Thoughts are patterns. They have shape and direction.

Background

Everyday, neuroscience is proving the human brain is more adept to change than we’ve previously thought; both positive and negative alike. Nowhere is this positive and negative influence so abundant than the workplace. To navigate such rapidly changing winds, leaders have turned to mindfulness and meditation as a way to reduce stress and get the most out of their teams.

The Reminding Project is a social business to rethink leadership in the 21st century. They employ best practices in mindfulness, emotional intelligence and leadership to design and facilitate programs that transform people, culture, and organizations for peak performance and well being.

With major players in the market including Google (Search Inside Yourself) and Lululemon (Whil.), The Reminding Project looked to establish it’s identity and differentiation.

Challenge

When you mix practitioners of mindfulness and meditation with those of business management the language can become fairly esoteric. Neither side really understands what the other is saying or in need of. The whole idea of meditation in the workplace can become sort of … well, “whoo whoo.”

With major players in the market including Google (Search Inside Yourself) and Lululemon (Whil.), The Reminding Project looked to establish it’s identity and differentiation.

Solution

We worked on defining The Reminding Project’s core character archetypes. This allowed us to see insights into their strengths and weaknesses as an organization. The archetypes became the foundation for the brand voice, personality and tone. We also identified the core archetypes of their audience and competition. This matrix of character traits allowed us to see key connections with their target market and differentiations from their competitors.

These ideas were then translated into the brand identity concept, “Thoughts are patterns. They have shape and direction.” The Wave became a device used to promote flexibility, adaptability, non-judgement and inclusion. It’s the foundation of our thoughts and it is what makes every person unique.

Result

By digging into ‘who’ the organization is, we broke the auto pilot assumptions regarding the market, the audience and competition. This unearthed a deeper connection to the work, opened up possibilities to connect to their target market, and guided The Reminding Project towards strength, purpose and worth.

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