Coeuraj

Partner: Paula Scher
Team: Kirstin Huber, Yansong Yang

Coeuraj, formerly known as Watershed Partners, is a multidisciplinary transformation practice that helps people and organizations change by finding solutions within themselves. The group uses tools rooted in the complexity of human interaction, including collaborative design, data science, and strategic planning.

Coeuraj helps structure relationships and facilitate decision-making processes within large organizations, agencies and groups, with the goal of building a more inclusive, collaborative and sustainable world. The challenge for us was creating a visual identity that conveyed this.

︎ www.coeuraj.com

Problem

Ambiguity of Coeuraj’s offering:

People have difficulty comprehending the transformative and process-oriented nature of Coeuraj’s services.
Need for differentiation:

The brand is similar to its competitors, and they mainly use text and fewer graphics to explain their ideas.

Need visualization for complex concepts:

To make their idea and work more accessible and understandable.
Lack of visual identity:

Coeuraj lacked a cohesive, standout, and visually engaging brand identity system that could effectively represent its values and offerings.

Goal

Visualize the practice:

Create an identity system that visually represents and communicates the nature of Coeuraj’s transformative and process-driven services.
Convey inclusivity and collaboration:

Showcase Coeuraj’s commitment to building a more inclusive, collaborative, and sustainable world through its branding.
Establish differentiation:

Develop a brand identity that distinguishes Coeuraj from competitors and highlights its specialized focuses.

Tangible representation:

Create a visual system for the case study, report, journey map, etc., to communicate more effectively with clients on Coeuraj’s work and their transformation journeys.
Brand consistency and scalability:

Establish guidelines and templates that ensure consistency across the brand and its sub-brands, allowing for seamless integration of future growth and expansion.