The brief
Giovanni and Anna Laura approached me with an early-stage idea: a platform designed to connect career coaches with people seeking to improve their relationship with work, whether they were facing a moment of uncertainty, transition, or growth.
Starting from scratch, the challenge was to build the brand from the ground up — defining its name, positioning, and communication strategy, and shaping a clear and meaningful identity from day one.
The brand strategy
The positioning strategy deliberately moved away from the classic idea of career coaching as a tool for “doing better” or “climbing higher.” Instead, we reframed the brand around a deeper and more urgent issue: mental health at work. In a context where, according to a 2025 report, 88% of workers in Europe feel disengaged from their jobs and 38% experience high levels of daily stress at work, the real problem wasn’t ambition — it was well-being.
Fix My Mondays was conceived not just as a bridge between people and career coaches, but as a broader point of reference for everything related to work-related well-being. A brand with a clear enemy: the quiet resignation to a job that makes you unhappy. And a clear mission: to open a small but meaningful space for hope, optimism, and the possibility of change.
Naming & brand line
The name Fix My Mondays was born from a shared, almost universal feeling: that moment when the week begins and work feels heavier than it should. Mondays became a symbol — not of a single day, but of a recurring discomfort, a signal that something in our relationship with work isn’t quite right. The choice of an informal, almost self-addressed phrase (“Fix my Mondays”) reinforces the personal nature of the problem and the idea that change starts from the individual.
To balance the originality and metaphorical tone of the name, we introduced a clear and explicit brand line: “Stare meglio al lavoro è possibile” ("Work can feel better"). A direct statement, intentionally simple, that takes a stand against resignation. More than a promise, it acts as a light at the end of the tunnel — a verbal reassurance that feeling better at work is not an abstract ideal, but a realistic and achievable possibility.
Personality & Tone Of Voice
Fix My Mondays is rooted in the Caregiver archetype: a brand designed to listen, support, and take care of people in moments of vulnerability. But care alone wasn’t enough. To avoid a passive or comforting-only posture, we paired it with the Rebel archetype — shaping a brand that refuses to accept unfairness, calls out toxic work cultures, and actively defends the right to a healthier relationship with work.
This dual personality translates into a tone of voice that is empathetic yet straightforward, supportive but determined. Irony plays a key role in easing tension and making heavy topics more approachable, without ever trivializing them. Most importantly, the brand never stops at awareness: it consistently offers tools, guidance, and a concrete sense of hope — turning frustration into the possibility of action and change.
