1. Client Assignment:
Initially we were asked to create a logotype for the client . The client brief consisted of:
- Company name "Coachcellence"
- Description of the services offered by the company
- Key factors addressed by the company
- Definition of the "coaching" service
On a later stage, depending on the results from the first job, we were to also create a corporate website for Coachcellence.
2. Our Analysis:
Our analysis on the client brief showed we were addressing literally everybody mature enough to have his/her own goals in life/at work.
These were people who need help to identify their own skills and capabilities and thus define personal and/or professional goals. Not necessarily being under stress or depressed, people tend to lose faith for many reasons. Getting “back on track” turns out too hard for many of them.
The main issue for these people was that they have lost faith and are ashamed or afraid to admit that they might need professional help to improve their own lives. Instead, they turn for help to popular but unproved methods. They believed that by reading stories of other people online they can learn more about how to help and improve theirselves. For other it has helped, why not help them too?!
3. Resolution:
What we wanted to make these people do was to search for coaching services at Coachcellence and ask for professional opinion and assistance. And in order to achieve that, we needed them to believe that they can trust the excellence and professionalism at Coachcellence by thinking "...at Coachcellence they have the knowledge and expertise that can help me enhance my potential".
The people from the target audience actually had the unmet need of professional expertise at their personal disposal to achieve a valuable quality of life.
As a result of our work we have created:
- Corporate identity including original logotype and usage guidelines
- Layout for business print materials
- Corporate website and optimization for the specified business branch