CASE STUDY
Vipul Dayal
Executive coach and hospitality industry leader building a personal brand around ethical, radiant success
The Challenge
Vipul Dayal is one of the most experienced advisors in North America and a leading expert in the hospitality industry. His career is defined by innovation, integrity, and a genuine commitment to sharing what he has learned. The challenge was translation. His depth of expertise, his go-giving ethos, and his vision for a new category of ethical success coaching were all real and substantial. But none of it was yet expressed in a brand that could make him immediately legible and trustworthy to executives and entrepreneurs outside the hospitality world he had spent decades mastering.
The Work
Mindsy began by finding the Brand Soul and surfacing Vipul's unique story, purpose, personality, mission, and the specific audience his work was built to serve through a deep strategy session. The insight that anchored the brand was the concept of Radiant Success: the idea that true success radiates outward, that ambition and integrity are not in tension, and that the most experienced advisors have a responsibility to share what they know. From that foundation, Mindsy built an elegant, authoritative brand identity and structured a range of knowledge-based products, including a hardcover and digital book that positioned Vipul as the expert voice in his category well beyond the industry that made him.
SCOPE
Amplify
DELIVERABLES
Brand Strategy
Brand Messaging
Visual Identity Design
Brand Collateral System
Book Design
The Shift
Vipul now has a brand that matches the caliber of his career and makes his expertise immediately accessible to the executives and entrepreneurs he is here to serve. The Radiant Success positioning gives his work a name and a philosophy the market can recognize and remember. His knowledge-based product range is structured, defined, and ready to grow. His brand is built to carry it consistently across every application and audience.
FINDING THE BRAND SOUL
Through a series of exercises in the strategy session, we were able to define crucial aspects of business, and distills lofty thoughts into actionable information. The Brand soul: Unique story, the purpose of existence, personality, mission, vision, deep study of target audience, voice and tone, & culture. Finding the brand soul assist to create an objective roadmap; a decisional filter for all the company’s future decisions. By checking against this statement, we can quickly see whether any decisions will serve or hurt, focus or distract, purify or modify the brand. By gaining clarity, uncovering the authentic story, clear objective and strategy created outward expression of their internal standards, we’re capturing and expressing both their passion and personality.
Strategically Thought, Mindfully Executed
Through a series of exercises in the strategy session, we were able to define crucial aspects of business, and distills lofty thoughts into actionable information. The Brand soul: Unique story, the purpose of existence, personality, mission, vision, deep study of target audience, voice and tone, & culture. Finding the brand soul assist to create an objective roadmap; a decisional filter for all the company’s future decisions. By checking against this statement, we can quickly see whether any decisions will serve or hurt, focus or distract, purify or modify the brand. By gaining clarity, uncovering the authentic story, clear objective and strategy created outward expression of their internal standards, we’re capturing and expressing both their passion and personality.
Principle Logo
The logo visually represents who we are and carries the key concepts of the brand. It represents the growth, learning and strength of the brand.
Color Usage
We chose Charcoal Black and Pure White as the brand’s main colors, while the other brand colors are to be used much less, depending on purpose. The beige is used for call to actions or to highlight specific information.
Gold foil can be used in certain print applications.
Line Pattern
The repeating line pattern can be used to add texture to a background or as element used to fill large typography.
Icons
We designed custom icons to visually support the brand’s messages. They are indented to be used in a secondary role and never as a hero graphic.
Upgrade The Brand Experience with
Well-Crafted Brand Applications
When designing the identity, a key step is to expand the same brand feel on every application, so that we can create a solid, cohesive experience. Since we had great understanding of the consumer and what connects with them from the Strategy process, as well as knowledge of the brand’s personality and competition, it allowed us to work on a great range of brand applications. Combining the different elements that we created during the identity design, we brought this sophisticated, elegant brand to life across all applications consistently, and we reinforced the brand’s image.
Our design was selected to be featured in The Best Stationery Print Designs by DesignRush!
Giving life to a branded
knowledge product
Since we wanted to establish Vipul as the expert, even outside of his industry, we structured a variety of knowledge-based products, targeted to the business of expertise. The first step of these products was the book that we designed for him, both as hardcopy and an online edition, keeping and reinforcing the brand structure. The book contains some of Vipul’s valuable life and business lessons, so we wanted the text to be the hero, with small graphic additions and illustrations on the key pages.
