LeMont
The food already had a story.
The brand didn't tell it yet.
The same restaurant, twelve months apart
One of these was designed.
The other was posted.
Gold borders.
A different visual language every week.
One creative system.
Every touchpoint recognisably LeMont.
IBM Plex Sans carries the facts.
The distance between them is the brand.
Photographed the way it is actually eaten
What if you could taste the identity?
A signature drink designed to taste as considered as the visual identity feels.
Content that feels like the place.
The grade
Three grades. One felt like the room.
FemiCora
Your pelvic floor is already part of your life.
Almost nobody was taught it.
DM Sans carries the facts.
Butter for what matters. Baby blue for what reassures.
One subject, split into four things a woman can ask for.
Pain & intimate health
Discomfort, tension and intimacy — communicated clearly and without embarrassment.
Bladder & bowel support
Urgency, leakage, habits and the relationship between everyday behaviour and pelvic-floor function.
Pregnancy & postpartum
Clear education around the changes that can happen during pregnancy and after birth.
Movement & prevention
Breathing, pressure, movement and training — building understanding before symptoms become the starting point.
Photographed like real life, not like a clinic
Learn in the way that works for you.
1:1 online guidance
Private sessions, anywhere. Your questions, your body, your pace.
Private · onlineBerlin workshops
Small groups, in person. Learning together makes the subject ordinary.
Groups · in personEducation & prevention
Structured, evidence-informed material for the questions that come before symptoms.
Self-paced · evidence-informedWomen’s health physiotherapist
FemiCora was created to make knowledge around pelvic health more understandable and approachable — not only when someone is already experiencing symptoms, but as part of broader education and prevention.
Bala Wala Soura
The Challenge
An anonymous show with no host identity, no existing audience, and near-zero budget. The brand needed to create intrigue through anonymity rather than despite it, stand out in a crowded Arabic content space, and grow organically from day one.
The core question: how do you build trust when no one can see who's behind it?
What We Built
ALETRA approached this as a content architecture project. We defined a positioning between radical anonymity and deep emotional intimacy — and used that tension as the foundation for every decision.
We developed the naming strategy, a warm visual identity built around beige, burnt orange, and deep dark tones designed for legibility across formats, a structured content system for Instagram, and an organic growth strategy requiring less than €40 in total spend.
Results
6,000+ real followers in 12 days. Over 700,000 dashboard reach. 1,000–5,000 organic views per video. Engagement ranging from 12–150 likes, 5–10 comments, and up to 20 shares per post — all without paid advertising.
What This Demonstrates
Launching a brand from zero with minimal budget. Turning constraints into brand assets. Designing content systems that scale. Driving real organic engagement across languages and cultures.
Bala Wala Soura is not just a media brand. It is a strategic growth case study.
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