Lenerd Louw, previously a CEO of a direct life insurance company in Cape Town, has decided to change his life completely and embark on a profound five-year journey around the world.

He has written a book “Jump! JUMP! An epic soul and sex adventure” that was the primary source of information about his life path, journey towards the realisation of his new life-purpose and further career direction in men’s sexuality and spirituality.

The first meeting’s purpose was to get to get to know the status quo of the client’s journey, establish the needs as well as expected deliverables. We touched on the go-to-market strategy, desired audience and growth vision for the business.

At the meetings that followed, we explored in-depth Lenerd’s personal and collective WHY for creating this type of offering, the dream that he’s making a reality and the values that he stands for. Defined his market value proposition, unique selling points, the differentiators that can make his offerings stand out from the competition.

Furthermore, we looked at the ripples that Lenerd wants to create by entering the market. The impressions, feelings and thoughts that he’d like people to have when meeting his brand, the essential purpose of the deliverables, it’s specific structure, communicates and desired look, feel and experience that the audience will be immersed into when visiting his website.

After the deep-dive into Lenerd’s passion and soul expression, We have created a series of logo visuals and website proposals, which, after reiterations, have found it’s final form.

The resulting artistic expression of the Business was aligned with Lenerd’s vision, mission and purpose, serving desired audience with a thoughtfully designed user experience (UX) and deeply connecting the “soul energy” of his offering, tapping into the resonance of the “first impression” that one aims to achieve.

Logo & Key Visual:

Triangular shapes with rough edges represent the masculine energy that Lenerd’s offering is all about.

The serpent necklace that he likes to wear served as an additional inspiration towards the direction and overall structure of the final shape.

Downwards facing triangles indicate the wisdom that is being channeled towards the willing recipient.

Uneven widths of the shapes and incompleteness of the triangles speaks to our innate imperfections and open spaces for growth and light to come through.

The shades of silver chosen for the logo add exclusivity and speak to high-end experience that Lenerd is bringing forth.

Dark colour scheme sets the scene for more serious, mysterious and almost mystical experience of the website.

Shades of deep blue bring in the business maturity.

Dark reds serve as effective calls to action, balancing the overall look and feel with kind of softness and warmth of the “love” theme, that Lenerd’s offering is all about.

For the lettering, I chose the font called “Perspicacious” which not only fits in with the roughness yet unity of the spirit of the business, but also speaks to the richness of Lenerd’s experience and knowledge in the field.

The Copy:

Mission & Vision statements, offerings’ descriptions, differentiators and character if Lenerd Louw were encapsulated in well structured communication that’s aligned with the visual presentation of the Brand.

Summary:

3 Discovery Meetings

Logo & Key Visual Creation

Copywriting

Website:

– technical set up

– visual and UX design

– collaboration with the copywriter to ensure the copy and the visual are telling the same story

– implementation into the final web brand representation

The collaboration effectively continued into long term relationship within the scope of: marketing strategy consulting, website management & SEO optimisation, further marketing assets creation, as well as social media and online promotion.

The keywords that appeared in our initial discussions were: Mother Mary, dark night with the stars – unconscious, cycles and circles, cogs, medicine wheels, edge, wheel with the handle, falling, golden age of life, landing gold, materialising, floating, universe, flow, connection, 4th dimension, uniting with all of the timelines we have on earth, golden light – Aligning into the timelines, landscapes of the consciousness, The ocean, the skies, the body of grass, sound, colours of white, indigo, harmonious becomes integration of colours, golden spark, mountains with rays of light coming through, the light shining through the forest, feelings of the light coming through…

The website was meant to recreate Maraya’s offering in such a way, that it would convey the advancement of her work, bringing people to the lightness and aligning them with their divine blueprint of creation. Her previous work was focused on ceding the layers and going into the darkness of human experience. The process of aligning with her new desire to serve those who want to access the light was the main objective of her new website expression.

I have delved into her new offerings, to understand the depth of her work, what brought me to the final, golden-like, grounded, connected, encapsulating offerings’ power and significance yet functional and user friendly website.

The idea for the design was to take the visitor on a journey, give them sense of exploration, curiosity, depth and feeling. Bring them back to their inner Self and invoke the urge to explore more of that through accessing Maraya’s life’s work fruits.

Photography and visuals used on the website speak to the vast landscapes, transformation but also humanity and sense of warmth, safety and feeling of being at the right place.

Richness of the offering (private sessions, membership offers, downloads, books, art, self-study courses, events, gift cards and more) has been thoughtfully distributed across different sections of the website, allowing the user to access them at the right time of their exploration journey.

Optimised user experience, streamlined booking and buying system, ease of processing orders and client communication, integration with mailing and payment systems combined with aligned visual expression of Maraya’s envisioned creation are serving not only her, as a Business Creator and a Spiritual Guide but also the visitors wanting to dive deeper into their own innate and collective wisdom that Maraya’s bringing to the light.

Summary:

1 Discovery Meeting

Logo & Key Visual Creation

Website:

– technical set up

– systems integration

– visual and UX design

– implementation into the final web brand representation

The collaboration effectively continued into long term relationship within the scope of website management, optimisation and further visual assets creation.

Michal Maayan Don has dedicated her life to a work of a sexual priestess, healing her own sexuality and activating her inner power, as well as serving women circles and groups to heal in that sphere for themselves. Her new brand and the website are to serve those, who have advanced in their sexual body acceptance and are looking to connect with others on a higher level, participate in deeper explorations of their sexual beings.

Getting to know Michal’s life’s story was essential to understand her background, mission, vision for the future of Humanity and deep sense of dedication that she’s embarked to carry within.

From there, we proceeded to explore the range of offerings that she has crafted for her career advancement, spoke to the forms of practicing being together in an environment that is healing collective trauma within the group and bigger field of consciousness. The journey from immature femininity & masculinity in all of us, towards transformation into mature embodiment of tribal being. Mature tribe.

To understand the depth of the promise Michal is bringing to the world, we have embarked on a journey of studying topics of shame and guilt coming from our deep-seated cultural programming, and the meaning of tribal connection in the modern world of drastic disconnection that we all experience – from one another and from oneself.

Internalising the essence of the teachings that Michal is here to bring has appeared to be essential in the process of creating visual representation of her offerings, as the profound impact of her work could only resonate at the level of higher consciousness.

Close collaboration with the copywriter was equally essential, as the wording, that would be used to convey Michal’s message to the world, served as a significant source of inspiration towards eliciting her offerings into appropriate visual expression.

To distill the essence and envision the soul of the business to come, we have looked into the archetypes of Sexual Priestess, shamanic practices, ancient philosophies, as well as field of psychology dealing with deep-seated traumas and internal programming, on a personal and collective levels.

The process served Michal herself in gaining clarity on the form of the offering and her personal role in the collective scope of work that she has committed to. From externalising the offering as a tool that the Tribe could use for their growth and benefit, she grew into owning the role of the Hostess and the Holder of that space. It was a significant shift that purified the dissonance between offerings and herself and created a clear direction towards the final brand expression.

Tapping into the depth of Michal’s offering, her cultural background, personality, energy that she exudes, the inspirations that led her through life and the role that she has decided to step into, resulted in creating highly spiritual, sensual, playful yet mature, structured yet filled with vibrance artistic expression of her business.

The final goal was to encapsulate Michal’s role as a Mother of the Tribe, the collective healing journeys that she holds space of and the level of receptivity of her conscious, advanced audience.

The Logo & Key Visual:

To showcase the Mother of the Tribe, we have decided to use Michal’s photography in a pose of visionary expression and dragons as a representation of profound transformation that she facilitates. The tribal aspect of the offering has been encapsulated through paint-like shapes added to the designed goddess.

The lettering chosen for the brand represents ritualistic style of the offerings, adding ancient spirituality aspects to it.

The dark green shades and shapes incorporated in the website design set the atmosphere of depth and curiosity, creating mesmerising, wild, forrest-like environment, meant to bring one closer to the sense of new beginning, growth, grounding, fertility, drive and awakening passion for life.

The black background chosen for the branding and website design speaks to the depths of the work offered, the darkness that one needs to access for the transformation to happen.

The Copy:

To arrive at a brand language that deeply resonates with the selected audience we wrote poems, taglines, quotes, product descriptions and mission statements that encapsulate the essence of the offering in a highly creative manner. Invoking curiosity was essential to grab reader’s attention and we achieved that through diversifying the forms of speech, using different writing techniques, and presenting Michal’s visionary offering in the spirit of mysticism and philosophical voice.

Summary:

3 Discovery Meetings

Logo & Key Visual Creation

Copywriting

Website:

– technical set up

– visual and UX design

– collaboration with the copywriter to ensure the copy and the visual are telling the same story

– implementation into the final web brand representation