When internationally known healing guide and meditation master, Kambiz Naficy, approached us, we quickly realized his presence needed a full suite of marketing and creative services. Over the course of a year, Show Pixels provided a brand makeover, website redevelopment, social media management email campaigns and assistance launching his flagship online course, "Coming Full Circle." This case study outlines our strategic approach, the challenges we faced, and the tangible results we achieved.
The Challenge:
Kambiz Naficy's brand, known as Joy of Life, needed a refresh to better connect with its audience and expand its reach. The challenge was to understand his message, products, and target audience and devise a game plan that would not only overhaul his public presence but also increase his exposure and revenue.
The Strategy:
To fully understand our clients' product, we studied his material, voluminous writings, YouTube videos, and coursework. We also examined his live-stream audience and email list and interviewed him to understand his target audience comprehensively. After thoroughly understanding where our client was and where he wanted to go, we launched the design phase.
The Logo:
The first step was to delve into the meaning behind his existing logo, borrowed from the Hindu symbol "Om." We researched each part of the symbol, understanding its significance, and explored how it could be incorporated into a more meaningful design.
Our task was to keep the core of the symbol while at the same time, bringing new life to it. We went to work to reimagine the logo, softening its edges and giving it a warmer, more inviting feel. Previously, the logo's wrapper was a rectangle. The wrapper did not effectively extend our client's message to his audience. We explored various shapes and outlines, but an essential detail in the Om symbol inspired us. Upon close examination, we realized that the dot at the top of the Om symbol represents the transcendental state - the highest state of spiritual joy, perfectly encapsulating Naficy's work's essence. We decided to expand this element of the mark and use it as the wrapper for the logo. This gave the logo a more meaningful and holistic representation and created a visual connection to the spiritual journey that Naficy guides his followers through.
Social Media:
Next, we took over his social media management for several months to re-engage his audience, increasing followers across all platforms. Using Naficy's voluminous writings as a foundation, we created abstract designs and used stock photography with our custom enhancements to engage daily with this audience.
Homepage Redesign:
The next step was to revitalize the homepage of Kambiz Naficy's website. With its dated blog-style layout, the original page was transformed into a modern, inviting, and engaging platform. We aimed to clearly articulate his value proposition on the homepage, making it rich in content and immediately captivating for visitors. We worked closely with Naficy to ensure his brand and message were fully expressed, creating a dynamic first impression for his audience. The result was a refreshed, modern homepage that provided a fresh, updated look and offered downloadable content that immediately engaged visitors, playing a crucial role in enhancing Naficy's online presence.
Coming Full Circle Online Course:
We then turned our attention to developing his online course, "Coming Full Circle." We worked remotely with Naficy, filming in a less-than-ideal location using budget-conscious equipment and a green screen. Despite the challenging lighting conditions and inconsistent surface, we were able to convincingly place our subject in an office environment suitable for the course experience, despite the green screen challenges. Additional deliverables included identifying important material in the recordings and creating unique call-out graphics with animations. We also created a unique introductory bumper and title for each lesson, working with a partner and sound designer to develop a special audio accompaniment that reflected Naficy's material and energy. Additionally, we created branded collateral templates for presentations and PDF handouts to fully extend our client's brand into his students' learning experience.
Retreat Promotions and Email Campaigns:
In addition to the course materials, we created supplemental materials and interactive flyers for Naficy's international retreats. These flyers, complete with clickable links, were emailed to potential attendees, giving them a comprehensive picture of what to expect before signing up. We moved forward into an email campaign to promote these retreats, embedding surveys within the emails to gather feedback from our audience. Using Mailchimp, we deployed value-add tips and insights from Kambiz and kept the clickable offer links towards the end of each email. Kambiz asked that we respect his message and audience, while keeping the offer as unobtrusive as possible. These successful campaigns provided critical input on Naficy's target audience and re-engaged subscribers with his product.
Landing Pages:
Recognizing the need for compelling and targeted content, Show Pixels brought in a skilled copywriter, Chris Neives, to enhance our marketing efforts. Together, we developed customer avatars to fully engage our email list, crafting narratives that resonated with potential buyers. With this foundation and utilizing WordPress, we created mobile-friendly, strategic landing pages designed to drive traffic from the email campaigns to the course retreat purchase page. The persuasive text content was optimized for maximum viewer engagement. Our use of Google Analytics revealed that visitors were spending a significant amount of time on the page, indicating high levels of engagement. To further enhance the user experience, we integrated video testimonials, FAQs, product descriptions, custom imagery and PayPal into the site, streamlining the process for the customer and our client, Kambiz Naficy. We designed the landing page to be immersive, giving potential buyers a comprehensive understanding of what they would experience once purchased.
The Results:
Our support of Kambiz Naficy and the Joy of Life organization is a testament to the power of working closely with clients to develop a deep understanding of their message, clients, and products. Through understanding and delivering a comprehensive suite of creative services, Show Pixels was able to transform our client's brand, increase his social media reach, and boost his revenue. This case study is a blueprint for how a thoughtful and strategic brand overhaul and thorough execution can lead to tangible business results.