Tara Alchemy Life Coaching
Full Brand Launch
Tara Alchemy Life Coaching believes in embracing change, as it is the only constant in life. The brand’s objective is to provide an intuitive, heartfelt coaching journey that is pragmatic and effective as it is magical and spiritual. Tara Alchemy wants you to feel empowered to change your current status with a distinctive and illuminating experience that provides a clear view of life’s limitless possibilities.
The Challenge
Show the brand's unique expertise by bringing a multi-disciplinary coaching style to empower change
Create a versatile and functional design
Develop a layered strategy, deeply interwoven with symbolism in order to connect with its audience on a spiritual level
The Strategy
When Tara Alchemy reached out to us about their life coaching business, we were immediately captivated by the brand's mindful energy. Words like intuitive, courageous, purposeful and coherent communicated the core truths of the brand's in-tuned services.
The 'Change With Purpose,' strategy centred around the primary clients -- the passionately devoted women, caregivers and often mothers, overwhelmed by their home and work lives, ready to experience clarity, and regain freedom and control of their own dreams and goals. Deeply interwoven with symbolism, the ideology of Tara Alchemy ensures the alignment of thoughts, emotions and beliefs with behaviours, actions and results for the purpose of personal and professional transformation.
The motivation supports a journey of connecting mind and passions, head and heart, to live every day with purposeful energy and a renewed sense of self. Tara Alchemy believes in embracing change, as it is the only constant in life. The brand’s objective is to provide an intuitive, heartfelt coaching journey that is pragmatic and effective as it is magical and spiritual. Tara Alchemy wants you to feel empowered to change your current status with a distinctive and illuminating experience that provides a clear view of life’s limitless possibilities.
The hues denote warmth with an underlying sense of femininity, encouraging reliability and trustworthiness, all central to the motivations of the Tara Alchemy brand. The combination of warm and cool colours provides a balanced feeling of comfort with action and a sense of calm with sophistication.
The Result
The overall style direction places emphasis on warm tones and curved lines, to convey a nurturing and passionate female-centric aesthetic. The Tara Alchemy brand incorporates a multifaceted combination of thoughtful elements and rich symbolism, to create a personal connection with the audience, that is deeply purposeful, spiritual and mindful.
The identity focuses on whimsical adaptability and healing through the representation of a hummingbird. The curved shapes and loops portray a feminine essence, projecting optimism, comfort and united energy.
The overall triangular airiness of the hummingbird mark represents the union of body, mind and spirit, inspiring improvement, focus and representing action. The idea of connection and unity is depicted by the purposeful link between the word, ‘Tara’ and that of the hummingbird.
The topographic map pattern depicts one’s non-linear life journey, symbolized by the adaptable flight path of a hummingbird. The flowing handwritten script gives a sense of the personal relationship between the brand and its audience, evoking feelings of authenticity and openness. The angled ‘H’ crossbar in ‘Alchemy’, portrays movement and direction, while the horizontal line under the letter ‘Os’ represents harmony and peace. These typographical elements remind the viewer that an equilibrium between rest and play is required to regain alignment and wholeness in life. The palette denotes warmth with an underlying sense of wisdom, harmony and approachability, encouraging perspective and personal transformations, central to the motivations of the Tara Alchemy brand.
The Takeaway
With Tara Alchemy's brand strategy in place, each touchpoint rolls out with purpose and consistency. The brand communicates a level of professionalism, confidence and sophistication that will inevitably have Joanna's clients trusting her on a whole new level.
