I P I V O T U P

How do we drive consideration

T H E B A C K G R O U N D

Brands and companies are constantly seeking new ways to engage and capture the attention of their target audience. It has become even more challenging for a brand to stand out, especially in the digital world. With the introduction of AI, we see a decrease in authentic messaging, which does not help create an emotional connection between brands and consumers.

How can we stand out and drive consideration in a market filled with so many different brands? How do we build trust, create emotional connection, foster engagement and provide value? How do we drive consideration?‍

Here is what we did for iPivotUp, a professional executive coaching company based in Singapore and the Philippines.

T H E B R I E F

With a rapidly growing business offering executive coaching services, Eya Sicat wanted to launch a distinctive brand with a defined promise she could deliver to leaders and professionals.

Eya Sicat, an ICF credentialed executive and leadership coach specialising in health and wellness, with coaching experience, formal and informal, spanning more than a decade, approached Straits Creative with the challenge to create a brand that will inspire her clientele to pivot to success.

She required a unique and meaningful brand that encompassed her values, coaching style, and methods and was heavily differentiated from the rest.

T H E S O L U T I O N

We started with social listening, which provided robust qualitative insights about her potential audience within the executive coaching landscape. Here, we captured motivations and attitudes towards differentiated service offerings and communication and mapped out relevant content pillars, which helped differentiate Eya Sicat's offering from other executive coaching services.

We used the name and strategy to create a logo icon and word mark that captures the spirit of the business. iPivotUp was born from an individual's solid affirmation to pivot to success and positive outcomes.

We harnessed iPivotUp's visual identity from the outcome of Eya's coaching service offering. Our creative exploration focused on creating a positive and dynamic visual identity, introducing a peaceful palette of blue hues representing freedom, intuition, imagination, trust, confidence, and stability. Our detailed art direction utilised positive and inspiring movements to help further develop brand imagery.

To support the launch, we created the website, a sales toolkit, and branded assets that the company could use for all its client engagements.

From positioning, naming, and other communication assets, we helped Eya create her breakthrough brand, inspiring everyone to say “I pivot up.