Powering Wellness Partnerships.
——— Brand Direction & Design ———
SAGA—Saga is the only Behaviour-Design platform built for sharing & measuring your habits, practice and journey to wholistic wellness & evolutionary positive change.
Brand Strategy
Brand Vision
Core Purpose
Core Values
Core Messages
Brand Promise
Brand Essence
Art Direction
Visual Language
Core Themes
Key Ingredients
Image Direction
Perception, Tone, Voice
Web Direction
UI Direction
Brand Identity
Naming
Wordmark
Symbol
Verbal Identity
Visual Identity
Guidelines
Digital Presense
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What is the future of (human) learning & coaching?
In The Future of Learning; A) How Will the Power Shift to the Learner?, and B) How Will Teachers/Coaches’ Roles Change?
How Can We Take a Leading Role, in the Future of Learning, and in the Greater Arc of The Evolution of Humanity?
How Do We Retain Our Humanity, in This Race to Harness and Integrate Technology?
AudienceSeeking to advance career and education in Canada. Desire a higher quality of life, greater personal freedom, and improved access to opportunities in Canada.
CompetitorsSmall teams who provide high level of service but have less depth of understanding of the law. Larger law firms who know the law, but provide a lower quality of care.
PerceptionEmpathic care. Honest integrity. Expert authority. Uncompromising ethics. Ability to perform and deliver on the value proposed. Positive associations with Federal Gov.
ToneSecure and trustworthiness rooted in honesty and integrity. Un-compromised, clear and direct. Human kind and compassion. Free access to choose your home.
ImageSmart, progressive and Western. Active and abundance. Friendly, natural, and transparent. Rational, precise and composed. Pure and Simple.
VisualsRefresh typography, and create new brand mark, emblematic of the audience's journey. Produce high-quality staff-photography to connect — the team member are the icons.
PersonalityCaring, trustworthy and loyal advocate — who will champion your case until successful completion, and treat you like one of the family.
MessageEvolve from talking about our services and expertise, towards focus on speaking to the goals & challenges of the audience.
StoryTrusted, experienced, and caring. Depth of care matched only by depth of experience.
INTERNAL ANALYSIS
As is the case for most start-ups, we are often starting at ground-zero. A big idea, a vision for a better future or building a plan towards an MVP — without having a clear roadmap towards who you are serving, value offered or market-validation. So we must start with the fundamental building-blocks of brand.
Brand Vision Workshop
We begin by engaging the team, in the big questions introduced in the brief — allowing each voice to be heard & noted — striving to discover; who we are, who we serve and why we exist. From there, we dive into discovering the brand vision; fundamentally the core ideology and the envisioned future. Broken down more granularly, this will involve agreeing upon the core purpose & values, combined with BHAG and detailed description of the a desired future.
Key Insights:
We endeavour towards designing a kind new world in which technology liberates humanity, through the integration of human-leaning + human-teaching.
We believe that, in order to build this vision, we must empower decentralized worldwide wisdom-keeping and wisdom-sharing. We must unite the mentor’s wisdom and the learner’s journey.
Brand Portfolio Strategy —KEYS TO SUCCESS:1. Build and Extend Core Brands.2. Add Brands to Portfolio to Address Major Opportunities.3. Keep it Simple.
Early Discovery — Brand Portfolio Architecture:
Summary Notes:
I lead the SAGA team through the brand identity planning process; through strategic analysis, and developing the concept of the brand as a multifaceted entity across the dimensions of brand as organization, brand as product, brand as person, and brand as symbol.
Customer-Brand Commitment Matrix →
This framework developed by Marty Neumeier, provides a structure upon which to connect the POV of the Brand (Purpose, Onlyness, Values), with the IAM Persona of the Audience (Identity, Aims, Mores).
Key Take-Aways from CAF Grant Application
Innovation Claim Validated:
AN INNOVATIVE NEW BEHAVIORAL DESIGN SYSTEM for continuous learning and development, which allows coaches & instructors to design complete learning experiences, (with lessons, activities, challenges, mentorship, self-reflection) — where best-practice behavior can be modeled for the trainee, within a framework of programming, integrated into the participants daily life, where new skills & knowledge can be gained, tested, and then applied, within scheduled activities, lessons, and exercises, with the collection of important human feedback including biometry, journaling, psychometrics and other bio-feedbacks.
