climatree
Conscious living, shown not preached — the personal brand of Yulia Hancharova and the climatree content studio, as one aligned identity.
buy less · notice more · make do beautifully
How this book works
Two brands live here and they must always feel related. Yulia is the human face — warm, personal, the show. climatree is the professional studio — the same values, made hireable. They share one palette, one type system, one voice; only the job changes. The personal blog is climatree’s shopwindow; climatree is where the trust turns into paid work. Everything below is written so you can rebuild it inside Canva.
Yulia — the personal brand
How I show up consistently. Goal: trust and recognition.
Core identity
Mission
To help overstimulated people live lighter, slower and more consciously — by making sustainability feel beautiful and doable, never guilt-driven.
Vision
A world where buying less and noticing more feels desirable — where conscious living spreads through beauty and example, not lectures.
- Authenticity over perfection. Real light, real hands, real accent. Kept, not polished away.
- Beauty as an invitation. Feeling first, behaviour second. Desire converts where guilt repels.
- Honest, “not pretty” sustainability. Show the effort and the mess, not only the aesthetic.
- Heritage & resourcefulness. Babushka wisdom — making do beautifully is a skill, not a sacrifice.
- Community over consumption. Swap, repair, borrow, grow. Less stuff, more people.
For young women who feel tired of overconsumption but allergic to guilt, Yulia is the creator who makes conscious, low-waste living feel warm, beautiful and easy — blending romanticised everyday life, Slavic heritage habits, and quiet nature observation.
Messaging system
Buy less, notice more, make do beautifully.
“I make calm, beautiful little films about living with less — conscious swaps, old-world habits, and the small bits of nature most people walk past. I want sustainability to feel like something you’d want, not a chore you’re guilted into.”
- Babushka knew — heritage sustainability nobody else has.
- The 40 feet — nature observation, pure atmosphere.
- One in, one out — conscious consumption, shown visually.
- Not pretty — the honest counter-aesthetic.
Warm · personal · unpretentious · a little dry. Humble by design — “read with a smile and a pinch of salt.” Never preachy, never expert-lecturing.
- First person, sentence case, plain verbs.
- One line of meaning, max. Let the image teach.
- English, my own voice — Russian accent kept, it’s an asset.
- Emoji: one at most, botanical (🌿). No emoji walls.
- No “I’m not an influencer”, no public “looking for brands”.
Audience
Primary
Women ~20–35, EU / Germany. Overstimulated, sensitive to aesthetics, want a slower softer life. Care about sustainability but reject guilt-based messaging.
Secondary
Eco & conscious brands scouting UGC creators; the expat / newcomer community finding their feet in Germany.
Needs & pains
Overwhelm and guilt; not knowing where to start; wanting beauty and meaning; permission to do small things imperfectly.
Content strategy
Four pillars, each a repeatable series so you’re never staring at a blank page. Nature carries the volume (easiest for you); the other three carry the meaning.
Babushka knew
Format: a German/modern default → “where I’m from, we…” → show the practice → the quiet why. One habit per video.
The 40 feet
Format: one small living subject, beautifully filmed, ambient sound, at most one line of meaning. Never a lecture.
One in, one out
Format: a swap or a count, shown visually. The message lives in the image. This is the pillar brands read as “she gets it.”
Not pretty
Format: the unglamorous real version + one dry honest line. The only pillar where talking-to-camera fits. Use sparingly.
- Instagram — home of the personal brand (keep the name).
- @clima.tree — light professional shopwindow, cross-linked.
- climatree.net — the studio site & portfolio.
- Cadence: 2–3 posts / week you can hold for a year. Steady beats bursts — flat growth came from stop-start.
Babushka → 40ft → One-in-one-out → 40ft →
Babushka → One-in-one-out → Not Pretty → 40ft
Show, don’t tell. Save the hook-and-convert craft for paid climatree work.
Presence & bio templates
Online: the practice, not the private. Share what you make, notice, grow, repair, swap. Offline / kept back: relationship conflict, family & immigration specifics, mental-health detail, precise location, anyone else without consent.
Give before you ask. Offer to make something first (see: CUCOMO). Lead with contribution, let the ask be small and separate. Never a public “please sponsor me.”
Yulia · conscious livingColour
Pulled directly from your published guide — earthy, warm, natural-light. Sage leads (not terracotta), which keeps you out of the generic “cream + rust” look and makes the palette feel grown, not decorated.
Cream #F4EDDE · Deep cream #EDE3CE — always the background. White only for product/UGC clarity.
- Text = warm brown on cream (passes contrast). Never sage text on cream for body.
- Terracotta & ochre for accents only — ≤10% of any layout.
- Dusty blue is a whisper: skies, small details, links.
Typography
All three are free in Canva. The serif elevates your existing Canva-Sans look toward “editorial / romanticised”; the handwritten face keeps the doodle warmth already in your guide.
