Mentor, guide, truth-teller.
ALICIA M.RODRIGUEZ
WHAT WE DID TOGETHER
Brand strategy
Brand voice
Messaging and copywriting
Brand identity and design guidelines
Brand guidelines
Brand application and materials
Website
Alicia M. Rodriguez enables people to feel and embrace limitless possibilities, and turn that confidence into life-changing action. She has a wealth of experience as an executive coach in corporate America, another life spent in the Ecuadorian jungle married to a Shaman and a deep connection to nature and spirituality.
Together, we created a brand that brought together her passions, spoke about her journey and what that brings to her work as an author, retreat host and coach.
THE CHALLENGE:
Setting the Stage to Thrive
When Alicia came to us, she was managing 3 different businesses, with 3 different websites, with 3 different lots of branding—each as the home for her passions across writing, coaching and retreats.
Alicia’s struggle was how to connect them, or bring them together in a new way. We understood that these were not 3 separate things and they made up a continuum of experiences and aspects of what makes Alicia a whole person.
Our goal was to translate everything that makes Alicia who she is into one, holistic brand experience that set the stage for her to thrive and expand her incredible work.
The Research:
The Contrasts that Made the Brand Whole
We had the privilege of knowing Alicia throughout the years and seeing the outcomes of her work before this collaboration (we worked with her clients Melina Cordero and Angie Kubin). By undertaking many interviews, reading her writings, and meeting her clients and friends, we really understood who she was and what she was about.
At the heart of the strategy lies this idea of being whole—embracing both the good and the bad, the pain and the joy, the ebbs and the flows. The whole journey towards becoming limitless means we embrace the depths and highs, the effort and the ease. This ethos became the core essence of her brand, speaking not only to her life experiences but rests at the heart of her writing, coaching and retreats.
“This was a doozy! Taking 3 established brands and consolidating them into one, tight and cohesive offering. The common thread that wove it all together was Alicia’s incredible journey and experiences – her vision and purpose became super clear, that allowed us to build this all-encompassing brand.”
Lauren Jones, Brand by Boudica
We absolutely heard Alicia when she told us she was a writer first, where her ambitions were and that this brand should primarily be a platform for her as an author. We reframed her complimentary services (coaching and retreats) as a way to experience her message, in person.”
Lauren Jones, Brand by Boudica
THE STRATEGY:
Not Silos, but Continuum of Experiences
For Alicia, it was a process of letting go, while at the same time honoring every moment of the journey that had been—and then using those experiences as the starting point for us to build the brand towards tomorrow.
We worked to give Alicia permission to step into what she really wanted, without losing the things that made her who she was in the first place. All the different areas she was passionate about—writing, coaching, and spiritual experiences—are not meant to be built as silos or separate brands. We saw that as a part of one journey and story, one offering and brand experience.
The STORY:
A Tale of Two Halves
The idea of ‘a tale of two halves’ became central in the messaging and identity. A large part of her experiences were two halves – the cliffs and water, Sthira and Sukha, secular and spiritual. As in any good story, to be victorious, the hero must first overcome the challenge. We used this storytelling principle to guide the brand voice and craft an experience that brings these two opposing parts together.
THE IDENTITY:
Connecting to a story
The curve in the letter ‘A’ represents the arc of a story, the hero(ine)’s journey. Every part is connected to make someone’s life whole, the same way that the curve connects with the rest of the letter. The sea wave in the word mark is an invitation to what’s to come, like a wave revealing something that’s in front of it, always in motion and changing.
There’s boldness, movement, and energy altogether in the identity—a nod to the dynamism of life in its ups and downs and process that clients go through when they work with Alicia.
“When I saw that moodboard, it was quite emotional – that was it! That was the cliffs and the ocean – you really heard me and understood me.”
Alicia M.Rodriguez, Founder.
The impact:
Unapologetically Alicia
It was clear from the very beginning that Alicia wanted to be an author first. We wanted her to see herself in the guidelines and feel at home, so we personalised the brand guidelines to create something that’s more akin to her writing world. We approached it like a story book with a story arc and used the written descriptions as the main tool to guide the brand application.
Alicia now has a brand that brings to life who she is authentically and uniquely, and showcases the ethos of her work. She now has complete clarity about her next steps and why she is writing again! Through the work we did together, she rediscovered the confidence to be completely unapologetic about her story and continue to help people embrace limitless possibilities and forge powerful futures.
