business partnership role

Founded in 2008 by Jane Cattermole, BayTree has expanded beyond the traditional Executive Assistant model to provide flexible, high-level business support, helping leaders create capacity, navigate change and focus on growth.

“The refresh reflects who we are today,” said Jane. “We wanted to move beyond the term ‘virtual assistant’ and focus on the value we bring, the relationships we build and the outcomes we help our clients achieve.”

The rebrand follows a strategic review and was developed in collaboration with business coach Alison Rogers, brand strategist James Kindred, designer Nick Brown at Inspire and illustrator MH Jeeves. The new identity reflects the company’s commitment to combining practical expertise, trusted relationships and flexible support to help businesses thrive.

Today, BayTree’s Executive Assistants support clients across planning, project delivery, stakeholder management and operational decision-making, providing strategic assistance that goes far beyond traditional administrative support.

“The team help busy leaders create the space to focus on what matters most,” continued Jane. “Every client is matched with a dedicated Executive Assistant who becomes a trusted extension of their team, supported by our wider operations team. By building strong, long-term partnerships, we create the capacity for clients to lead with confidence and for Executive Assistants to do their best work. The result is a flexible, dependable support model where everyone can thrive.”