Within the system all learning opportunities and behaviours are tracked, so that your instructors can continuously work to improve engagement and other KPIs, while the trainee can connect their actions with their progression.
Too Early to Service Enterprise Solutions
Without having a finished platform or existing enterprise use-cases, we were just too early to win our application for the CAF grant. although they confirmed their interest and affirmed indeed our invention claimed.
Nº 1
Innovation Claim Validated:
AN INNOVATIVE NEW BEHAVIORAL DESIGN SYSTEM for continuous learning and development, which allows coaches & instructors to design complete learning experiences, (with lessons, activities, challenges, mentorship, self-reflection) — where best-practice behavior can be modeled for the trainee, within a framework of programming, integrated into the participants daily life, where new skills & knowledge can be gained, tested, and then applied, within scheduled activities, lessons, and exercises, with the collection of important human feedback including biometry, journaling, psychometrics and other bio-feedbacks.
Within the system all learning opportunities and behaviours are tracked, so that your instructors can continuously work to improve engagement and other KPIs, while the trainee can connect their actions with their progression.
Nº 2
Too Early:
At the time of our application, we were just too early in the development of our MVP to service enterprise business. Without having a finished platform or existing enterprise use-cases, we were just too early to win our application for the CAF grant. although they confirmed their interest and affirmed indeed our invention claimed.
DEFINING THE MVA — MINIMUM VIABLE AUDIENCE SEGMENT
After much time spent with the team, exploring different markets, unique product concepts, with many in the group thinking this tool can be everything for everyone, I was able to convince them we must choose a singular audience. Let's dive as deep as we can into understanding these professional wellness coaches and practitioners. — Whom Can We Serve?— What Problem Can We Solve?— Who Will Intuitively Get It?— Who Can Directly Access the Value?
MY ROLE: I lead the SAGA team through the Defining MVA process; through customer research, the development of initial interview and follow-up questionnaires, as well as guided the clients through interviews process, collecting and organized data, and synthesizing in order to highlight insights.
Customer Interviews
Working closely with our initial clients, to understand their existing workflows, challenges, jobs, pains, as well as their desired future state, opportunities for improvement, benefits and outcomes they seek from the software.
Who are they?What do they want?What is their story?What is their greatest fear?What do they aspire to become?
Age: 35Gender: FemaleOccupation: Mental Health Therapist & Performance CoachCountry of Origin: U.SSpecific Media Exposure: Neuroscience medical journals. EMDR, meditation, yogic philosophy and numerology thought-leadership.Activities: yoga, meditation, other physical activityDescription: Well-educated, successful entrepreneur, highly-skilled, career-focused, focused on helping clients access and execute their highest potential.Aspirations: Help clients directly access the quantum field.
Age: 28Gender: MaleOccupation:Professional Coach, EntrepreneurCountry of Origin: CanadaSpecific Media Exposure: Business, Coaching, Mastery Wellness publications, books and podcastsActivities: Hiking, cooking, traveling.Description: obsession with making the complex simple and making it easy for people to stay healthy.Other Relevant Characteristics:coaching the coaches, enjoying being in-service, believer in micro-dose movementsAspirations: empowering organizations to optimize health, productivity, and longevity through tailored solutions for chronic disease management and active aging
Key Findings:
Greatest Pains — Challenges or Problems to Solve:— getting their clients to do the work!— hold clients accountable (working remotely)— measuring client results— automating / productize their service— managing multiple digital tools & technologies— continue to deliver value to their audience & scale Greatest Gains — Advantages or Benefits to Win:— quantify/qualify the impact of their service— directly connect, monitor and partner with their clients— ability to connect cause & effect, so to continue to refine practice— scale beyond time for money— grow and share their influence (lead by design)
DEFINING THE CATEGORY — MARKET RESEARCH — FINDING OUR NICHE
It is natural for most entrepreneurs to want to cast a wide net, to appeal to a larger market to increase opportunity via market-cap, yet the reality is the exact opposite. You must be decisive, you must select a specific market to serve. So we start divergent, understand the overall landscape, then narrow in on a desired category, only after research, find the sub-category niche whom you can work to understand. — What are the Competitive Dynamics?— Who are the Players?— What are the Offerings?— What are they Promising?— How are they Pricing?
