Branding for coach Florina Chirvase
Portfolio /
In the crowded world of coaching, where authenticity often gets drowned out by pretense, we had the privilege to collaborate with Florina, a business woman with a rich professional background spanning various residences across multiple countries. Her goal was to transition from the business world into coaching and we helped her reach this objective.
The world of coaches is often fraught with impostors, but Florina's authenticity and depth set her apart, making her an invaluable partner to build a brand with.
Visiting our client in Hamburg for the audit
As you may already know, we at Beam like doing things meticulously, or not at all. That's why we place a significant emphasis on the briefing process, ensuring we have a comprehensive understanding of our client's values, objectives, and vision before delivering any brand materials. To make sure we got the most out of this process, Alexandra traveled to Hamburg, where Florina resides.
During their time in Hamburg, Alexandra was determined to discover everything about Florina and her brand. They spent three to four days together, almost continuously, diving into Florina's world. This involved visiting her office, engaging in deep discussions, and conducting various activities aimed at revealing the essence of her brand. Through this collaborative effort, Alexandra enabled Florina to express her brand aspirations, preferences, and future strategies. Detailed documents were then meticulously crafted to capture Florina's unique universe, personality, and professional ethos. These documents formed the foundation for the subsequent branding strategy.
This thorough approach is characteristic of Beam's methodology, which prioritizes deep engagement with clients to ensure that every aspect of their brand is understood and incorporated into the final deliverables. By investing time and effort into the briefing process, we make sure to tailor the branding solutions to align perfectly with the client's needs and objectives. We are always committed to delivering branding that truly reflects who our clients are and what they stand for.
Creative direction: „Pathfinder. I use coaching to make the unseen path, seen.”
After concluding the exploration in Hamburg and after subsequent online meetings, we were ready to explore creative directions for Florina. Our baseline and our foundation for everything we built was:
Clear objectives for Florina's brand, aiming to honor her inner calling, establish sustainable growth, and ensure financial stability, enabling her to fully commit to her coaching profession.
Fundamental values that would form the foundation of Florina's brand identity:
Naturalness: Embracing organic simplicity, settlement, peace, and balance, with a keen awareness of life's inherent nuances. This approach avoids artifice, excess, and unnecessary layers.
Elegance: Defined by understated luxury and refinement, both outwardly and inwardly. This elegance fosters continuous personal growth and learning, elevating individuals day by day.
Professionalism: Upholding high standards in objectives, procedures, transparency, client relationships, and ethical conduct. This professionalism permeates all aspects of the brand's interactions, both in documentation and human relations.
Depth: Rooted in authenticity and a quest for truth, the brand delves beneath the surface to explore profound ideas, art, and the serenity of the present moment. It embraces complexity with acceptance, avoiding shallowness and artificiality.
Florina's services: we organized them into four distinct methaphors: transitioning, unveiling, clarifying, and protecting:
Transitioning involves assisting clients in navigating significant changes, whether in their personal or professional lives.
Unveiling focuses on helping clients unlock latent potential within themselves, rediscover lost aspects, and integrate them back into their lives.
Clarifying aims to provide clients with a clear understanding of their life's purpose, direction, and mission.
Protecting entails offering clients support and guidance, acting as a safeguard even when they feel they have exhausted their own resources.
Hence, we crafted Florina's tagline: “Pathfinder. I use coaching to make the unseen path, seen.”. This tagline encapsulates the essence of Florina's role as a guide and mentor, transcending the conventional label of a coach to embody a more metaphorical and profound meaning. She herself has emphasized the importance of replacing the word "coach" with "pathfinder.
It's crucial to note that the narrative line not only delineates the two worlds of internal and external but also reflects the services Florina provides to her clients, highlighting the duality that separates the two paths: transition/untransitionable, reach/unreachable, unseen/seen, defending/undefendable.
Beyond aesthetics: creating visuals that work in everyday life for Florina
In crafting the visual identity for Florina's brand, our goal was to evoke a sense of sophistication and luxury that aligns with her extensive expertise, intellect, and stellar reputation in her original field of work. To achieve this, we opted for a deep, rich tone of blue, positioning the brand within the realm of upper-medium to luxury services. This choice not only reflects Florina's stature in her field but also conveys a sense of trustworthiness and professionalism.
To elevate the visual appeal and add an element of preciousness to the brand, we introduced a line of copper, strategically placed to delineate the boundary between the seen and unseen world. This copper accent serves as a symbolic representation of the brand's narrative line, signifying the transition from the two worlds, mirroring Florina's transformative approach to coaching.
Expanding beyond color selection, we developed a comprehensive visual territory that includes various collateral such as posters, business cards, and an editorial plan. Each element was designed to reflect Florina's unique personality and professional ethos, ensuring consistency and coherence across all touchpoints.
Furthermore, we delivered these assets using user-friendly platforms like Canva, empowering Florina to manage her brand's visual presence autonomously. By leveraging tools such as Canva, Google Slides/Sheets, and Squarespace, Florina can effortlessly maintain and update her branding materials as needed, fostering long-term sustainability and flexibility.
It's essential to note that this branding process is not a quick endeavor; rather, it's a thorough exploration that spans approximately four to five months. During this time, we dive deep into understanding our client’s preferences, values, and aspirations, striving to capture their essence authentically. This intensive approach ensures that the final brand identity resonates profoundly with our clients and effectively communicates their message to the audience.
Communication
Lastly, in terms of Florina’s communication strategy, we envisioned a structure befitting a brand with a less frequent communication approach—akin to a visit card in the online world. Recognizing Florina's preference for minimal time spent on social media, our design aimed at ensuring her comfort with the posting process, aligning seamlessly with the brand's overall ethos.
An editorial plan for Social Media;
Visuals for Social Media ready to be edited in Canva;
We also developed the website in Squarespace:
What does Florina Chirvase say about this experience?
Branding is like moving into a new house. You can keep what brought you up so far, make space for the new and the unexpected and allow the professionals to take the best of what you have and give the shape and visual consistency to brand ideas.
If you respect your time, money and energy and want to get them respected and get the added value, do not look further.
Work with Beam:
- If you want slow and deep process;
- If you want first to be understood, before others understand in a second who you are and what you do;
- If you like quality, art, intelligence and creativity;
- If you trust professionals to do their job and get out of the driving seat, they come up with the best version for your brand.
Highly recommend meeting and work with Beam, so you better know yourself and what your business stands for. Alexandra is a visionary and the teamwork is at its top.
Team & thanks
Client: Florina Chirvase;
Project & brand manager: Alexandra Crăciun;
Design: Iulian Tărnăuceanu;