Corinna Kost
Basel, Switzerland
corinna@kost.studio
CORINNA KOST
VISUAL
COMMUNICATION
BRAND
STRATEGY
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01
THE SPARK
Core Values / Brand Purpose
Understanding why your product matters and the benefits it delivers is essential. Customers respond not only to facts but also to emotions — your messaging should spark a vision they can relate to and be inspired by.
Over time, even the strongest USP (unique selling proposition) can fade, feel outdated, or lose clarity. A sharp USP communicates what makes you different and why it matters. If it isn’t yet clear, it may be time to refine your product, positioning, or messaging.
I help you uncover your true USP, sharpen your offer, and craft messages that genuinely connect with your audience.
Once the spark is lit, the next step is to bring order to the firewood — to give structure to the energy.
02
GET THINGS CLEAR
Brand Architecture
Brands grow, evolve, and sometimes become tangled. Shifts in team structures, product ranges, or markets can create complexity — and with it, confusion. That’s when clarity becomes essential.
I work with you to map, organize, and streamline your brand architecture, so every product, service, and message has its place. Clean structures create confidence — inside your organization and out in the market.
And when structure is clear, it’s time to lift your eyes to the horizon — to see where it all leads.
03
THE BIG PICTURE
Vision & Mission
A brand without a vision is like a traveler without a map: moving, but not knowing where they’re going. Vision defines the destination — the horizon you’re heading toward. Mission defines the principles and actions guiding you on the journey, like the compass you check along the way.
Together, they give you both direction and orientation — helping you decide which paths to take, which detours to avoid, and how to keep moving with purpose.
I help you shape a vision and mission that feel ambitious, authentic, and alive — something people can believe in and rally behind.
But even the clearest vision stays abstract until the brand feels alive — like a person you can meet and connect with.
04
HUMANIZING THE BRAND
Brand Personality
Brands that feel human create stronger connections. If your brand were a person, who would it be?
A loving grandmother serving homemade soup? A sharp business expert in a tailored suit, golfing on weekends? A young rebel, hitchhiking across the world?Defining your brand personality makes it easier to express yourself consistently — in tone, visuals, and customer interactions. I help you shape a personality that feels real, relatable, and memorable.
And once the brand feels human, it becomes natural to ask: who is on the other side of the relationship?
05
WHO WE TALK TO
Personas & Market Positioning
Once the brand feels human, it becomes easier to imagine who it’s in relationship with. A loving grandmother might have a busy grandson — and that’s the customer the brand serves. A sharp business expert could be surrounded by ambitious professionals. A free-spirited rebel might attract curious explorers.
Thinking of the brand–customer connection as a personal relationship makes the dynamics clear: who gives, who needs, how they interact, and what they value in each other.
By defining these personas, I uncover not just demographics, but behaviors, principles, and the language they use. This perspective also shapes brand messaging — because the way you speak depends on who you’re speaking to, and the kind of relationship you want to build.
And once you know who you’re speaking to, the next step is to decide how you will speak — and what you’ll say.
06
EXTROVERT
Brand Messaging
Messaging is the way your humanized brand speaks to its customers. Just like in any personal relationship, tone, words, and attitude matter — they define how the other side feels.
The way you communicate depends on who your brand is (grandmother, expert, rebel…) and who it’s in relationship with (grandson, colleague, fellow traveler). When that bond is clear, messaging becomes more personal, engaging, and authentic.
Good messaging goes beyond description: it answers questions, solves problems, challenges outdated habits, and offers meaningful improvements. I help you craft communication that not only speaks — but resonates.
And when words are aligned with personality and relationship, it’s time to carry them into action — into the lived experience of the brand.
07
BUILDING SOLID RELATIONSHIPS
Customer Experience
Every interaction shapes how your brand is perceived. Customer experience is where strategy becomes reality. From first impressions to long-term bonds, consistency is what keeps the relationship alive.
Think of it like any personal connection: trust grows through small gestures, reliability, and being present when it matters. A loving grandmother shows care not just once, but every time her grandson visits — and that steady warmth is what builds lasting loyalty.
