SIRAJ

Context

SIRAJ is a personal brand for a 35 year old writer and speaker focusing on ethical leadership, clarity, and purpose in modern professional life. SIRAJ is the CEO of a multinational investment company. He stands for clarity and honesty, without compromising his professional behavior and good manners. SIRAJ is calm, sharp and quiet unless he has got something of value to say.

Challenge

Thought leadership often feels performative or overly self-promotional. SIRAJ wants to appear authentic and sincere in his work, trying to genuinely provide people with value.

Audience

SIRAJ targets 25-50 year old men who are in a leadership role, or looking to be in one in the future. He tries to reach ambitious and confident men who have a desire to conduct their leadership task with honesty and integrity, maintaining class and good mannerism. He wishes to influence intellectuals and deep thinkers like himself that they would conduct their role ethically.

Positioning

For ambitious men who wish to lead ethically and without sacrificing in honesty. SIRAJ is a thought leader that promotes tactical yet ethical leadership focusing on clarity, patience and honesty, because he himself has a long career in a leadership role of a large company that has equipped him with necessary skills to mentor other to similar positions and roles.

Voice Examples

Deep, paced, calm. Formal. Teaching, but at times reflecting.

‘‘You can try and build your success on unintegrity, but it shall collapse before long.’’

‘‘Strong identity is not build by pretentiousness, but by showing up and putting in the work.’’

Visual Direction

Classy and confident.

Font: Sans serif and serif mix

Muted palette of neutral tones

Photography: Sharp, low amount of directed lighting

Note:

This is a conceptual brand project created to demonstrate brand strategy and identity approach.