Face Identity - Strategic Brand Building Journey
About the Brand
Face Identity is a pioneering coaching institute and think tank that combines cutting-edge research with personalized coaching to unlock the hidden potential of individuals. Rooted in a deep understanding of human morphology and behavior, the brand offers a unique blend of genetic, epigenetic, and social-psychological analysis to help clients better understand themselves and others.
My Mission
Togehter with founder Anja Kuhn in 2024, we envisioned a brand that celebrated individuality, promoted ethical understanding, and guided clients toward meaningful personal and professional growth.
The challenge: To better capture the idea of “face morphology”
To introduce to the big public a concept they are skeptical about. Bringing a relatively new concept to people is a hard pill to swallow.
The core challenge for Face Identity was to articulate its intricate, research-driven approach into a brand identity that was both relatable and inspiring. The brand needed to build trust and credibility among diverse audiences—ranging from private individuals to corporate clients—while reflecting its core mission of celebrating human uniqueness and promoting deeper understanding.
Strategic Objectives
Clarify the Brand’s Purpose: Position Face Identity as a trailblazer in interdisciplinary coaching and morphological analysis.
Develop a Purpose-Driven Narrative: Craft a brand story that seamlessly blends scientific rigor with emotional resonance.
Create a Cohesive Identity: Establish a visual and verbal language that communicates Face Identity’s mission and vision while resonating with its target audience.
The Process
Brand Discovery
Through immersive workshops and interviews, we dove deep into Anja Kuhn’s vision and the interdisciplinary nature of Face Identity. This phase uncovered the brand’s core values: individuality, transformation, and ethical understanding.
Crafting the Mission, Vision, and Defining Purpose
To uncover the essence of Face Identity, we began with an intensive discovery session with founder Anja Kuhn. Drawing on her background in finance, passion for personal development, and deep understanding of human behavior, we developed the following:
Mission: To empower individuals and organizations to uncover hidden potential and embrace their unique stories through cutting-edge morphological analysis and coaching.
Vision: A world where understanding human individuality leads to meaningful connections, growth, and mutual respect.
Defining Purpose: To inspire transformation by decoding the story written in every face, fostering a deeper understanding of oneself and others.
These guiding principles became the foundation for the brand identity, ensuring every element—visuals, tone, and experience—aligned with this core purpose.
Developing the Tagline: A Philosophy in Three Lines
This tagline became the cornerstone of the brand identity, encapsulating the entire philosophy behind Face Identity. Each element reflects the brand’s ethos:
"Dein Gesicht": Every face is unique, carrying untold stories and secrets of individuality.
"Deine Geschichte": Behind every face lies a narrative of talents, experiences, and potential waiting to be unlocked.
"Unsere Mission": Face Identity’s role is to serve as a guide, translating these hidden stories into actionable insights for personal and professional growth.
The tagline emerged from deep conversations with founder Anja Kuhn, where we explored the intersection of science, self-expression, and the transformative journey the brand offers. It symbolizes the partnership between Face Identity and its clients—a shared mission to uncover, understand, and celebrate individuality.
This tagline emerged through exploring the central themes of identity, transformation, and connection, highlighting Face Identity’s role as a trusted partner in each client’s self-discovery journey.
Brand Positioning: Defining the Space Between Science and Self-Discovery
In a market saturated with traditional coaching and self-help services, Face Identity positions itself as a unique intersection of scientific expertise and personal transformation. Its distinct positioning is based on:
Interdisciplinary Expertise: Combining genetic, epigenetic, evolutionary, and psychological analysis with actionable coaching methods.
Human-Centered Ethos: Celebrating individuality while maintaining an ethical framework that respects each person's biological and social uniqueness.
Innovative Think Tank: Positioning itself as a research-intensive institute, Face Identity stands apart by not just offering services but also contributing to the understanding of human morphology.
By positioning itself as both a transformative coaching experience and a leader in interdisciplinary research, Face Identity appeals to a dual audience: private clients seeking self-discovery and corporate clients aiming to better understand human behavior in professional settings.
The tagline “DEIN GESICHT. DEINE GESCHICHTE. UNSERE MISSION.” reinforces this positioning, conveying a balance of personalization, storytelling, and shared purpose.
The Outcome
The new brand identity positioned Face Identity as a leader in the niche space of human morphological coaching. Key results included:
A 45% increase in client inquiries within three months of rebranding.
Recognition within the coaching and corporate development industries as an innovative and ethical thought leader.
Positive client feedback emphasizing how the new branding reflected the transformative and scientific nature of Face Identity’s services.
