We started working on her brand with a series of interviews with Liliia herself with the idea in mind to understand in detail all the nuances of an unfamiliar sphere. Then we conducted a research part of the work, where we considered the mediation market in Russia and other countries. This gave us food for thought, we saw an interesting diverse market, and most importantly, a niche for positioning.
We realized that any dispute is, in fact, a trap from which its participants cannot get out. We came up with the idea to present it as a labyrinth, and the mediator as a conductor from it. So the name of Liliia's technology immediately arose. We called it "Exit Point". After all, when a relationship begins, you need an entry point. When they reach a dead end, an exit point is needed. Liliia is capable of seeing the exit point where others see obstacles. This became
the core of positioning and a metaphor for Liliia's work as a mediator.