Erickson Coaching International: Weaving Transformation into the Fabric of Kazakhstan

A Global Legacy, A Local Transformation

For over 40 years, Erickson has stood as a global force in transformative coaching, originating from its Canadian roots and expanding into over 85 countries. Yet, its story in Kazakhstan is a testament to Erickson's unique ability—not just to project international standards, but to deeply embed them within local contexts. This distinctive approach has made Erickson's global knowledge both insightful and locally relevant.

Leading the Coaching Industry in Kazakhstan

In Kazakhstan, Erickson has been at the forefront of the coaching industry for over a decade. It has not only shaped mindsets but also nurtured leaders. However, true to its ethos of constant evolution and progress, Erickson recognized the need for the brand itself to undergo transformation. This was not about rebranding Erickson, but about refreshing its essence in Kazakhstan—ensuring that the brand's core values and transformative spirit were vividly communicated and felt.

The Challenge: Balancing Global Essence and Kazakh Spirit

The challenge was clear: How could Erickson retain its global essence while resonating more authentically with the Kazakh spirit? How could it reflect its internal progression and understanding of a market it had led for years?

The Journey of Transformation

The journey of transformation began with a deep dive into the cultural and societal aspirations of Kazakhstan. The insights gleaned were profound—a society yearning for holistic growth, a seamless blend of personal and professional development, and a strong sense of community and belonging.

Refreshing Identity

This strategic brand refresh saw Erickson's identity in Kazakhstan reborn. It was a delicate balance of maintaining its global prestige while intertwining it with the nation's progressive spirit. The visual identity, inspired by Kazakhstan's diverse landscapes and seasonal metamorphosis, encapsulated this balance. The 'Journey Lines' were more than design elements; they were visual metaphors for growth, change, and continuous learning—echoing the transformative journey of every individual Erickson touched.

Narratives of Authentic Transformation

The marketing narrative evolved too, creating and telling real stories, community-driven experiences, and authentic transformations. These narratives weren't just marketing tools; they were reflections of a community in motion, united by a shared journey of growth and empowerment.

In conclusion, Erickson's story in Kazakhstan is about a global brand harmonising its voice with the local heartbeat, of nurturing the seeds of change that ripple across a nation.

BRAND STRATEGY

MARKETING STRATEGY

VISUAL LANGUAGE

TONE OF VOICE REFINEMENT

STYLE GUIDE

CONTENT STRATEGY

CONTENT PRODUCTION

PLANING & GTM

MARKETING CONSULTING