COACHING SPIRALE GMBH
From 20 years of lived expertise to a brand for a new generation of coaches.
Coaching Spirale is a certified coach training institute with more than 20 years of experience. Over time, a broad portfolio of programmes, content and formats had grown, and with it a lot of complexity. The website was hard to navigate and people struggled to find their way. Core message, positioning and what made the institute unique were never clearly defined, so its depth and expertise barely came across. The visual identity no longer matched its standard either: colours and imagery expressed the institute's connection to nature, one of its core values, in a very literal way.
THE STARTING POINT
Bring the depth of Coaching Spirale to the surface and make it visible. That called for a clear brand language, its own tone of voice and messaging frameworks the team could use every day. The connection to nature and to cycles should be felt in a subtle, elegant way. The family-run, interdisciplinary institute needed a modern face with personality that speaks to a new generation of coaches. And the team should be able to carry the brand forward on their own.
THE GOAL
HOW WE GOT THERE
Workshop facilitator · Brand strategist · Consultant · Creative director
I led the rebranding and a project-based creative team, and enabled the Coaching Spirale team to carry the brand forward on their own.
MY ROLES
