S11 System
Branding and web design for business coaching
Client:
S11 System
Industry:
Coaching
Services:
Branding, Logo, Webdesign
Challenge:
A copied logo and a conservative website conveyed an old-fashioned overall image. The brand was perceived as dusty and unattractive.
What we did:
Strategic advice on positioning as well as professional branding and website design to perfectly convey the company values developed.
Result:
Positive perception of a strengthened brand as an innovative and modern business coaching.
S11 System offers business coaching for executives. It applies methods from psychology, as well as approaches from neuroscience, philosophy, and social sciences, which are unusual for the coaching world. This results in an innovative and novel mix of tools that are used systematically in business coaching. The holistic approach thus views the client as a system of multiple energies that influence and interact with each other.
We were hired with the branding and web design. The branding is provocative and loud, clearly distinguishing itself from the rest of the coaching market and conveying a bold and innovative character. The logo design in the branding impresses with its provocative and loud visual appeal. Two dots between "S11" and "System" serve as a dividing element and, with their upward offset, symbolize the pursuit of transcendence, the striving for something higher, something better. Subsequently, they also form the secondary stylistic element that visually ties the brand together and perfectly conveys the vision of S11 System with user-dependent microinteractions on the website.
The color scheme of S11 System is striking, colorful, and provocative, yet with a sophisticated business look. Exceptional and high-contrast typography ensures high recognition value. Moby is a provocative typeface that stands out and draws the viewer's attention. It impresses with its dominance, rounded corners, and, with letters of equal height, creates a geometric yet humanistic impression. Furthermore, Moby includes a capital "ß" (Eszett) – something that's not to be taken for granted. Work Sans, on the other hand, is a sans-serif grotesque typeface with a functional and clear character. Through their contrast, Work Sans and Moby convey the desired provocative tone of the brand message.
The two dividing points in the logo between "S11" and "System" form the secondary style element (SSE) in this branding. The SSE serves as a visual constant that runs through the entire corporate identity. This visually holds the brand together. Thus, the "look and feel" of S11 System is conveyed through all communication media, which contributes significantly to brand building.
"Great support, outstanding project management, and plenty of creativity: HCG corporate designs has it all under control + a friendly presence! 5 stars plus!"
Eberhard Kuom
The fully responsive website, including mobile website, was developed on Wix Studio and combines abstract imagery with subtle animations and user-dependent interactions. Additional features such as a blog and a newsletter system were also integrated.
The orange elements from the logo design are used like pins to cleverly "pin" messages to other design elements, like an important note. Here, too, the theme of improvement and transcendence is repeatedly used by the design elements flowing from bottom to top. Interactive scrolling animations with bright colors harmoniously blend into the web design.
Further details on S11 System branding can be found in the Corporate Design Manual .
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