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Known, without being recognised.
For Krypto Banking, Maze & Friends from Vienna built a personal brand that works without a face. The mentor behind it avoids the public eye and still wanted a personal connection with his audience. With a content shoot, social ads, Instagram and Telegram, he has won several clients for his mentoring.
Maze & Friends from Vienna developed a personal brand for Krypto Banking in which the mentor’s face is never shown. A gold and black mask is his signature. A content shoot produced images for Instagram and Telegram, and social ads took them to the audience. The result: new clients for his mentoring, won via Instagram and Telegram.
Trust needs a face. Or a good idea.
Anyone who guides people on money has to build trust. Usually that happens through a face people recognise and associate with an attitude.
The mentor behind Krypto Banking wanted exactly that not to happen. He avoids the public eye and does not want to be recognised in everyday life. Even so, his audience should feel they know him before booking a mentoring.
How do you create closeness
when nobody is meant to see the face?
How the project went.
Every project at Maze & Friends follows the same seven steps, from audit to reporting. The list shows what happened in this project.
Goals and limitsWhat may be shown and what may not: no face and nothing that makes the mentor recognisable in everyday life.
A figure instead of a faceThe gold and black mask becomes the brand’s signature. Posture, clothing and gestures tell the rest.
Content shootOne shoot indoors and outdoors, in the lounge and on the terrace in the mountains: chess, work, enjoyment and moments on the phone.
Social adsAds take the images to people interested in cryptocurrencies.
Instagram and TelegramInstagram shows the brand, Telegram is where the conversation continues. On both channels, interested people get in touch with the mentor directly.
01Audit02Proposal03Briefing04Delivery05Monitoring06Updates07Reporting- 01Audit
- 02Proposal
- 03Briefing
- 04Delivery
- 05Monitoring
- 06Updates
- 07Reporting
Personal, without a face.
The images show how the mentor thinks and works, not what he looks like. The mask holds the brand together, the scenes give it a personality.
Strategy as imagery
Chess runs through the shoot: an image for someone who thinks further ahead than the next move.
Closeness through everyday life
Working on the tablet, a call, a glance at the phone: moments in which you get to know him without seeing him.
Images for two channels
The shoot produced posts, stories and ads for Instagram and Telegram.
One mask, many motifs.
From the content shoot: images for the feed, stories and ads.
What the mask achieved.
The brand works without anyone recognising the mentor. Whoever follows him on Instagram or writes to him on Telegram knows what he stands for, even without knowing his face.
Via Instagram and Telegram, he has won several clients for his mentoring.
Three things that stay.
One sign is enough
A personal brand does not need a face. It needs a signature people recognise at once.
Images show attitude
Gestures, clothing and surroundings tell who someone is. That is enough for trust to grow.
Conversations over reach
What counted was who writes and books. Instagram and Telegram delivered exactly that.
Your project could be next.
In a free, no-obligation 30-minute call we work out what fits your company. You then receive a fixed-price proposal.
