New Directions is a national organization based in Boston, MA, which specializes in assisting executive-level and professional clients as they navigate career transitions. Focusing on personal assessments and life goals, it provides each client with unparalleled individualized coaching and planning. New Directions commissioned Ahlers Designs to create a timeless, tasteful gift for its clients—an unforgettable token celebrating life’s voyages and an encouraging reminder that big dreams are worthy of perseverance. Gail Ahlers created a mission-driven, distinct coaster that is custom cast in USA-sourced pewter. Featuring New Directions’ insignia logo of a stylized sailboat, the design is centered atop a speckled background and symbolizes the company’s commitment to guiding clients toward fulfilling life paths—both in the office, the home, and the world. New Directions CFO Carolyn Bergen describes the collaborative process with Ahlers Designs in the same way:  “Gail was an incredibly patient partner as our company journeyed down the path to creating a gift for our clients. Her expertise in drawing out our likes and dislikes, along with her insightful suggestions, combined to create the perfect representation of what our firm is all about.”

Share this Project

gailNew Directions