Brand platform, naming and identity for emotional intelligence courses

Corporate branding

Analysis

Brand platform

Naming

Logo

Identity

3D visualization

Sense Flow is an emotional intelligence education platform for business and private clients. It helps people understand the nature of emotions, learn how to manage them and use them as a tool to achieve goals — in work and in life.

For businesses, Sense Flow offers solutions that help build effective teams, increase employee engagement and minimize conflicts. For private clients, it is a way to self-knowledge, improve communication and create a «manual for life» that helps them feel more confident and harmonious.

To create a strong brand platform and naming for the emotional intelligence courses, comprehensive work was done to position and communicate with target audiences — for both business and private clients.

Understanding audience challenges

For B2B audiences, key challenges are highlighted, such as lack of awareness of the value of emotional intelligence and its implementation in business processes. Often companies see emotion management as something abstract, ignoring the impact of emotions on employee performance and the business as a whole. For B2C audiences, the course aims to help people manage their own emotions and improve their personal lives through recognizing and structuring their feelings.

Brand goals and objectives

To create a clear and understandable learning system that does not overload information, but offers practical tools for immediate use in work and life. To position the course as a solution for improving personal and professional effectiveness, based on the awareness and management of emotions.

Mission and philosophy

For employees, the course offers tools to help them work more effectively in teams, manage conflict and stress, and increase engagement. For businesses, the goal of the course is to teach employees how to understand how emotions influence decisions and how to manage this to improve performance.

Methods and approach

The platform relies on experienced mentors and practical case studies that can be applied directly to work practice. The methodology involves direct interaction with participants so that they can integrate what they have learned from day one. For a B2C audience, the course aims to help people manage their own emotions and improve their personal lives through recognizing and structuring their feelings.

Creating a unique identity

The brand incorporates elements that emphasize expertise and support, while avoiding unnecessary abstraction and focusing on simplicity and accessibility of materials.The brand is positioned as an expert in emotional intelligence for professionals that helps systematize emotions and apply them effectively to achieve personal and organizational goals.

The result is a clear, practical and results-oriented platform for emotional intelligence training with a focus on applying the knowledge gained in real life and business.

Sense Flow

The brand name Sense Flow reflects the essence of emotional intelligence as the ability to recognize and manage emotions, turning them from a chaotic flow into a conscious tool for achieving goals.

Flow is a reference to the state of flow, when a person is fully engaged in the process and achieves the highest efficiency. Emotions are not a hindrance here, but a resource that helps one move forward.

Sense — emphasis on awareness, understanding of oneself and others. It is about the ability to «feel» not only one’s own emotions, but also the emotional state of others.

The name emphasizes the idea of the course: to learn to see emotions not as chaos, but as a tool for achieving goals — in life and in business. It is intuitive and creates a positive association with harmony and control.

The Sense Flow logo is a font solution that reflects the key idea of the brand: emotions as a conscious and controlled flow. The smoothness of the lines in the letters symbolizes the flexibility and fluidity of emotions, their constant movement and influence on our life and work.

The key element is the letter «W» made in the shape of a wave. It not only visually supports the metaphor of flow, but also becomes an independent graphic element. The wave-shaped «W» is a unique brand mark that can be used separately from the logo in visual communications: icons, patterns, social networks and merch.

The main colors of the brand are blue and dark blue. They symbolize stability, confidence and depth of emotions, reflecting the brand’s philosophy about the importance of conscious management of inner states. Blue is associated with clarity of thought, trust and calmness – key qualities for effective communication and decision-making. Dark blue adds seriousness and weight to the identity, which is especially important for the b2b segment and emphasizes the brand’s expertise.

Laconic logo in combination with style elements and strict modular grids looks harmoniously on various corporate identity carriers: from business cards and presentations to advertising layouts and merchandise. And the color palette makes visual communication integral and flexible and expressive.

Visualization of abstractions

To reinforce the brand message and make complex concepts of emotional intelligence more accessible and visual, we developed a set of abstract 3D shapes and forms in the style of glossmorphism. These elements metaphorically reflect the fluidity of emotions, their multi-layered nature and dynamics.

Glossy volumetric shapes visualize emotional states, helping to simplify the perception of complex concepts and make brand communication more lively and memorable.

A set of backgrounds in the same style emphasizes the effect of movement and flow energy, creating a sense of depth and engagement. They add visual dynamics and make it easy to vary the design for different formats – from presentations and advertising layouts to digital media.

The course website has become an important part of the brand ecosystem and a logical continuation of the decisions made when developing the brand identity. Its design fully reflects the brand philosophy — simplicity of perception of complex topics and balance between structure and free flow of information.

The site is divided into two areas — for B2B and B2C audiences – to simplify the user journey and provide relevant information.