Client: Expat Work Life
Industry: Coaching / Career Services
Duration: 1.5 months
Industry: Coaching / Career Services
Duration: 1.5 months
Scope of Work: Branding development | Visual identity system | Social media and PPT templates
Expat Work Life is a coaching service dedicated to supporting expats as they adapt to new jobs, cultures, and lives in the Netherlands. The founder needed a visual identity that communicated both accessibility and resilience, while differentiating the service in a crowded coaching market.
The challenge was to design a brand that felt welcoming to internationals yet retained a professional and credible tone.
Working closely with the founder, I led collaborative workshops to define brand values and target audience insights. We combined:
• Market Research – analyzed coaching and HR service brands to identify positioning opportunities.
• Mood Boards & Mind Mapping – explored cultural symbols and visual languages relevant to expats.
• Sketching & Iteration – tested directions blending “postcard language” with natural metaphors of growth and adaptation.
The symbol of the non-native flower emerged as a strong metaphor: resilient, rooted in new soil, yet flourishing.
I designed a cohesive visual identity that merged postcard-inspired typography with organic floral elements, symbolizing resilience and cultural adaptation. The identity extended into a clean, approachable website and adaptable social media templates, ensuring consistency across digital platforms.
I designed a cohesive visual identity that merged postcard-inspired typography with organic floral elements, symbolizing resilience and cultural adaptation. The identity extended into a clean, approachable website and adaptable social media templates, ensuring consistency across digital platforms.
Results & Impact
• Delivered a visual identity that resonates with expats and conveys trust, adaptability, and warmth.
• Applied branding across website and social media, establishing a professional presence that helps the service build visibility and community support.
2020
Role: Brand Designer
Contributors
Virginia Perez | Owner
