Defining a maverick leader for the global stage.
Pivoting from a traditional production company identity to a personal brand strategy that positions an industry veteran as the ultimate bridge between cultures.
Karen initially approached me to create an identity for her existing company, Central Films, based on a previous strategy document that she felt disconnected from. However, during our discovery sessions, it became evident that the existing business model no longer fit the reality of her work. She intended to branch out into consulting, teaching, and acting as a bridge for international businesses entering the region.
We realised the brand wasn't just the company; it was Karen herself.
We needed to pivot from a corporate facade to a personal brand that authenticated her deep local influence and global outlook. The goal was to position her not just as a producer, but as a mentor and industry catalyst capable of bridging worlds.
We discarded the old positioning to build a strategy around her intrinsic motivation: to have "serious fun" with ground-breaking clients while delivering career-defining results.
This was about having “serious fun” that delivers “serious impact”.
We defined her archetypes as the "Maverick" who pushes boundaries, the "Catalyst" who drives growth, and the "Navigator" who steers international crews through complex local customs and red tape.
By clarifying her value proposition, offering access to the world through deep local knowledge, we ensured her clients feel like partners in a shared success rather than just another transaction. This strategy highlighted her unique ability to handle the "road surprises" of the region, using her clout to open doors that remain closed to others.
To visually translate this "Maverick" spirit, I developed an identity system that is as adaptable as Karen herself. We moved away from static branding to a dynamic visual language that actively adopts the aesthetic of her specific productions. By extracting core visual elements from a project, the identity shifts to reflect the style and cultural background of the work while remaining distinctly hers through the consistent use of bespoke Arabic calligraphy and custom icons. I collaborated with a local illustrator to create these unique assets that serve as a constant anchor across different media.
A dynamic identity system built on cultural fluency.
To demonstrate this ability to blend cultures and styles, I worked with a South African editor to cut a showreel that fused the futuristic minimalism of her "Polvo de tu Vida" production with her new brand assets.
The result is a flexible, ownership-driven identity that allows Karen to stand out as a worldly expert.
She can now seamlessly integrate her brand into the diverse visual worlds she helps create, firmly establishing herself as the ultimate bridge for global storytelling.
Key people involved:
Karen Coetzee ~ Independent Production Consultant
Abdelrahman Barakat ~ Calligraphy
Fabien De Fontenay ~ Animation & Editing
Alex Hayn ~ Graphic Design
To respect the confidential nature of my strategic work, my website offers a general overview of my process and project outcomes; detailed information is available upon request.
