INTRODUCING…
SPIRITOS
Ancient wisdom + contemporary coaching
The word spiritos is an Esperanto word—it’s related to the Latin spiritus as well as spirit, soul, courage, and vigor. Using an Esperanto word seems fitting, as Esperanto is a created language with no geography, designed to be an universal language free of borders and constraints. (Fun fact: the Italian phrase con spirito is used in music to indicate a passage should be played vigorously and with lively spirit.)
As a brand/business name, SPIRITOS evokes both gravitas and lightness—a sense of old wisdom with a modern twist. (That modernity is also communicated visually, with a fresh, clean, contemporary treatment.)
Interesting names have a back story—they come from somewhere, they arouse curiosity. And we remember best that which requires something of us. With SPIRITOS, we have a name that feels grounded in our collective past and suggests a mindful approach. It’s friendly and approachable, it rolls off the tongue, it feels current and cool.
SPIRITOS represents a fresh, exciting way to tap into our innate creativity, vitality and lightness of being.
spirito
(plural spiritos)
noun: spirit
The Esperanto language is a language (almost) like any other. It has its own culture, literature and magazines, etc. However, unlike all other languages, the Esperanto language does not have its own country, nor does it have its own people. What it does have instead, is a community. The Esperanto language is a supranational language which goes beyond the confines of a given nation. Esperanto is a universal language because it has 2 million speakers who have learned it.
PROPOSED TAGLINE for SPIRITOS:
Awareness Training for Creative Souls
As for the above tagline candidate, we think it’s sufficiently “big enough” to house many formats and types of services – individual, group (both online and in person), digital courses, work with businesses and organizations, and even published work.
The “Awareness Training” piece juxtaposes a more consciousness-oriented, spiritually leaning word, awareness, with training – which implies there’s some form of straightforward, practical, results-oriented methodology involved as well.
As for the “Creative Souls” piece, we think this is the sweet spot of your brand’s target audience – people who either perceive themselves as creative or aspire to be creative, or perhaps more creative. (Which often will mean they are seeking to express that creativity but feel somehow stuck, thus seeking, say, a ReUnion session.).
Progressive companies will also hear themselves in this “creative souls” language. Imagine creative agencies, hip hospitality industry brands, businesses seeking to have a positive impact on the environment, nonprofits out to make a difference in the world. Also leading-edge start-ups and youngish companies that pride themselves on their creative-friendly corporate culture.
Plus AWARENESS TRAINING FOR CREATIVE SOULS has this brand be kinda cool. Like Soho House is a social club for creatives. There’s a bit of a self-selected exclusivity to this, and it could be a breakthrough (and a declaration) to even take the step of becoming a SPIRITOS client.
The Mood, The Feel
With its vibe of one part yoga studio, one part hip coffee shop, SPIRITOS is a natural extension of services for people who appreciate and frequent those very places and who are quite happy to invest time, money and emotional effort in living mindfully.
This is a place that honors old arts, ancient wisdom, and practices with a long tradition—and yet is firmly grounded in life today, what it is to make a life now that feels good and feeds your spirit.
SOME OF THE INGREDIENTS IN OUR INSPO RECIPE:
Dave’s love of industrial style (with some subtle Steampunk streaks) and cool coffee shops…his clients’ creative bent and contemporary vibe…and Dave’s love of hosting and creating welcoming and delightful spaces for others to enjoy. We also wanted a strong flavor of his passion for ancient wisdom and practices, but with a fresh, original presentation. This is not your mama’s woo-woo.
Thus we’ve conceived of SPIRITOS as services, yes, but also a kind of space, almost an environment that inspires aliveness and joy and connection and community. With SPIRITOS, people are freed up to spread their best stuff—their gifts—out in the world.
Lookin’ Alive
This brand—like that new coffee shop everyone loves—invites people to settle in and feel comfortable and connected. You’re in your flow, happily productive. It’s not somber or sleepy-feeling, but bright and airy and with a certain buzz of energy and aliveness.
Picture signage that’s hand lettering on chalkboard—it’s a fun, familiar look that’s not cutting edge but which is quite unexpected on a “coaching” site. Perhaps a menu of services? We shall see.
The takeaway feeling: This is something that brings vitality, fun, and an enjoyable experience you’ll want to keep coming back to and turn your like-minded friends onto.
Feeling Friendly
SPIRITOS is designed to appeal to both men and women. It’s got a little bit of a solid, masculine-friendly feel, with just enough feminine energy to balance it out. The typeface is some clean sans serif font, not script and soft.
It’s relaxing, comfortable, safe—a little familiar, with enough freshness to cause a little frisson of delight.
It’s got an artisanal, custom flavor—like the intentions Dave creates for clients who do his ReUnion sessions.
Roots Run Deep
We’re looking for contemporary twist on styles with roots in tradition (industrial)—and casual, effortless elegance.
When some of the totems and talismans and tools of ancient practices are in this context, they bring a richness and solidity to this of-the-moment feeling space. This combination inspires confidence in the SPIRITOS method of awareness training—you’re left with the sense that it’s very consciously created and different, that it takes the “old” to a new place, that this is where you can trust you’ll be guided by someone who “gets” what it takes to nurture awareness in a busy life with all its demands.
Materials
White marble, cast iron steel, wood, white tile, glass, plants
COLOR PALETTE: Mostly neutral colors given by above materials, maybe some terra cotta (as in exposed brick) and navy blue accents.
More details.
Other Brands in the same family:
Soul Cycle
Soho House
Lululemon
Beauty Counter cosmetics
Potential Domain Names:
spiritosawarenesstraining.com
spiritosawareness.training
spiritos.training