Coaching has been widely used in recent years to promote organizational growth. Efficient coaching requires the development of new coaching methods, a study on coaching programs, and a detailed analysis of the mechanisms of changes in a coachee. This study aimed to develop a mind visualization (MV) coaching program by effectively building rapport, self-awareness, and emotional self-efficacy to influence an individual’s fundamental changes for organizational innovation based on the art therapy theory. Furthermore, this study aimed to test the effectiveness of the MV coaching program on self-awareness, self-efficacy for emotional regulation, and rapport by conducting a field experiment with 96 female workers in a domestic service industry. The sample included group 1 (MV coaching program), group 2 (MV-excluded coaching program), and a control group (no coaching program). Differences in the mean values of rapport, self-awareness, and self-efficacy for emotional regultaion between the pre- and post-coaching programs were examined through the field experiment. Results showed that the mean values were higher in group 1 than in group 2 and the control group. This study helps expand the theoretical and methodological scopes of coaching through the development of a new art therapy-based coaching program.