For more than thirty years, people have instinctively turned to Ani when they didn’t know who else to call. A niece overwhelmed by success. A brother navigating heartbreak. Friends struggling with careers, relationships, or parenthood. Men and women who simply needed a safe place to say things out loud without judgment.
Again and again, people told Ani the same thing: this is your gift. They encouraged her to formalize what she had been doing naturally for decades and step into coaching as a full-time practice. When Ani came to SoCircle, she was ready to finally embrace that direction and build a brand and platform that reflected the depth, warmth, and wisdom she brings to every conversation.
background:
The Challenge:
Ani’s work was powerful, but it lived almost entirely offline. There was no clear brand, no defined offer structure, and no digital presence that communicated who she was, who she served, or how to work with her.
She needed clarity on her positioning, confidence in her offerings, and a digital ecosystem that could support both one-on-one and group coaching. Most importantly, the brand needed to feel human, grounded, and trustworthy without becoming overly polished or clinical.
Solution:
We began with intensive brand strategy sessions to define the foundation of Ani’s business. This included deep work around her mission, vision, ideal client profiles, core values, products and services, key differentiators, competitive landscape, and overall brand positioning.
From there, we translated that strategy into a cohesive digital experience designed to support growth while preserving intimacy.
- Developing a distinct brand identity that reflects Ani’s warmth, depth, and credibility, including logo marks, color palette, and visual direction
- Writing clear, emotionally resonant copy that communicates Ani’s approach, values, and coaching philosophy
- Designing and developing a custom website that guides visitors seamlessly toward the right coaching pathway
- Structuring and positioning Ani’s one-on-one and group coaching offers for clarity and scalability
- Implementing SEO best practices to support long-term discoverability
- Integrating a CRM platform to manage coaching clients, inquiries, and communications efficiently
- Building a membership platform for Ajo Circles, creating space for community-based coaching and ongoing support
- Laying the groundwork for future growth initiatives, including the forthcoming Dear Ani podcast
Key wins included:
The Result:
Ani now has a fully realized brand and digital platform that matches the impact of her work. She is equipped to support both one-on-one and group coaching programs through a system that feels intentional, organized, and aligned with her values.
The platform allows Ani to show up confidently as a coach, connect with clients at scale without losing depth, and grow her practice in a way that feels sustainable and true to who she is.
