William Griffin

three in one

Because his business and brand is driven so much by his actual person, our first objective was to discover what stories and qualities William wanted to communicate to his potential audience.  Throughout our discovery sessions, we discovered three major personalities that he wanted to convey: the gentleman, the monk, and the surfer. 

Each of these personalities seemed so far away from each other and yet the combination perfectly described who William is, and the kind of qualities his potential clients would value.

the monk

The Monk reflects upon the spiritual and conscious path that he has taken on. With meditation and introspection a deep and important part of his life, William wanted to pass on the teachings and philosophies he’s learned to his clients, in order to lead a more conscious and intentional life. The monk, for William, symbolized CONSCIOUSNESS.

the gentleman

With a nod to his British roots, the Gentleman highlights William’ polite and respectful demeanor, his realistic outlook on business, and his courteousness. However, we realized that one of the more important qualities that we wanted to show, in terms of his business, is the SOPHISTICATION of a gentleman.

the surfer

Although the finer things in life do seem appealing, at heart, William embodied The Surfer. Comfortable and content with a minimal, bare foot lifestyle: enjoying the simple pleasures in life. You could often see him riding his motorbike barefoot in Bali, as he’s on the way to the beach. Small things are incredibly valuable and important. The surfer represented the FREE SPIRITED life that he wanted to embody, and help his clients to capture.

Our challenge now was to combine these three personalities and relate them to an audience in a way that is not confusing, overbearing, or seemingly pretentious. 

client targetting

Now that we understood how William wanted to be perceived by his audience, we needed to identify who they were. To cover all our bases, we created three client personas: the Current Client, the Potential Client, and the Aspirational Client. 

current client

For the Current Client, we envisioned a fusion of Williams active clients. we created Natalie: a young aspiring digital nomad who had just recently made the move to Bali from her home country. She is now looking to build her own business, most likely in coaching, so that she can fund her travels and maintain her ideal lifestyle.

potential client

Our second category: Potential Client was Hugo, a posh Englishman in the financial sector, who has a great job, a house, a mortgage.. but is feeling restless and would like to do something new. As we started fleshing out Hugo’s personality… we realized that this is a man extremely comfortable in his position. In order to make that leap, move across the world, leave a cushy and secure job in order to become an entrepreneur… that would take a lot of convincing. We realized instead that any clients that William wanted to target have to be much closer to making that jump.

So Hugo? He got scratched.

Instead, we created Ryan: a 30 year old ads agent who is ready to drop his job, and move into a new stage of his life. He was very comfortable, but is now looking for a bigger challenge, and to make a name for himself by building something new.

aspirational client

Our final, Aspirational Client : Felix. This is the kind of client who, at the moment, is unattainable, however, in 10 years time, this is the type of person we would like to be working with on the regular. He is a successful startup/ tech CEO, with multiple projects on his hands, with a beautiful family… but wants to be more intentional and conscious in his spiritual side as well. 

what’s important?

While we were creating the client personas, we began to identify the values of each clients. Natalie (the current client) is looking for guidance, and someone to support her through her entrepreneurial journey. As she is also in a transitory stage in life (big life move, new position, etc) she is also finding herself, and needs someone who not only challenges her to expand her horizons, but also accepts her discoveries, and recognizes the changes that may take place.

Ryan, on the other hand, needed someone to help him make an informed decision on when to leave his job, what to pursue, and where he’d like to go, and accomplish. He would need someone that would be there to supportive and challenging.Felix, the aspirational client, would want someone who is not only experienced, but also established as an expert, a sought after and in demand coach, who has been working with other leaders in their field.

Essentially, what it comes down to is establishing a sense of trust, showing a genuine interest in his clients, while conveying professionalism at the same time.

plot twist

When we began to design with Natalie, Ryan, and Felix’s goals in mind, we realized, in fact, that Ryan didn’t fit into our trajectory at all. Just like with Hugo… William decided to work with people who have already BEGAN their entrepreneurial and spiritual journey, and are looking for someone to take them further and elaborate on it.

intentional design

We needed to create a visual identity that identified with the values William wanted to convey:  sophisticated, conscious, and free-spirited, while simultaneously adding the values that Williams target market was looking for: trustworthy, genuine, and professional. We came up with a series of different visual strategies, and come to the conclusion that the visual identity should be polished, sleek, and clean.  By maintaining a simple black and white, with a slate blue color… reflecting the calm and peace he wants to work with his clients to attain. We also decided to do a photoshoot that incorporated the color palette, in order to keep the visual identity cohesive.

ready to level up

Just as he helps his clients level up in both their life and in business, William is now ready to take his coaching practice to the next level. His website, logo, and visual identity now reflect the sophistication, consciousness, and free spiritless of his personal brand, and resonates with his audience.

Since his website launch, Williams client base has grown tremendously. His mission of evoking the consciousness in guiding entrepreneurs to a conscious and intentional life is not only coming true, but growing in impact.