Annemiek Franse, founder of Tip Coaching, is an entrepeneur that coaches people in their jobs, helping them grow in this profession. Annemiek asked me to create a corporate identity for her business. The main focus was about communicating the company’s key elements: talent, inspiration and passion (tip).
Signika Negative various styles
The aim was to capture Annemiek’s vibrant, warm and creative personality inside of her logo. To accomplish this, we agreed a poppy flower would be the right depiction. The poppy flower is Annemiek’s favourite. She told me how you can’t pluck a poppy flower, for it will wither right away. Thus you should value the flower’s beauty when it’s blossoming in the field.
The vivid, red color of the flower fits the company’s key elements; talent, inspiration and passion, perfectly. The imperfection of the logo’s trembling lines and painting outside of these lines corresponds well with Annemiek’s approach.
Like the logo, the website had to be a reflection of Annemiek's character. It should tell her story in a way it feels like Annemiek was telling it to you herself, with the same positive energy she brings with her. The story however, isn't meant to be told in a chronological order. The user chooses the information to be told. Every webpage links to one another in a storytelling manner, to keep the information flowing. There are no dead ends.
Communicating the services
Annemiek divides her activities in three categories; individual coaching, team coaching and parental coaching. Each category contains several services. We thought, however, this way the services would be too hard to find for an outsider. A user must invest time in discovering every service, and what the services can mean for himself personally.
So we gave the user an additional and faster way of discovering all services as a whole, by asking him a question: what do you struggle with? What follows is a list of the most frequently occuring issues Annemiek comes across in her profession, written as a first person problem (e.g.: "The collaboration between me and my collegue doesn't run smoothly"). Every issue leads directly to the service that could bring a solution to the problem (e.g.: Duo coaching).