In 2023, I was laid off, and found myself in quite the pickle. I had years of experience, case studies, and stories—but no streamlined way to showcase them. Scrambling to assemble a portfolio, I focused on speed over strategy. My first website did its job: it housed case studies, listed my skills, and provided a contact point. But let’s be honest—it was a patchwork. No clear brand identity. No targeted messaging. It wasn’t me.
Fast-forward a few years, multiple coaching sessions, and a lot of reflection on what I truly offer, and I saw the need for more than just a project showcase. I needed to completely transform my brand so that reflected my expertise, spoke directly to my ideal audience, and clearly communicated my value.
I was about to transform myself and my image. Align my vision, define my stakeholders, communicate to my people effectively, and execute with impact.
Laying the Groundwork: Research & Inspiration
Before setting a strategy, I researched. I analyzed branding strategies from independent consultants, creatives, and industry leaders, studying what made them effective. What design choices built trust? What messaging resonated? How did their sites guide users to take action?
To reframe my own brand, I also examined change management principles. A successful transformation isn’t just about a new look—it’s about alignment. I needed a brand that felt authentic, was built on research, and reflected my expertise in guiding complex transitions.
Strategy First: Business Model Canvas & Personas
Every strong brand starts with audience clarity. I mapped out two personas based on past experiences, industry research, and peer conversations:
- Change Leaders managing transformations and seeking stronger communication strategies.
- Communications Leaders needing expert guidance to ensure initiative success.
From there, I refined my core value propositions: Structured Change Management and Engaging Communications.
I won’t get into my full Business Model Canvas—that’s beyond this case study—but this strategic groundwork set the stage for everything else.
Crafting the Narrative: The Storybrand Framework
Storytelling is key to engagement. Instead of listing services, I positioned myself as a guide helping organizations communicate transformation effectively. Using the Storybrand framework, I crafted a brand narrative that made my value clear:
- The problem? Leaders struggling to communicate change effectively.
- The solution? A strategic partner who simplifies complexity and drives engagement.
- The result? Aligned teams, reduced resistance, and successful transformations.
The result? A compelling brand story that seamlessly carried through my website, copy, and overall identity.
This narrative shaped my messaging across all touchpoints, ensuring consistency and clarity.
Defining My Visual Identity
With the story in place, I designed an identity to match. I wanted something forward-thinking yet relatable, professional yet approachable.
I started with fonts and colors, iterating in Miro and Adobe XD, refining the choices with AI-driven suggestions:
“Can you suggest a font hierarchy for a creative change management and communications specialist? It should be forward-thinking yet relatable. Design elements include 2D cartoon graphics, bold colors, and a transparent, down-to-earth voice. Also, suggest a color palette, based on my current one”
This provided a strong foundation. After adjustments, I locked in a clean, modern typeface and a color palette that balanced boldness with clarity.
Next, the logo. My old one? A rushed MidJourney experiment. This time, I took an intentional approach—designing something fluid, dynamic, and representative of transformation. The result? A mark that feels fresh yet familiar.
For graphics, I knew I wanted to play on the “change limbo” theme, so I started iterating on some flowy, gas-like, shapes on a gradient background. A few versions, and loads of testing screen modes in Illustrator gave me my main parallax background (With a light version following shortly).
Lastly, I wanted a hero image to lead my website and brand (and something I could use for future graphics later). Starting with my reference images of websites I liked, I began with some sketches of what I wanted from a cartoon-me. Then I made some quick line art in Illustrator, before finally coloring my limbo-surrounded avatar with gradients, and composing him in the correct environment (one that is just as confusing and stuck as change management can sometimes get.
Re-Building the Website
With my branding in place, I built a website that worked with my messaging—not just as a portfolio, but as a tool for engagement.
I leaned into the change limbo concept—reflecting that uncertain but transformative space leaders navigate. Visually, this showed up in alternating light/dark palettes and dynamic background textures.
I ditched corporate jargon for a conversational, story-driven tone. Change management is built on trust, so I prioritized credibility through testimonials, impact studies, and structured frameworks.
The Takeaway
Rebuilding my brand wasn’t just a design exercise—it was a change initiative. It required:
- Strategic clarity – Understanding my value and audience.
- Stakeholder alignment – Building messaging that resonates.
- Execution with purpose – Creating a system that attracts the right opportunities.
The result? A brand and website that don’t just exist but thrives—engaging the right people and setting clear expectations. And as with any change effort, the process was just as valuable as the outcome.