flow & matter
creative strategy / web copy
Bart van Grinsven is the founder of Flow & Matter coaching on a mission to help people who feel stuck in their lives break through inner boundaries and go after their dreams. He was just at the start of his entrepreneurial journey and hired me to guide him strategically and creatively in order to build his brand from the ground up. Our main objective was to create a website that reflected his personality and point of view. However, it became clear from the beginning that, in order for us to capture his true essence, we would need to work with diverse media such as photography, video and illustrations he could then distribute through various channels and build an audience.
discovery process
bart in a few words
Bart embodies the kind of enthusiasm and positive energy that someone stuck requires to boost their confidence and start following their dreams. As a successful former business owner in the fashion industry, he has learned to see opportunities where others see uncertainty and think in solutions where others see barriers.
He specializes in helping others rediscover their hidden brilliance and empowers people to thrive on their own terms, both in life and business. It’s his no-nonsense approach and light-heartedness that allow him to quickly break through the barriers that people place in front of themselves.
Apart from his ability to guide others through big life transitions, Bart speaks 5 languages and is an avid surfer, mountain biker and dedicated family man teaching his 3 children to stretch themselves towards the unknown and cultivate the confidence to follow their own dreams.
bart in his natural habitat
an introduction
The strategy
Coaching websites are often cold and impersonal. Facts, data and business lingo only create confusion to a potential customer. People who are at a transition point in their lives are often confused and lost on both their professional and personal journey. They are seeking for a listening ear that can step into their shoes and understand their confusion. When looking for a coach, they want to see his/her personality and understand the perspectives before even thinking of hiring.
The website’s main purpose was to serve as a digital business card and required a minimalistic design mixed with Bart’s warm personality. Additionally, our aim was to create various types of content Bart could distribute on social media to build his online presence. The guiding design principles were simplicity, elegance and authenticity: 3 words that perfectly describe Bart’s own approach to life and work.
I start every project by inquiring into my client’s values, beliefs and life experiences.
Step 1: Present—what is the current story you tell about yourself? Self-awareness begins with a diagnosis of your current state of mind.
Step 2: Future—what is your story of the future you want to inhabit? Define your vision and your aspirational self.
Step 3: Past—how did your story of the past shape you? Reflect on a journey into your past to uncover the values, beliefs and experiences that have shaped you into the person you are today.
Step 4: Your authentic self—Translate all the insights you have gathered from the previous steps into storytelling that aligns with your aspirational self.
“Vlad spends an exceptional amount of time getting to know your personality, strengths and purpose and then masterfully translates this into a visually compelling work that allows you to bring your mission into the world.”
