Zelfio

Core positioning, brand voice and content editing

Zelfio is a new self-development coaching app designed to help individuals realise their full potential through daily plans that are a curated collection of the best self-development tools and techniques from across history.

I worked with the team behind the app to develop the core positioning of Zelfio, reaching the final iteration by developing three alternative brand stories that were tested online.

A second significant element of the project was creating an appropriate brand voice for the 20+ coaching plans. I developed two alternative styles before we landed on one which was more evocative of a real life coach than a digital one and reassured users they were in a safe and private place where their information was secure.

I applied this brand voice to the editing of plans, which covered multiple subjects including self-limiting beliefs, stepping out of your comfort zone, life and time management, managing obstacles and enhancing your sleep. Complex concepts needed to simply explained, self-reflection needed to be encouraged and daily tasks needed to motivate people to complete them.

As well as being launched to consumers, Zelfio is being deployed into organisations as an engagement tool, to enable employees to understand their ambitions and motivations, what holds them back, and how they can realise their potential. One plans also focuses on helping people to become an effective coach of others.