Flow Coaching services are devoted to women around France who wants to accomplish their goals, to break any boundaries and to elevate themselves to their best version.
The business is hold by a talented self-made woman with 20-years-experience in coaching sales representatives in the beauty industry. She needed a new logo to stand out from the competition as she's starting her new online coaching business.
THE SCOPE OF THE PROJECT
The pain point
One of the main challenges, was to relate the parent-entity's name, “Nobless’ Time”, with the more explicit name for her coaching services “Flow Coaching”.
Design a visual identity that:
increases brand awareness;
correctly convey the values and mission of the brand;
adapts to different usage;
evolve with the business.
PHASE 01. Brand Consultation
During our first workshop, Florentine explained me her vision for the business and the values she cherishes. Certain words and phrases stood out as she regularly mentioned them.
We could summarize them with these three greater concepts:
Break down barriers
To take off
To assert oneself
THE MIND MAP and ICON MAP
Strong of our first workshop, I started the project by drafting a mind map to help me explore and bring up ideas that will help design the logo. The icon map was also an important part of the process, as it help me translate these ideas in visual form with commonly seen icons from which I can take inspiration for the next steps of the project.
PHASE 02. Logo Concept
After sketching tens of different logo concepts, tweaking and fine-tuning a few promising ones, I ended up with the final logo that was immediately validated with great enthusiasm by the client, Florentine.
BEHIND THE LOGO
Every woman is noble in character.
This value is one of the fundamentals in Flow Coaching approach.
This shape represent a lily flower, which is a symbol of nobility and womanhood in the French culture.
No doubt the main concept of the service.
The three circles, symbolizing the coached women, are facing the lower shape, symbolizing the coach. The three circles also represent the three coaching methods used by Flow Coaching (video, personal, and group sessions).
The goal of this business is to help women to elevate themselves and break any boundaries they will face.
Just like a rocket ship can raise up through the atmosphere and break the law of gravity.
A responsive logo that will adapt to any scale, support, and use.
PHASE 03. Visual identity
Because a brand is more than just a pretty logo, we expanded the brand identity with additional elements, such as:
THE COLOUR PALETTE
This colour palette reflects elegance, nobility and also friendliness. Major values for the brand identity and message.
It is adapted to any support and the combination of some colours adds the right amount of contrast to give the brand the flexibility on the tone of their message, according to the need.
The modern look and minimalist of Montserrat combines extremely well with the more sophisticated and fine Didot.
A slightly modified version of Montserrat is used in the Flow Coaching logo that makes it consistent with the logo mark. It is also used as the main body typeface, as it is easier to read.Didot has been chosen for the Nobless’ Time logo as it express elegance and beauty. This typeface is great for headliners and to catch the attention of a feminine audience. Moreover, the selection of this typeface is a nod to the fact that it was invented in Paris.
I designed a few banners for social use, mostly on Facebook.
These banners use images that particularly inspired Florentine and that represent her values and beliefs.
Their primary goal is to attract attention and inspire.
Flow Coaching's first group session is offered in the spirit of sharing and as a sign of trust.
As such, I was asked to redesign this first session presentation to make a better first impression to potential clients.
I went one further and created for her a template that she can use on all other presentations.
At the end of the very first free session, Florentine offers to her clients an e-book she wrote on “the 3 secrets to breaking down your mental barriers”.
I was tasked to design this e-book in a way that it would be easy to read and visually pleasing.
As an important part of the business is spreading the word of her business, we designed a few flyers that she will set on hotels lounges, beauty institutes, gym, stores, hairdressing salon, etc.
These flyers were designed specifically for where they would be hanged.
And of course, in her industry, a business card is very important.
As such, I design a business card that is visually harmonious with her visual identity and useful for writing additional notes before handing it over to a potential client.
Here what Florentine had to say about the project :
Andrea was able to bring my project to life through the different designs he made for my brand in a short time. The quality of the work is very satisfying.
I would recommend him without a doubt.