TAM NOVA Coaching
Brand & Website
I am deeply grateful for the beautiful logo and branding that Rebecca developed for us! I was thoroughly impressed by the process she used to make sure that the final product was a great fit for our company. She communicates effectively and is very open to feedback. I would highly recommend her services.
— Daniel Selmeczy
The Client
TAM NOVA is an upstart 3-month coaching program designed by high school teacher and coach Daniel Selmeczy to be an engine of development for Catholic leaders, through in-person retreats, Zoom coaching calls, and peer check-ins. Rooted in Christian teaching and tradition, TAM NOVA comes from the Latin phrase “Ever New,” referencing the St. Augustine quote: “Late have I loved you, O Beauty ever ancient, ever new.” The program sets itself apart from other coaching platforms by incorporating the ancient wisdom of the Church with the best tools of modern civilization—such as leadership, self-improvement, and productivity—to multiply the impact Catholics have in the world.
The Need
As TAM NOVA entered a new season of growth, it needed a place where future participants could find information on the program, view photos, read testimonials, see results from past retreats and cohorts, book coaching sessions, purchase course content, view a calendar of events, claim discounts, and more. At the time, TAM NOVA did not have any sort of brand identity or web presence to draw in new clients or connect existing ones.
The Solution
It was recommended that TAM NOVA invest in a full branding and website combo package. The branding included a logo, wordmark, typography and color selection, patterns or other graphic elements, written brand messaging (core values and a mission statement)—all compiled within a style guide for TAM NOVA employees and associates to refer back to as new materials are developed.
Mission Statement
TAM NOVA provides a space for the great truths of the Faith to play with the best tools in the world, empowering Catholics to move mountains through coaching, workshop-retreats and peer support.
Logo
Faith the size of a mustard seed
TAM NOVA’s brand image uses mustard yellow for it’s primary color pop in order to drive home the concept behind the logo: that faith the size of a mustard seed can move mountains.
Colors
The color palette for TAM NOVA is a crisp black and creamy off-white for a mash of classic old-photo meets clean professional computer screen—Ever Ancient Ever New. Amid this backdrop is a pop of mustard yellow: full of energy, shocking and cautionary, yet joyful, a symbol of creativity, intellect, opportunity, and happiness.
Textures
TAM NOVA’s textures hold a lot of meaning. They can look like roots, alluding to the “ever ancient” concept; they can look like tree branches, implying growth and reaching for one’s goals, or the connection between community members, the spreading impact of one nuclear action; they can look like cracks, like the earth-shattering of a mountain uprooted at its base; they can look like a lightning strike—powerful, shocking, and impactful as the projects TAM NOVA participants will create; they can look like veins, implying the life within us, the Holy Spirit, or our purpose and calling.
Font Pairings
Acumin Variable Concept
The Acumin font family has a wide selection of variations, allowing for strong, bold titles, or thin, moody headlines, all of which work well together because they are actually the same font. This makes way for flexibility across different kinds of projects, as well as long-term adaptability as style trends change, without compromising consistency in your brand.
Photography Treatment
Photos used in TAM NOVA branded materials are primarily rendered in black and white or with a yellow overlay. Images that mirror themselves with light fracture overlays can be used to represent the self-reflection one undergoes in coaching.
MIRRORS & LIGHT FLARES
There is no internal growth without a good hard look in the mirror. Light flares overlayed on images increase the appearance of glass as well as incorporate the aforementioned mirror theme.
“Late have I loved you, O Beauty ever ancient, ever new.”
— St. Augustine
