When Esther joined studioplay®, she was still at the beginning of her freelance career and had no clear idea of who she was as a professional, let alone a name or brand for her company. Her question was different than usual: she not only wanted a brand identity, but also to discover what her professional purpose was. This was a unique challenge, because we started completely blank.

During our first studioplay® sessions, we discussed Esther's entire working life of more than 20 years. We looked at what gave her energy, what she received positive feedback on and what her talents were. The result: a wall full of post-its with ideas, talents and experiences. Together, we started grouping them together to get a clear picture of who Esther is as a professional.

The process was intensive, but it also gave a lot of energy. After each session, Esther felt like she had run a half marathon, but she trusted that it would bring her a lot. My approach to be honest and not mince words gave her food for thought and made her increasingly aware of her professional identity.

When we got to the mood boards, it was immediately clear to Esther which direction she wanted to go. Thanks to my mindfulness and listening carefully to her, we were able to combine elements from different mood boards into a strong and appropriate starting point.

Working with studioplay® was not only a creative process for Esther, but also a form of personal coaching. The result: a brand and corporate identity that allows her to continue to grow, called The Cultivist. Every step in the process has already proven itself twice.

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