Wellcoaches
Lead Designer, Strategist, User Interface Designer, 3D Modeler, Packaging Designer, Video Editor, Project Manager
Project Involvement:
As part of the team working with Wellcoaches Corporation, an international School of Coaching, I developed a new brand identity that balanced well-being elements and aligned with the organization's values. In collaboration with the design, sales, and development teams, we created branded assets, optimized search ranking, and improved website health. My role involved conducting in-depth research on the wellness coaching industry and facilitating weekly meetings with the client for feedback and project updates. A significant challenge was the inconsistency in the existing branding, which caused confusion and disconnection with the audience; our goal was to create a clear and consistent brand identity.
Overview:
Branding Inconsistency
The existing branding and marketing for the company were inconsistent and not effectively communicating the company's offerings or vision. This led to confusion and disconnection between the organization and its audience. The previous branding lacked a clear and consistent visual and verbal identity, which made it challenging for customers to understand their offerings and how they aligned with the organization's values.
Overhauled Brand Identity
My role was to lead the creative process to develop a new brand identity that would clearly communicate the company's offerings and vision, and resonate with its target audience. The challenge involved conducting industry research, brainstorming new branding concepts, and collaborating with various teams to implement the new brand identity.
Action
The creative process began with research into the wellness coaching industry, the target demographic, and the competition. We focused on the three key elements of "well-being" - mind, body, and environment - as the basis of the new branding identity. We developed a brand identity centered on the dynamic balance of these three elements. The key visual elements of the brand identity were designed to represent the idea of balance and fluidity,
with animations and abstract gradients. We also developed a new verbal identity that emphasized the company's values. As the project lead, I facilitated collaboration between the design, sales, and development teams, and ensured regular client meetings to incorporate feedback and tailor the solution to their needs.
Enhanced Brand Recognition
The implementation of the new brand identity had a significant impact, improving brand recognition and increasing visibility for the company. The company's search ranking was raised to the first page, and the new branding and marketing strategies helped attract new coaches and clients. The client feedback was positive, praising the new branding and marketing strategies for their effectiveness and consistency. The success of the solution was the direct result of the collaborative effort of diverse teams, including design, sales, and development.