Semibold & italic. Big statements, cover titles, pull-quotes. Sage-dark. Use with restraint — one per layout.
Weights 300–700. All body copy, captions, slide text, website.
The signature layer — handwritten notes, arrows, little asides over photos. Terracotta. This is the thread that makes any asset unmistakably yours. Never for body text.
Photo, profile & doodle style
Natural light only, earthy setting (green, wood, window light). Face visible, warm, candid-but-composed. No ring-light gloss. Same photo across all accounts for recognition.
Natural light always. Earth-tone scenes. Hands doing things. Slight film grain. Calm framing. The grid test: any three side-by-side must read as one person.
Hand-drawn arrows, little leaves, circled words in Caveat — the annotation style from your guide, carried onto reels and covers. Sparingly: one or two marks, never clutter.
climatree — the studio
How everything the studio produces looks, sounds and behaves. Goal: market consistency and hireability.
Strategy foundation
Mission
Help sustainable brands tell their story through authentic, beautiful UGC that makes conscious choices feel desirable — not worthy.
Vision
Become a trusted content partner for European conscious & sustainable brands, known for values you can’t fake.
- Values you can’t fake. Only brands Yulia genuinely believes in — no greenwashing, ever.
- Craft with feeling. Editorial, emotional storytelling — not stock UGC.
- Honesty with clients. Clear about what’s shot natively vs. AI-assisted (e.g. German voiceover).
UGC content creation for sustainable & conscious-living brands — specialising in femcare, personal care and low-waste products.
- Genuine eco values vs. generic UGC creators.
- No follower requirement & small-brand-friendly vs. eco-influencers.
- Multilingual — EN/RU native, DE/IT working.
- Covers under-served niches (femcare) most creators avoid.
Caregiver (primary) — nurturing, protective of people and planet — with a Creator streak (aesthetic, expressive). Voice is caring and beautiful, never militant or salesy.
Services architecture
One master brand, three service tiers as the “products”. Endorsement line ties the human to the studio: climatree · content by Yulia.
| Tier | What it is | Reads as |
|---|---|---|
| Starter | Single UGC video, one product, clean & simple. | Entry, low-friction for small eco brands. |
| Storytelling | Emotional, hook-led piece with a narrative arc. | The signature — where the craft shows. |
| Conscious Collaboration | Content set / ongoing partnership. | Retainer — the real path to €4k months. |
Personal ↔ studio always cross-referenced: the blog links to climatree.net; the studio site & @clima.tree credit “content by Yulia”. Same face, two jobs — never two disconnected identities.
Messaging & boilerplate
Sustainability, made beautiful.
Warm · sincere · crafted · quietly confident. Same roots as the personal voice, a shade more polished for brands. Never corporate, never preachy.
- Content that makes conscious products feel wanted, not worthy.
- A creator whose values match your brand — no greenwash risk.
- Multilingual reach in one partner (EN/RU/DE/IT).
- Comfortable with niches others skip (femcare, low-waste).
Governance & do / don’t
Always
- Lead with sage green + your real photo world.
- Keep the doodle/Caveat signature on covers.
- Only take brands you’d genuinely endorse.
- Disclose AI-assisted German voiceover up front.
- Show the product in use for any brand piece.
- Keep one clear CTA and price entry point on the site.
Never
- The generic cream + terracotta + serif default look.
- Claim personal use of a product you don’t use.
- Work with greenwashing brands for reach or money.
- “I’m not an influencer” / public “looking for brands”.
- Ring-light gloss or off-palette stock colour.
- Let pro-bono favours quietly become unpaid full-time work.
- Website: H1 must state the service in 3 seconds — “UGC for sustainable brands”. Show a niche reel above the fold.
- Social templates: cream bg, Cormorant title, Caveat accent, one accent colour per post.
- Decks / email: same three fonts, generous cream space, one image per idea.
- Keep master logo, palette & fonts in one Canva Brand Kit — reuse, don’t rebuild.
- Keep signed usage rights for every brand collab on file.
- Credit “content by Yulia”; don’t imply brand endorsement you weren’t paid/authorised for.
Personal vs. studio — the split
| Aspect | Yulia (personal) | climatree (studio) |
|---|---|---|
| Scope | One individual | A service system |
| Goal | Trust + recognition | Consistency + hireability |
| Voice | Warm, personal, dry | Same roots, a shade more polished |
| Job of content | Observe & make people feel | Make brands’ products wanted |
| Grows by | Showing up steadily, being yourself | Portfolio + outreach, not follower count |
One palette. One type system. One face. The personal blog earns the trust; the studio turns it into work. Keep them aligned and each one quietly makes the other stronger.
Rebuild every element above in a single Canva Brand Kit and you’re consistent across every platform.