The entrepreneur: a so-called “multipotentialite” human entity. EMBA, Medical doctor and psychotherapist with a reputable corporate management expertise in medical field and countless of certificates from couple therapy within Gottman Institute to Facereading courses and Virtual Therapy platforms.

The challenge of such an entrepreneurial profile comes from the hardship of choice, as the owner did not want to give up any of her acquired expertise and yet deliver a single-minded value proposition around a core competence.

The strategic approach was not a reductionist one, as strategy usually imposes -choose a promise and sacrifice alternatives – but based on an inclusive, common denominator of all the fields of expertise. The result went out as a fresh, relevant and sustainable entrepreneurial brand, built around the personal brand of the founder.

Verbal and visual identity, brand strategy and positioning, brand rhetoric, from A to Z. Design credits: Lavinia Plohod.