Soul were commissioned to create a brand identity, a distinctive look and feel and an experience that plays to an audience that are accepting of new approaches to well-being. After a few strategy sessions, we were able to distill the focus and goals, create a brand language and personality, an identity that goes beyond a logo, and to create familiarity with all the brand touch points - interiors, colour schemes, tone of voice and digital experience.
The building blocks and standards that Soul created allowed for flexibility that helped keep the look and feel of customer touch points consistent. We wanted to present a welcoming approach, emphasise that WEC are educators and that their beliefs are there for all to engage with. We wanted all that visited WEC to feel relaxed and understand that this was a place that would help them on a journey to better health.
We wanted to enhance the WEC story and create and design a communications toolkit. This would be visualised and demonstrated through thoughtful connective marketing, appearing across all the customer-facing areas - print, digital and within community groups. It was an opportunity to connect with other like-minded business groups, organisations, sporting environments and resulting in embracing a broader age group audience. Our focus was to 'plan WECs way into peoples lives'.
