2011 Winners & Shortlists

Brief Explanation

Life coaching, in itself, looks internally at the individual to helps and/or inspires him or her act externally. At the same time, life coaching is a background force. It is not assertive, rather, it is supportive. Life coaching is personality led. The challenge was to translate these key points into an identity. The design had to be 'personable', something that approachable, yet clearly identifiable.

The Brief

Life coaching often raises questions at the first instance. What is it? How does it work? The client requested something that would help instigate a conversation and thus explain the concept.

How the final design was conceived

Business card: The idea was to carry the strength of the logo forward. The lower-case typography is carried forward through the remaining details of the card. Once again showing the supportive yet background role a life-coach plays. Letter head & envelope: Both elements make use of the logo in a smart way. Whereas it might be a direct implementation in the letterhead, on the envelope the action of opening the envelope depicts 'elevation' of the logo, hence delivering the message again.

Indication of how successful the outcome was in the market

The stationery delivers a personal yet professional effect, something that is required for a start-up in a field that is built on personality and depends on gaining confidence in the first contact. The clean look also cuts through clutter and carves an identifiable niche for the client in the market.