Differentiation by defining a new target market
Carmen was looking to stand out in the saturated coaching market where executive coaching meets health and wellness. Instead of trying to create unique messaging to describe the same old service, we defined a new target. Carmen is now the only coach who partners with “Human Investment Hubs” – entities that invest in human “technology.” Defining this target is not necessarily overt in her brand – rather, this strategy naturally led us into into a new space where authentic messaging and visuals that differentiate Carmen’s practice were born.
What we did in Carmen’s Big Day: strategy, copywriting, photography, brand + website design