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: