During the first quarter of 2022 we have been working on Branding definition and development for Valérie Henzen’s new personal project. Valérie has 15 years of experience in the fields of marketing, branding and communication.
In order to kickstart her new professional venture as an independent consultant, Valérie Henzen needed our support to define and develop the corporate identity for “Minds & Heart”, her new marketing and communication consultancy located in Switzerland, and specializing in establishing strategies through cultural transformation and putting people at the center.
Following the NOMON method, we first carried out our analysis and observation phase, looking at Valérie’s competitors. We assessed their branding, positioning, and their verbal and visual communication. Alongside Valérie, we also reviewed her portfolio of services.
«Minds & Heart, We put words into action» launches as a consultancy that supports its clients in achieving ambitious goals, unleashing their full potential from a holistic approach. As a matter of fact, the naming itself already communicates its objective: in order to create memorable projects, you will need great minds and a big heart.
Based on Valérie’s naming proposal and her positioning, the storytelling was created in form of a 6-point manifesto, which we assessed collaboratively, and which quite accurately states the nature and purpose of the consultancy.
Starting from the naming “Minds & Heart” and the brand positioning, which had been already determined by Valérie herself, we endow the brand with both verbal and visual elements, and so define the corporate identity and its art direction.
The corporate identity uses two different typefaces, the Grand Slang Roman, –which we adjusted and retouched for the “mind” word– and the GT Alpina Fine, for the “heart”. The colour palette is fundamentally black & white based, using complementary colours such as dusty pink, khaki and warm grey.
The art direction is presented using images of the professional, of details and textures of her everyday actions, and some of the elements that accompany her throughout the day.
Finally, we applied the newly designed branding to a series of different physical and digital communication materials, such as the website.
Through carefully listening and understanding what the values and differentiation of Valérie Henzen’s consultancy were, we created a very personal branding, which she feels represents her perfectly, since it conveys her DNA and, in extension, also the DNA of her consultancy firm.
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