I design brand touchpoints in the same way: thoughtful, reliable, and aligned with your promise. When customers feel understood and cared for, they don’t just buy — they return, advocate for you, and turn connections into enduring relationships.
VISUAL
IDENTITY
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01
THE HIDDEN LAYER
The Craft of Communication
Visuals speak before words. Shapes, rhythms, and patterns trigger emotions faster than logic can catch up. This is the subtle language — the subconscious signals that make something feel right or wrong in the blink of an eye.
I draw on my systemic vision and intuitive sense of rhythm to design identities that don’t just look good, but resonate. This is where brands move beyond appearance into feeling — where recognition and trust are born almost instantly.
And this hidden layer speaks through many voices — each carrying its own role in the brand’s expression.
02
THE LANGUAGE OF LETTERS
Typography
The individuality of a serif, the synergy of a ligature, the very shape of a letter — all mirror the features of a brand: boldness, lightness, playfulness, stability, maturity. Letters can reach upward like a hand for an apple, or stand firm like a soldier. They can scream the word “silence”, or whisper a scream.
Typography is proof of care. It shows that nothing is random, that details are considered with attention and respect. Like a person with polished shoes and clean nails you’d trust with your car, precise type choices build trust. They signal discipline, thoughtfulness, and dedication — subtle qualities revealed at a glance.
But letters alone cannot carry the whole story. Their voice is shaped and colored by the light around them.
03
THE CALL OF COLOURS
Color System
Colors speak directly to the senses. They carry energy, mood, and emotion long before words are read. A single shade can feel warm and inviting, or cold and distant. A bright tone can radiate joy and playfulness, while deep hues suggest gravity and maturity.
Choosing colors is never a question of taste alone — it is a statement of values. Each decision reflects how a brand wants to be felt: energetic or calm, bold or subtle, alive or restrained. When colors are chosen with intention, they create recognition, atmosphere, and trust.
And yet, even letters and colors need space to breathe — a stage where their rhythm and balance can be seen and felt.
04
THE ORDER OF SPACE
Layout & Composition
Space, rhythm, and proportion guide the eye before meaning is even read. A balanced composition feels calm and reliable, while a dynamic one creates energy and movement. Alignment, contrast, and hierarchy are silent cues that tell the viewer what to notice first, what to trust, and how to navigate.
Composition is not decoration; it is orientation. Every margin, every grid, every rhythm on a page reflects discipline and clarity — or chaos and neglect. A thoughtful layout proves that the brand can create order, provide guidance, and make complexity feel effortless. In this way, space itself becomes a voice — subtle, but powerful.
nd within this space, the images and symbols we choose bring the brand’s imagination to life.
05
THE ANCHOR OF IMAGES
Imagery & Key Visuals
Pictures, shapes, and key visuals create the world in which a brand lives. A photographic style can feel intimate or distant, raw or refined. Graphic shapes can become anchors of memory, instantly recalling the brand without a single word. Together, they form the atmosphere that surrounds every message.
Imagery is more than illustration; it is emotion in visual form. It sets the stage, evokes memory, and tells stories that words cannot reach. Key visuals and signature compositions act as recurring motifs — subtle reminders that build recognition over time.
When chosen with intention, these elements show creativity, perspective, and confidence. They prove that the brand not only has something to say, but also a way of seeing.
06
THE FRAMEWORK OF FLOW
Brand Guidelines
Pictures, shapes, and key visuals create the world in which a brand lives. A photographic style can feel intimate or distant, raw or refined. Graphic shapes can become anchors of memory, instantly recalling the brand without a single word. Together, they form the atmosphere that surrounds every message.
Imagery is more than illustration; it is emotion in visual form. It sets the stage, evokes memory, and tells stories that words cannot reach. Key visuals and signature compositions act as recurring motifs — subtle reminders that build recognition over time.
When chosen with intention, these elements show creativity, perspective, and confidence. They prove that the brand not only has something to say, but also a way of seeing.