For over 40 years, Erickson has shaped the global coaching landscape, starting in Canada and expanding into 45 countries. Its story in Kazakhstan stands out—not just for bringing international standards, but for integrating them naturally into local contexts.

In Kazakhstan, Erickson has been leading the coaching industry for over a decade. It has helped shift mindsets, support leadership, and foster community. True to its ethos of constant evolution and progress, Erickson recognized the need for the brand itself to evolve. This wasn’t about rebranding, but about refreshing its essence in Kazakhstan.

We began by listening—looking closely at cultural context, mindset shifts, and what growth looks like here. What we found was a clear desire for more holistic development, where personal and professional growth are connected, and a strong sense of community and belonging is central.

From there, we shaped the brand’s strategy, defining the following narrative: Erickson is a powerhouse of transformation, guiding a Vision-to-Action society to unlock the power of positive change. At its core, the brand’s purpose is to awaken inner potential. That foundation guided the refreshed identity.

Kazakhstan’s four distinct seasons became a fitting metaphor—mirroring the cyclical nature of human transformation. From that, Journey Lines emerged: a visual system shaped by the rhythms of growth, change, and continuous learning the transformative journey Erickson supports every day.

Brand Strategy, Marketing Strategy, Visual Identity, Verbal Identity, Content Direction