It felt like it happened so subtly, but a couple of weeks ago I sneakily shared something on Instagram Stories that I’ve been working on and dreaming about for a while — an entire re-brand and website redesign.

This entire process has been percolating for a while, and I officially put the wheels into motion last November. Seeing as marketing (which includes brand strategy at the core) is what I do, I felt compelled to share more about my process to perhaps help to shine a light on how this is so much more than the final result you see: a new logo and website.

For me, it all started last fall when I felt like I was finally getting a solid grasp on who I was as a person, what I uniquely offer, who it’s all for, and how I want to show up in the world. When I started my business in early 2016, I was mainly running on gumption and a prayer. I started my business because I was at a place where I didn’t have many other options, and it came at the suggestion of a dear friend, who was able to tap into something deep that knew this was the right path for me… and yet I fought so much self doubt along the way.

When I began the branding process back then, I didn’t really know who I was. I distinctly remember telling the first designer not to put a blog on my site because I didn’t write, and I couldn’t see myself ever doing it. Now, not only do I recognize the importance of sharing content consistently and want to model what I encourage my clients to do, but writing has also become my favorite way to share my ideas. I had to take it one excruciating step at a time though because in sharing my writing, I was simultaneously unraveling deep-seated stories about my lack of writing capabilities, my fear of showing up fully as myself, my resistance to wanting to be seen.

I share all of this because it has been through writing, and through growing my business, and dedicating myself to my own self-healing journey that I feel more myself than ever. And I wanted my external visuals to reflect the person I have become.

Because you see, a brand is not the final logo and web design you see here, although those are major facets. A brand must start with a soul excavation of what you believe so that every other element that goes into the visual design, the messaging, the entire customer experience, and all other business touchpoints in between, are direct manifestations of what you believe.

This all seemed to coalesce for me after taking a BrandLab with Root + River when I was finally able to articulate the four core beliefs for my business. From this point, I felt ready to enlist the support of the dreamiest of dream teams.

On this journey with me were three incredible souls: Hanna Mathilde as the designer, Erica Midkiff as the magician who can see patterns amongst my ramblings to make it all sound consistent and true, and Jillian Spangler who knows my business more intimately than anyone. From the beginning, I asked them to keep me grounded in those four core beliefs.

The logo came first, and I knew that I wanted something that felt dichotomous and elemental. While I am quite flexible, I also enjoy structure. In a work capacity, I can see the bigger picture and hold the overall strategy, while also getting down into the details. While I like structure, I adapt that structure for each client to meet them where they are, so it looks different from client to client.

A visual that I use often to describe my work often is that I view my role as the banks of a river. The client is the water, the river, the creative force. As the banks of the river, I’ll zig when you zig, and zag when you zag. I’ll flow with you, providing that flexible form that allows us to move forward, even if the path is often circuitous. Without banks of a river, then that river turns into a floodplain. So it’s with that dance of creative force plus malleable structure that we travel together.

You’ll see elements of the river banks in some of those branding visuals like this cover photo.

The other aspect I wanted to have pull through in the visuals was this sense of elemental energy. Quite literally, I mean the four elements: earth, water, fire, and air. I used those elements as a part of my vocabulary with Hanna. I wanted to make sure that the brand didn’t feel too airy. Because when I think about me in the context of the four elements, I feel like I’m a mix of earth + water (grounded, yet expressive and able to swim in those emotional depths with you), air comes in through brainstorming and ideas and imagination, but the surprise element is fire. I’m not one to anger quickly, but I do have an underlying passion that is not always present, but those who know me well will certainly see flashes of it.

I wanted earth + water to be most prominent, with flashes of fire. That’s represented with green and blue being the main colors, with pops of yellow (representing fire).

And finally in regards to the brand visuals, you’ll see two half circles in the logo. This is a nod to the two entities (you + me) coming together in true partnership to create a supportive environment in which iteration, feedback, open communication, and honoring the cyclical nature of things are paramount.

As for the website, the intent was to find ways (within the confines of what’s possible from a website) to make the experience feel and flow as much like it does to be in my actual presence. If I am to espouse a different way of doing business, then I wanted my online home to reflect that. That’s why I’ve purposefully created the home page flow to be a little different with what I hope comes across as more of a choose-your-own-adventure style.

I enlisted the help of Erica to peruse my writings from past Instagram posts and blogs and newsletters to responses to questions that she sent me specifically for this project, to help me craft language for the site that felt like it spoke directly from my heart. It’s easy to forget (well, at least for me) some of my past writings. I press publish, and then it’s out of my brain. I felt so supported to have someone reflect my own past writings back to me and to restructure them in a way that felt perfectly aligned. She found patterns in my previous writings, and wove it into the beautiful tapestry that you can read.

And to top it all off, Jillian was there thinking about how I work and ensuring that those notes were incorporated, too. Having a direct line of sight into how I work, she was my litmus test to ensure everything felt aligned from an outsider’s perspective, and for her honesty and grace, I’m unendingly grateful.

I share all of this with the utmost gratitude for being able to show up on my 4-year business anniversary in the way that feels so unabashedly me. It feels powerful, and I cannot wait for what the next four years hold.

None of this would be possible without the loads of people and countless support I’ve had over the years. To all the friends and souls and clients who have believed in me other the years, I cannot thank you enough. It’s an honor to do this work, and to be in a place to continue doing so. Thank you.