Women-owned and created businesses account for an increasing percentage of businesses and company revenues in the United States. It is well known that women‘s education, professional development, and personal motivation as entrepreneurs contribute greatly to the survival and growth of their businesses, yet situational and cultural influences also affect women and men as they plan, start, and grow new businesses. Masterclass by SoulTribe offers workshops and classes where they can learn skills to realize and guide their business. The training assists participants from conception to launch, where they learn to engage with their clients’ needs and setting their personal goals. Masterclass is primarily focused on helping soul-centered people finding and running their heart-based business.
The Studio 4 course at NSCAD was introduced to SoulTribe Masterclass as a client, who wanted branding for their business. After analyzing the values and creating personas that matched the prospective clients of Masterclass, everyone in the Studio class was asked to create and pitch a visual identity. My suggestion was the one the clients bought; however, Cristal (our Lecturer) changed the suggested colors. The Logo was designed to reflect the affiliation to the (Soul)tribe, symbolizing the core values of spirituality and belonging, while feeling exclusive and creative. As final Assignment we were supposed to design the brand’s appearance on social media, where I took the colors that resembled the color of nature and combined them with the aspect of creating – adding abstract strokes and water colored background. This gave the brand an entrepreneurial touch and complements the playful, yet professional logo. The design was created to resonate with the target Group and to give them a platform on which they feel comfortable to reach their goals.
