CORE STRATEGY_IDENTITY
ENTELECHY
_ACADEMY
Head of Brand & Creative Lead
A TRANSFORMATIVE FORCE IN LEARNING
The pandemic and the rise of new technology created a skills gap preventing people and organisations to adapt to a new world of work. While employers can't find people with the right skills, people are not provided with the right knowledge or tools. Reskilling and upskilling is slow, insufficient and mostly based on obsolete methodology.
Entelechy created a learning experience to help people and organisations turn innate Character Qualities into some of the most in-demand skills in the world. (With one SINGLE act of SELF-IMPROVEMENT every day.)
BRANDING CHALLENGES
Differentiate from three competitive markets and claim leadership in its field as a start-up business.
Simplifying 54 Character Qualities central to the product. (Flow, concepts, categorisation, and value).
The interface between personal development, career progression and human fulFILment.
As a 1st-to-market, this product has no direct competitors, yet it sits between three highly competitive segments, presenting a positioning challenge, solved with creating a new category – and leading by default.
To create a brand territory, identity and voice compatible with B2B and D2C contexts.
To distil complex information into simple concepts, narratives, and user experiences.
Entelechy [en-te-le-key]
NOUN: The vital force that directs an organism toward self-fulfilment; realised potential.
BRANDING WITH SOUL
The core strategy was built on a strong, human-driven purpose to shape business conduct, attract the best of people, and create a genuine connection with those it is designed for.
Starting with the name, this personality is focused on personal empowerment and is designed as an awakener brand to enable people to discover their innate capacity to fulfill their potential.
THE BRAND MANIFESTO IS ONE OF PERSONAL POWER; an ODE TO OUR INNATE ABILITY TO evolve, TRANSFORM AND REINVENT ourselves in all AREAS OF OUR LIVES.
WELCOME TO A NEW GENERATION OF LEARNING
The first drafts of the brand manifesto and learning concept, homemade to convey the brand's underlying concept (MVP) and brand voice. [copy & editing]
VISUAL IDENTITY
LOGO
This logo design represents the stages of evolution through six development categories. The meaning of entelechy inspires the heart shape and 'butterfly effect' animation.
ICONOGRAPHY
A set of 54 hand-drawn icons representing Character Qualities, divided into six categories representing the flow of different learning stages.
