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To derive a brand messaging that has a stronger market appeal to the two primary target audiences - mid-level professionals and leaders - without straying away from the core values that drive the author and the course itself.
To incorporate the derived brand messaging into their brand identity and redesign the verbal and visual brand language to make the brand more approachable and consistent across every medium of communication.
Redesign the existing website based on the new brand language
Designing an identity that is appealing to the target audience and true to the core values of the brand to ensure consistency and attraction of the right crowd.
Setting apart the brand identity with the right choice of archetype and consequent usage of the right verbal tones, colors and typography, from other platforms offering courses on upskilling and critical thinking.
The brand identity has to highlight the main take-away that the course has to offer to the target which is the ability to form habits, retain them and reinforce them with the help of periodical emails from the author and home-delivered flash cards that are designed to keep at work desks every day.
Distinguishing between creating a personal brand or a course brand was necessary for SHIFT to have a clear brand messaging. SHIFT, was branded as a course and the author as its brand ambassador. Therefore, when the brand expands, both the course and the author can be empowered individually.
Seeing the prominent usage of colors like reds, blues, purples and blacks, we found an opportunity to make the brand stand out from its competitors by applying color psychology. Hence making the brand look more memorable and having a determined psychological impact on the audience.
Touchpoints like desk flashcards and presentation decks are some things that need to leave an impact on an individual at first glance. Keeping that in mind, it’s imperative to form a brand language that is consistent, appropriate and meaningful for all touchpoints to amplify the brand’s messaging.
Knowing the brief and understanding the requirements of the client and the consequent development of the archetype (The Hero) the brand identity was imagined to be prime, impactful, confident and reflective. Exploration on logo and visual identity concepts was based on making it easily recognisable, non-abstract and to the point to connect to target groups that have an entrepreneurial mindset and are looking to strengthen their critical thinking skills.
To develop a brand language, we had to define certain brand elements that could be used as signatory graphic elements which are unique enough to be integrated with designing touchpoints for SHIFT to make it look consistent and appropriate on all platforms. The brand’s elements speak of the participant’s journey. It explains to us, why, how and what is the impact of the SHIFT program on the participants. We break down the identity into atoms- arrow and circle. The brand’s base language lies in the atom of the identity which can be incorporated to communicate a certain objective that the course offers. These elements help SHIFT be more recognizable.
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