ALI ABOUZALAM
St. Petersburg, Florida
Ali’s mission: to help you become the kind of person who achieves every goal set before you. Our mission: build him a brand that leads people on a journey of self discovery.
the problem
Ali’s mission: to help you become the person who achieves every goal set before you.
Our mission: to build him a brand that leads people to that journey.
Life is a journey with twists and turns leading us down directions oftentimes outside of our control. There is a level of acceptance that many people take on that journey, but Ali Abouzalam is insistent with his clients that you can build a lifetime of achievement regardless of those struggles. His approach? Leaning into his own insecurities, struggles and darkness to lead people towards living a purposeful and virtuous life.
With this understanding of his program and services within the self-improvement industry, we got to work on a brand that conveys these ideas. We wanted to create a direct connection between Ali, his path and the trajectory he is leading his clients to through the work they’d be doing together. As with every brand analysis we conduct, there is an expectation from our clients to deliver graphics that convey a sense of meaning behind the mark. The more purpose behind the design, the better.
prescribed services
Brand Analysis
Brand Design Services
Website Development Services
New Logo
Old Logo
Our Process
An eye-catching brand that elicits a strong response at first glance.
Through the brand development process, we landed on a unique and visually striking illustration. The face within the logo depicts Ali’s features, with half of his face in light and the other half in shadow. This idea was meant to convey the duality of self-improvement, requiring introspection for the darker side of our selves while leaning into a positive mindset about your ability to accomplish things you set your mind towards. Additionally, Ali’s last name, Abouzalam means ‘father of darkness’ in Arabic, creating an additional connection to Ali’s devotion to learning from our vulnerabilities to turn towards the light. The lions touch on a nickname that has been with him since his days in MMA, the Lebanese Lion. This illustration is packed with personality, and immediately catches the eye in the process.
The colors black, red and white were chosen to lean further into a bold and provocative brand. While Ali’s approach towards self-improvement might not be for everybody, this aesthetic depicts that confidence in his approach. For the people that truly believe in Ali’s methods, there will be a strong loyalty to the brand aesthetic on display. The use of black and white further reinforces the duality of discovery, with both sides being cultivated to enable a strong understanding of one’s values.
Implementing the brand
Standing out by creating an intense and personal aesthetic.
Ali’s brand, when applied across all mediums, conveys strong emotion.
As we carried the brand across the rest of the materials, we wanted to deliver a sense of mystique and confidence. The business card doesn’t attempt to do anything other than urge the client towards ascending with Ali. The subtle use of an arrow in place of lines creates a sense of momentum or direction, implying what’s in store for you if you work with Ali. There is a less is more approach being used here, as Ali can’t provide meaningful solutions to his clients until they’ve actually created a connection. With that in mind, our goal with the brand was to create an introduction – Ali’s personality and story will take care of the rest.
In addition to a range of print materials and social media graphics, our team delivered a redesigned website that conveys Ali’s story.
“Business owners need to know what an excellent job kico Marketing does. Branding is their specialty. Cody puts his heart and soul into making sure he understands the vision, using his creativity to help bring your brand to life in such a special way.”
Ali Abouzalam
Accountability & Confidence Coach, AliAbouzalam.com
website development
Elegant and deliberate web design, conveying the father of darkness.
A new website with an emphasis on personality and story.
Storytelling and brand alignment were very important as we delivered a website more representative of Ali. As you travel through the site, you will notice a deliberate use of a darker aesthetic towards the top of the page, transitioning into a lighter theme as you reach the bottom. This visual parallel with Ali’s goals of transforming the lives of his clients was important to our design process. The site contains strong storytelling elements as well, delivering a combination of content offerings for those seeking purpose to the committed looking for programs that will help them achieve specific aims.
As we worked further through Ali’s site, we also assisted in the development of a free workshop program, called Dealing with the Darkness. Ali’s workshop is a series of emails sent directly to potential clients geared towards working through insecurities, bolstering his marketing reach, and fulfilling his mission to provide value to people seeking to make improvements in their lives. As is customary with many of our clients, we like to dig deep into their unique position within their respective industries, leading to purposeful marketing strategies along the way.
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