Be
Brand IP & Strategy.
Project
Role: Lead Brand Designer & Content Strategist
Client: Jack Salmon / Be, 1-1 Life Coach and Wellbeing Brand
Duration: 12 weeks
Team: Founder, Brand Designer, Photographer, Videographer, Editor, App Development Team, Web Development Team
Scope: Brand IP, content strategy, 360 app launch campaign
Impact: TBC
The Challenge
Jack and his brand have both been positioned as a 1-1 coaching model since the launch in 2021. With the launch of the app, the business model has shifted to make it more scalable.
Be’s brand communications were scattered and could not be associated with a business aiming to be recognised globally.
The business needed:
Differentiation between the founder and businesses pages
Visual Identity Systems that reflect a brand trying to be a global business
A launch strategy for the app
Brand Strategy
Core Positioning: To help people become their best selves through simple, purpose-led personal growth.
Brand Traits: Professional, Inclusive, decisive, strategic, relatable
Audience: Be appeals to those who feel lost, lack guidance and cannot uphold self control.
I defined:
Clear brand IP & communications
Content strategies
Produced and Directed Photography
Results
This project is in the final phases of development and will be updated with results when applicable.
Visual Identity System
The visual direction moved away from generic “wellness” cues and toward understated authority.
Key Decisions
Typography: Editorial serif paired with restrained sans-serif to signal credibility and depth
Colour Palette: Muted neutrals with a deep accent tone to convey calm confidence
Photography Direction: Minimal, architectural, environmental — avoiding clichéd lifestyle imagery
Layout System: Generous whitespace and strong typographic hierarchy to reflect clarity
Trade-off: We avoided overly expressive or warm visuals in favour of restraint and premium tone — supporting higher pricing.