Zelfio

Visual brand by Likely Heroes

Zelfio is a self-development app targeted at businesses and individuals. Support was needed on two aspects of the brand - the core positioning plus development of a distinctive tone of voice, which then needed to applied across the app.

Three versions of a core positioning were created and implemented across test website pages. All three went live in tandem to understand which achieved the best level of engagement amongst target audiences.

Close collaboration on the tone of voice project involved the development of two styles initially. One was more evocative of a real-life coach and the other had a more digital tone. The more human voice was the selected route with warmth, encouragement and personalisation being key aspects of the brand offer. Users of the app also needed to be reassured they were in a safe and private place where their information was secure.

With the brand voice established, 25+ coaching plans were edited in the appropriate style.

Role

• Client engagement on purpose and strategy

• Core positioning development

• Brand story

• Tone of voice development

• Copywriting