Alix Rufas Website proposal

Alix is a thriving leadership and business coach working with entrepreneurial humans worldwide. To date, Alix has successfully coached, trained and mentored over 200 humans worldwide through her workshops, high-end retreats and exclusive 1-1 coaching.

I’ve worked on Alix Rufas’s brand before. Funny enough, this brand identity is a complete 180 compared to what we’ve done with her brand now.At the time she wanted to visibly present her brand as a high-energy, atheletic, GO-GO-GO type of brand, which is exactly what we did at the time. We created a bold black and yellow brand, bold letters, which worked for her perfectly, at the time.

Businesses change, and with that, target groups change. After 2 years of working with the bold brand, Alix reached out to me, mentioning her brand was shifting into a direction where she’s more aligned with high-end clients, mostly women. She wanted to change the experience for her clients to a luxurious enlighting experience with the new tagline:‘Turning magic into gold.’