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Inspiration

Branding

Daring To Be

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Daring to Be was a collaborative project in partnership with Alice Writes Copy. Daring to Be straddles three different worlds; Professional corporate coaching, Athletic coaching, and yoga inspired wholistic wellness. The brand needed to resonate with clients from across these fields, finding a balance that harmonized the best of each one. This presentation is a representation of the original brand design, before minor modifications were made for the final hand-off.

Color

The semi-serif font provides an balance bewteen the formality and daintiness of a true serif font, and the modern minimalism of a sans serif font.

SEMI-SERIF PRIMARY FONT

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We rounded the corners of the primary logo font to add some softness in contrast to the thick lines and wide letterforms.

ROUNDED CORNERS

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We chose to use a different font for “to” to help put the emphasis on ”Daring” & “Be”. The thinner, lowercase, and italic style of “to” also provides more contrast to the other font, highlighting the duality of the brand.

MIXED FONTS

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LOOK BEHIND THE SCENEs

Brand Personality

DEFINED DIFFERENTIATORS

We strongly believe that researching and clearly identifying the target audience and values for brands we work with results in a stronger, more engaging, and longer lasting visual identity.

Alice Writes Copy provided us with in-depth insights into this clients existing audience, market placement, and distilled that into a clear roadmap describing what this brand needed to visually accomplish.

If you're interested in peaking behind the curtain, check out the content she provided by tapping the links below.

Brand personality traits

At the centre of the DTB brand is a series of oxymorons. This set of personality traits that embody the brand will convey its values and character: on the surface, they contradict each other, but highlight the need for balance in everything we do.

Boldness x subtlety

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Provided by Alice Writes Copy

Noticing the subtle difference in our bodies and our minds, in order to be bold and assertive in our decisions, instead of continually questioning ourselves and not trusting what we know is good for ourselves, even if it goes against societal norms. The DTB brand is unapologetic in its communications, therefore inspiring individuals to challenge what society has taught them they should be. This sits in contrast to Claire’s ability to be delicate and inquisitive, when sensitive subjects arise. In both scenarios, compassion is the leading light.

Strength x vulnerability

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Provided by Alice Writes Copy

Only through vulnerability and internal reflection can we build resilience, and courageously be our true selves without fear of judgement. We are also able to set better boundaries that preserve our energy. DTB aims to be a safe space for individuals to do this exploration. By looking after ourselves better and ‘putting our own oxygen mask on first’ then we are more capable of caring for ourselves as well as others that we are (or feel) responsible for.

Connection X Independence

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Provided by Alice Writes Copy

DTB values building a community of like-minded individuals who support each other in their journey towards self-improvement. Claire also promotes time for reflection, to understand one’s unique set of strengths and challenges. Claire advises her clients to be proactive and accountable for their actions, working on one’s own in order to take charge of their own growth journey. This leads to greater self-compassion, but also more empathy for their peers in both their professional and personal life.

DEFINED DIFFERENTIATORS

Most businesses comparable to DTB — those that have the similar goal of helping overwhelmed individuals take care of themselves and be more effective in helping others, particularly for those needing professional support alongside personal issues — fall into two categories: those with a corporate feel to them, and those that have come from the wellbeing and yoga industry.

The corporate competitors present themselves as straight-laced and practical. These businesses appeal to those who already have a relatively sophisticated understanding of the coaching space. Their clients are aware of executive coaching and may have worked with someone on their coaching style before. Their audience is very success-driven, but expects a certain amount of formality to the coaches they work with. Those who come from a wellbeing background may well be put off by their technical jargon, which can be alienating.

The yogi side of DTB’s competitors present themselves as calm and gentle. The language used is very different: it’s ‘fluffier’ and feels less grounded in science. Those who come from a business background may be put off by their wellbeing jargon, feeling alienated; ‘perfection’ (that’s so commonly seen in the yoga industry) is inaccessible, therefore frustrating to newbies.

DTB fills the space in-between, by prioritising scientific research to back up their approach to improving wellbeing, as well as performance. Claire’s experience in both the yoga sector and executive coaching space allows her to comprehensively understand the struggles and solutions that are most effective for each of her audience segments. DTB is the down-to-earth guide that her clients need to make real change in their lives possible and sustainable.

In contrast to her competitors, Claire’s bold and vibrant approach is clean and sharp, without feeling childish or ‘fluffy’. Accessibility and adaptability is really important for DTB, conveyed in both the language, the messaging and research, so as not to alienate prospects who are less educated when it comes to the importance of looking after oneself in order for it to have a positive impact on their relationships with others.

Comprehensive ∙ Bold & Sharp ∙ Adaptable

Provided by Alice Writes Copy