2014, Geneva, Switzerland
WEB DIGITAL ARABESQUES CONSULTING
Marie-Caroline reached out to me as she started her coaching agency. She needed a visual identity and a name.
After several brainstorming sessions with Marie-Caroline she was able to go back to the original theme that was important to her: danse, a good metaphor for self development. Arabesques then came naturally. While searching for visuals, I decided to use the Arabesque position as a departure point for the development of the logo. One foot as an anchor and one used for soaring. I also wanted to merge the "A" of Arabesques with the position and the key words given to me by Marie-Caroline: balance, sense of direction, anchorage. I wanted a logo representing both the A and an arabesque without being literal. My first step was to find direction lines. The coaching/consulting target audience is already in an important questioning time in its life. I wanted to keep it simple and to the point. I traced the different lines of the arabesque and rotated them slightly in order to make the "A" a little more obvious. I added volume to them to help communicate the idea of motion and change. I chose two fonts very different from one anothe: very round and in motion for Arabesques with a central letter (Q) reminding the visual, anchored and disciplined for consulting representing how serious the process of self discovery can get.
name, logo, stationery, bookmarks, website
Creative direction and design Stephane Bee
Programming Stephane Bee
Copy and proofreading Delphine Blanchard
"Stephane Bee is an inspired designer, a real artist, mixing acute intelligence, insight and efficient technical know-how : the result of her work went far beyond my expectations.
When I asked her to create the communication for my new practice (cards, paper, website etc.), she started by carefully listening to me, by asking me questions about what I wanted to transmit, by asking me words that defined my work.
A few days later, she proposed me a logo that deeply moved me in the sense that she captured something that went beyond my words, something like the essence of what I want to transmit. Her creative process is fascinating.
She is a great professional that could give me sound counselling on all the medias, while always letting me have the final choice. Working with Stephane Bee has been an exciting adventure and I strongly recommend her.
Marie-Caroline Bertoldo // Life Coach/Founder