The context: Upperself is among the most challenging projects for a brand consultancy because of the nature of the business behind. What can a brand consultant do when the subject of a the consultancy is a highly endowed and spiritual being, specialized in numerology and alternative therapies who wants to convey to as many people as possible a message of personal development through spiritual growth?

The approach: The consultant starts by giving a name to this endeavor and then vertebrates piece by piece a business promise towards all the potential stakeholders. The field of spirituality has evolved in the recent years at a pace like never before, going hand in hand with the need of holistic healing in people. Nonetheless, the same domain continues to be a subject prone to stereotypes and superficial labeling. The brand managed to craft a voice of its own in this field through strategic positioning, great naming, beautiful identity design and clean wording. Credits: Lavinia Plohod (identity design).