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Collaboration and Approach

Esther's question at Studioplay® was different than usual: she had no name, no brand, and actually didn't even have a sharp picture of herself as a professional. The process therefore started blank, with an in-depth exploration of her 20+ years of work experience. In intensive sessions, hundreds of words, talents and experiences were collected and clustered. This process sometimes felt like a half marathon, but gave Esther energy and new insights into her strength and direction as an entrepreneur.

What Esther appreciated was Tim's direct and honest approach: spot-on, confrontational where necessary, and always focused on the essentials. Based on that basis, mood boards were developed that immediately brought clarity. Esther recognized herself strongly in the elements and chose a combination of directions. This provided a solid starting point for the development of the name, logo and corporate identity.

Results and Impact

The result of this process is more than just a brand identity. For Esther, working with Studioplay® felt like a combination of personal coaching and brand development. The name The Cultivist and the visual identity not only give her a professional profile, but also form a foundation for growing as an entrepreneur. The brand was deliberately set up as a “work in progress”: flexible, moving and always connected to her personal development.