BRANDING
THE CHANGE,
HOW DO I WORK?
metmette
empower
the
creatives
BRAND POSITIONING | BRAND STRATEGY | BRAND IDENTITY | WEB DESIGN | ILLUSTRATION
prologue
METMETTE is a coaching practice for the creative industry based in Amsterdam. The practice has a wealth of clients in creative management. Originally the practice focussed on finding your purpose. But along the way, most clients came up with issues about multigenerationality and creative leadership. In which METMETTE became an expert.
challenge
METMETTE came to me with the question that she would like to contribute to society and the planet positively and wishes her coaching practice did so too.
She asks for a repositioning and new identity that fits the current and future values of the practice. Something that respects today's clients and attracts clients to-be, the ones who would share the same values regarding society and the planet.
solution
In the repositioning phase, we took a deep dive into the core of METMETTE. It turns out that 'purpose finding' blends well with being able to contribute positively to society and Mother Nature. A part of METMETTE's expertise lies in regenerative leadership (principles based on recovery and growth). It became quite clear that METMETTE wants to expand on that. This, combined with her knowledge of multigenerational patterns and her experience in the creative industry, creates a rich positioning.
The new identity is based on these 3 pillars (regenerative/creative/multigenerational) and Mette's well-read, sparkling, energetic personality.
This resulted in a visual appearance of mixing and matching. Using an activist font to encourage the force for good, a tone-of-voice showing her sassiness & erudition, colors that tickle and sparkle creativity, and a combination of bold & neutral fonts to represent the multi-generationality.
The UX design is based on the basic questions of coaching: who, why, and what. Quotes have been added to clarify the knowledge of the practice and illustrations were made to reinforce the activist and creative character. In short, everything was made to emphasize the personality of METMETTE even more firmly.
