YouProject is a company that provides personal life-coaching services for women. The brands on the Russian coaching market are not well developed. Most of the companies use a “personalized” approach, where businesses are built on the coaches’ names. The lack of market supply for women make this a an open niche to be filled.
Visual identity should reflect both the company’s clarity and rationality (the target audience being active women used to handling their problems independently). At the same time, it should vivid and grab people’s attention, because balance and harmony in all areas of one’s life serve as the foundation for life-coaching.
Visual identity has a fine balance between the company’s business strategy and a women’s feelings. This is what shows the two-part logo and the color choice (black & white – rigor, order and clarity, and bright yellow – emotions, optimism and the joy of being alive).
The basic graphic elements are “hand-drawn” layouts, plans and icons that symbolize a project-based approach
to one’s life.