See the Research Spreadsheets:
MY ROLE: I headed-up the market research, brought the team through the primary findings (inspiration), secondary analysis (LMS too broad, it was not an LMS that we were building), and the category research (the direct competitors we would inevitably be compared-to by the audience). Once establishing our competitive set, we were able to better understand how we can frame our value & differentiation, as well as structure pricing. I would then organize this set into a perceptual mapping.
Competitive Set — Perceptual Mapping
We narrowed the set to the 13 competitors in the category, providing most similar functionality or offer of solution/benefits. Mapping on X-axis simplicity:complexity, and on Y-axis low-value:high-value (based on pricing and design). Considering the following product/brand attributes:
product category (platform vs. app)declared focustagline & imagevalue-proposition
frame-of-referencepoint of differentiationproduct & service offeringspricing structure
Competitive & Category Landscape
Pulling from all 35+ competitors in the market, we were able to understand key strategic groups, and gain a sense for a greater overall impression, with colour, type, icon and photography — we behold the look & feel of the industry.
Key Insights:
Nº 1
Human-Factor
Based on the research, I am seeing an undeniable (perceptual) strength & advantage gained by those firms who speak to the “human” connection factor in their brand image and design / communications. So significant is the brand-customer relationship in this industry—which is rooted in human-connection—I believe that this human-factor can play a superior role, even trumping expertise, in terms of presenting the firm as being a desirable/trusted immigration consulting partner. We see this in the fact that the team and individual team members (and their unique characteristics) have been consistently seen as a discernible strength of any firm. This is reinforced by the fact that in service brands, the individual human delivering the service, is seen as the embodiment of the brand (in the mind of the audience).
Nº 2
Design Details
Design allows us to speak directly & clearly to an audience; connect with them on a rational & emotional level, to help them understand and make them feel understood; allows them to assess whether or not the brand/company/individual is there “type”; as well as most importantly be representative to the high- or low-value in an intangible service. The research reinforces that fact that, there will always be a direct connection between the presentation of the brand / information and the quality associated with it. The clear, organized, easily comprehensible design of communications related to such a complex & confusing process, will always directly impart a feeling or understanding on the audience, making them believe that the firm will help them make sense of their application, and present their case in a professional and successful manner. Professional, detail-oriented design translates into the perception of being professional and detail-oriented, and so on.
Brand Roadmap
Based on the brand truths uncovered and insights illuminated during the internal analysis, next we work to distill the core brand messages, which would lay the foundation for defining the brand strategy.
— What's the Big Idea?— What is Your Cause Greater than Self?— What Makes You Different & Better?— What Is the True Value Your Offer?
I engaged Joe and his team in strategy exercise & conversation, where I asked the right questions, which allowed him and his team to reflect and dig deeper to discover their own brand truths and story. We uncovered, distilled and defined the Core Brand Concept and Differentiation, the ideology which forms the foundation of the brand strategy.
BRAND CONCEPT
“We Care About Your Success.”
CORE PURPOSE
“We help you access the freedom and opportunity needed to achieve your goals in life and career.”
Through discussion and exercise I helped Joe understand the strategic framework, within which we were are able articulate his vision; the Core Brand Purpose and Core Values, the ideology which are the pillars of the brand.
CORE VALUES
1
True Empathetic Care.
2
Inherent Honesty.
3
Complete Competence.
4
Integrity For All.
BRAND PROMISE
“We provide in-depth service, expertise and advocacy throughout your immigration journey — lifting the burden of stress and uncertainty involved in obtaining permanent or temporary status in Canada.”
BRAND MISSION
“We help organizations, individuals, and families make sense of the Canadian immigration system.”
BRAND ESSENCE
“Advocacy For Your Future.”
Brand Identity Refresh
Brand Typography
—LYON TYPEFACE FAMILY by Commercial Type. This humanist old-style face, is warm & sturdy, & efficient perfect for professional service settings. Lyon gives JKC brand a classical formal voice when needed, with a human touch and a relevance in todays’ digital world.
—GRAPHIK TYPEFACE FAMILY by Commercial Type. A warm sans, combining the rational intelligence of geometric-sans, with the unique charm of the more humanist school-of-thought found in the early grotesque sans-serifs. Graphik is approachable, friendly, open, hard-working, sturdy, and says JKC is modern (yet not cold), functional, personable and accessible.
