Your personal brand: Unfolding Life Potential by Carolina Lara

I have known Cintia for some years and I know her history, her talents, I know her values well. When we talked about the development of her brand, I realized and decided it would be a special project, because I knew very well the dream that I would have to summarize in a concept and image. To tell you a little bit about my creative process, I will narrate an episode that took me to the current iconographic representation.

My husband and I enjoy being in the middle of nature, we feel energized by the clean air, by the tranquility away from the city, by the sounds of what is natural. One morning, in early spring, we went for a walk in a park. We stroll through the trees, impressing ourselves with every corner, seeing the natural cycle of the seasons and talking about how everything becomes new after the ice. It is always an evident freshness full of delicate and striking transformations of the landscape.

In this bucolic setting, one species predominated and stood out. The huge ferns covered the ground and displayed their new leaves that unfolded full of life. The little I learned about botany came to mind: "'Potatoes' are rhizomes and their leaves open up as they grow" - I said, showing my little knowledge.

I like to learn from nature and ferns are not recent curiosities. Rhizomes started to intrigue me, since the philosophers Deleuze and Guattari "stole" the term for the central concept of their book 'Mil Platôs'. In it, the authors subvert the concept of vertical ethical-aesthetic-political models for a proposal for horizontal social growth, without a closed form.

I instantly connected the dots and had an insight. I remembered Cintia's work, because the same thing happens to us. We are non-linear, spontaneous beings. We are unique and we have unique paths. We nourish ourselves from different sources, we seek for more fertile soils, favorable climatic conditions, fresh water, light. There is no correct and predetermined path, on the contrary, for each person there is an ideal soil and conditions so that our potential is explored and has life.

And, if we think about it, the role of the coach is similar to that of a botanist. The coach is dedicated to the growth of people, provides tools for balance, pruning edges, identifies weaknesses and strengthens them, helps to deconstruct what is not welcome so that a more solid story can be built.

People are not closed forms, they are the result of constant changes and need care, energy, food. Cintia's branding is the symbol of this reflection: a fern sprout growing and unfolding, like our personal development. We all have the potential to be big and leafy ferns, and that is achieved in favorable conditions.

About the author: 

Carolina Lara is Art Director and Graphic Designer who created the logo, website and collateral marketing Cintia H. Orsi, 2018. www.carolinalara.ca

Thanks to Steve Bittinger,  Agata Kaczowka,  Timothy Dykes for sharing their photos on Unsplash.

Gratefully,