Cluj-Napoca / Kolozsvár
When Rozi reached out to me, she asked for my help because she had been struggling for years to lay the foundations of her own brand. She wanted to create a system to work more efficiently. She came with plenty of ideas, ambitions, and goals, but didn’t know how to organize and present them effectively.
As a first step, I always find it important to get to know my client’s field of work, so I can have a clear understanding of what they do and who they want to speak to.
After gaining insight into who Langer Rozi is and what she does, I had to figure out what to build her brand identity around. From what I saw and heard, I associated Rozi with a seed. I envisioned her as a plant that needs to be planted, nurtured, and, over time, through care and attention, it grows into a plant that radiates calm. This is how I envision mental health as well. Mental health is like a plant—strong, yet fragile, and it requires care from time to time. That’s why I created a seed motif from her monogram. I imagined Rozi as a gardener who plants a seed in everyone, from which calmness and health will eventually sprout and flourish.
Rozi is a mental health professional who focuses on mindfulness, meditation, and the attainment, preservation, and maintenance of mental well-being.
Her service operates entirely on an intellectual level—she uses her knowledge to help people. Highlighting and monetizing the value and importance of such a service is a challenge. Another challenge was how to organize the individual or group sessions related to mental health in a way that would be clear to outsiders. The goal was to make the brand simple and understandable, despite the diverse and complex range of services offered.
One of the most interesting aspects of this collaborative work was time management, or handling deadlines. We essentially had to build while in progress, and at times, we had to pause to summarize, learn, experiment, and lay the foundations step by step.
The result of our months of collaboration was that we laid down the basic concept, developed a brand identity, and Rozi began to use the branding elements more consciously, with her events growing in success. In this project, the key to success was perseverance, flexibility, communication, and love. I emphasize love because one of Rozi’s most admirable traits is her passion for what she does. It greatly benefits the collaboration when I’m fortunate enough to work with a client who loves what they do.