Brand Image Direction
Brand LogoMark
Canadian Icon, Home Goal, Authority Signal.
Refuge & Resources, Clear Plan & Path — journey to Rebirth.
Transition. Reach Your Goal, Entrance to Paradise.
Secure Feeling. Inclusion, Honour and Home.
LogoMark Direction
Brand Signature w/ Tagline
Brand Colour
Vivid Peacock Green
CMYK: 70, 0, 55, 0RGB: 67, 183, 146HEX: #43B992PMS: 2240 C
This hue conveys a sharp, modern, Western image. Associated with being desirable and fashionable in Asian markets. When combined with cool colours, such as blues, the effect is agile, vigorous, active, bold and progressive.
Dull Shadow Green
CMYK: 100, 0, 40, 4 0RGB: 27, 103, 103HEX: #1B6767PMS: 8744 C
This subdued tone of grayish green, is quiet, sophisticated, and traditional. Naturally rational and sober in character, it conveys images that are precise and composed. When paired w/ bright colours, the impression is modern & reserved.
Light Silver Gray
CMYK: 5, 5, 5, 0RGB: 235, 234, 228HEX: #EBEAE4PMS: Cool Gray 1 C
Conveys the freshness of white, yet has a more noble and polished impression. Ideally combined with cool/soft hues, to create a reserved, refined and distinguished image. Has an intellectual, rational, calming and modern feel.
Pale Aqua Green
CMYK: 30, 0, 10, 0RGB: 184, 2 30, 230HEX: #B8E6E6PMS: 2225 C
This clear & refreshing colour appeals to both men and women, young and middle-aged. A naturally pure & simple image, when combined with cool/dark blues creates a calming, healthy, and peaceful touch. Associations to the West.
Bright Salvia Blue
CMYK: 30, 0, 10, 0RGB: 184, 2 30, 230HEX: #B8E6E6PMS: 2225 C
This bright & clean hue, has a smart, structured yet refreshing image (ties to West). The effect is youthful, pure & fresh; it’s stylishness is appealing. Projects a progressive image to inspires dreams for the future.
Dark Mineral Blue
CMYK: 100, 75, 15, 30RGB: 27, 54, 100HEX: #1B3664PMS: 654 C
Perceived by the general public as being more familiar that any other (aside from red & white). More supple & less formal, when compared to black—yet still has the characteristics of dynamism, sharpness and feeling of timelessness.
Positioning Statement
Target Audience
For those seeking to live, work or study in Canada in order to fulfill their personal and professional goals in an environment of freedom and opportunity,
Frame of Reference
J. Kenney Consulting, Canadian Immigration Specialists, lifts the burden of stress and uncertainty involved in obtaining permanent or temporary status in Canada.
Differentiation
We strive to treat each client’s case as if it were for a member of our own family and care deeply about obtaining the outcome you are seeking.
Reasons to Believe
Backed by decades of experience providing expert advice, counsel, representation and advocacy of behalf of many hundreds of successful clients. With prior experience working at both the provincial and federal levels in the immigration field, we provide a complete understanding and knowledge of the application process as it relates to an individual’s case, not only as consultants but also as educators and acknowledged leaders in our field.
Brand Website
Based on the brand roadmap & story, we had a good understanding of the structure and framework we would use for communicating the desired messages to the audiences.
— How can we design the information to be understood easily and clearly?— How will we organize the information for access, navigation, and search?— How do we present the thought-leadership and longer-form writing?— How can we organize the info in a logical manner, around user needs and journey?
I engaged Joe and his team in the copy-strategy, writing, and eventually the translation from english into Japanese and Mandarin. We managed and collaborated on the written content through Google Drive project folder. With the team on finalizing translation, i was able to work to develop a prototype of the site, to build out the information architecture, and apply the brand "look & feel".
Information Architecture:
We designed the structural of the critical information to be communicated, to ensure the messaging would be easily be received by the audience.We mapped-out the logical flow of the narrative through the website landing pages, sub-trees of navigation, as I worked to define the user's journey.The synthesis of information, organization, navigation, communication, and search. Shaping the service info and framing the experience for the user, it support of usability, scan-ability, find-ability, and comprehension.
