Brand Strategy + Visual Identity
Your business has a point of view. Your brand should look like it.
Strategic brand design for therapists, wellness providers, spiritual businesses, and service brands that have outgrown the logo, colors, or visual direction they started with—and need an identity that finally feels as established as the work behind it.
You keep trying to make the pieces match. They were never built to.
You’ve refined your services, found your voice, and become more confident in the work you do. But visually, you’re still trying to make old pieces, new ideas, and one-off choices somehow feel like they belong together.
Your logo isn’t necessarily bad, but nothing feels connected.
You keep changing colors, fonts, and graphics hoping something finally clicks.
Your business feels more established than it looks from the outside.
Every new post, page, or piece of marketing becomes another round of “what should this look like?”
You know how you want people to feel when they find you. Your brand just isn’t communicating it yet.
The goal isn’t more brand assets.
It’s a brand you know how to use.
Strategy
Before anything gets designed, we define what the brand needs to communicate. That means getting clear on your audience, positioning, personality, values, and the feeling you want people to walk away with. This becomes the filter for every visual decision that follows.
Identity
Then we translate that direction into a visual system that feels distinct and cohesive—your logo suite, color palette, typography, supporting graphics, and imagery direction. Not a collection of pretty pieces. A system that actually belongs together.
Application
The brand has to work outside of a mood board. We look at how the identity shows up across your website, social media, marketing, and client touchpoints so you’re not reinventing the look every time you need to create something.
Start with the brand.
Decide how far you want to take it.
Brand Design
For businesses that need the identity itself rebuilt before anything else.
We’ll define the strategy behind the brand, create the visual system, and give you a clear direction you can carry into your website, marketing, social media, and client experience.
Your business has grown, but your visuals haven’t—and the website itself doesn’t necessarily need a full rebuild yet.
- Brand strategy
- Logo system
- Color palette
- Typography system
- Supporting visual direction
- Imagery direction
- Brand guidance
Brand + Custom Website
Brand first, then a fully custom website built from that direction.
We build the brand first, then carry that direction into a fully custom website so the strategy, visuals, user experience, and messaging work together from the beginning.
You’ve outgrown both the brand and the website and don’t want to redesign one now only to revisit the other six months later.
- Everything in Brand Design
- Custom website strategy
- Custom website design
- 5–7 conversion-focused pages
- Responsive build
- Foundational SEO setup
- Launch support
Systems that know how to show up.
Vanessa Boettiger
Counseling + Therapy
- Needed
- A grounded, mature identity that could hold the depth of therapeutic work without feeling cold, generic, or overly clinical.
- Direction
- An earthy editorial system built around roots, warm neutrals, refined typography, flexible logo marks, and imagery that feels calm and intentional.
- Result
- One cohesive visual language that carries the same point of view across stationery, social content, client materials, and digital touchpoints.
Brand Strategy + Design Process
We get clear first. Then we make it visual.
You don’t need to show up knowing exactly what your brand should look like. My job is to help pull out the ideas, personality, positioning, and point of view that are already there—and turn them into a visual direction that actually makes sense for the business.
We figure out what the brand needs to say.
We start with guided journaling and strategy work to get underneath the visuals. We look at your audience, positioning, personality, values, what has changed in the business, and what no longer feels like it fits.
Start Your Brand Project →I turn that into a visual direction.
Once the strategy is clear, I translate it into something you can see. We explore the concepts, typography, color, imagery, logo direction, and supporting visual elements that bring the personality of the brand to life as one cohesive identity system.
We refine it into something you can actually use.
We refine the direction, see how the identity works in real applications, and make sure the system holds together beyond the presentation. You leave with your final identity, organized files, brand guidance, and a clear handoff so you know how to keep using it after the project is complete.
Good work deserves good design.
So, where do you want to start?
Before You Book
A few things you might be wondering before we build your brand.
You don’t need to know exactly what your brand should look like before you reach out. That’s part of the work we do together. Here’s what you need to know before starting a brand project.
Not at all. You don’t need to arrive with the right colors, fonts, logo idea, or perfectly curated Pinterest board. Figuring out the visual direction is part of what you’re hiring me to do.
We start with guided journaling and strategy so I can understand your audience, positioning, personality, values, goals, and what no longer feels right about the current brand. I use that information to develop a direction that actually has a reason behind it.
You can absolutely bring references or ideas you already love. They’re useful clues—not a requirement and not a design brief you have to figure out by yourself.
That’s completely fine. Having a logo doesn’t necessarily mean you have a brand system—and it also doesn’t automatically mean the logo has to disappear.
We’ll look at what you currently have, what still works, and what feels disconnected from the business you’ve built now. Sometimes the right move is a full identity rebuild. Sometimes there are ideas worth carrying forward in a more intentional way.
The goal isn’t to replace things just for the sake of making them new. It’s to make sure the identity works as a whole.
Yes. Strategy is part of the branding process, not an optional step I tack on after the visuals.
Before I start designing, we work through the audience, positioning, personality, values, goals, and the experience you want people to have with the business. My guided journaling process helps us get to the things that can be surprisingly difficult to explain in a traditional questionnaire.
That strategy becomes the filter for the logo, typography, palette, imagery, supporting graphics, and every other visual decision that follows.
You’ll receive an organized final handoff with the brand assets you need to actually use the identity after our project is complete.
That includes your finalized logo variations in appropriate formats for digital and print use, your color palette, typography direction, supporting visual elements created for your brand, and guidance for keeping everything consistent.
I’ll also make sure you know what the different files are for, so you aren’t left opening a folder full of mysterious exports and wondering which one belongs on your website.
Yes. If both the brand and website have been outgrown, you can book the Brand + Custom Website package for $3,800.
I build the brand first, then carry that direction directly into the website. That means the typography, color, imagery, graphics, messaging hierarchy, and overall experience are being developed as parts of the same system instead of trying to make a new site fit an old identity.
Brand Design is $1,800 and Custom Website Design starts at $2,500. Booked separately, that’s $4,300. The combined package is $3,800, so you save $500.
Your project includes a defined revision process, and the exact revision scope is outlined before you book so there aren’t any surprises once we start.
More importantly, you aren’t expected to approve the first thing I show you without discussion. We use your feedback to refine the chosen direction into the final identity.
The strategy work at the beginning also helps keep revisions focused. Instead of cycling through random styles to see what sticks, we’re evaluating the design against the direction we already established together.
Most Brand Design projects take approximately 2–4 weeks, depending on the scope of the project, feedback timing, and the amount of refinement needed.
We don’t jump straight into logos on day one. There is intentional strategy work at the beginning, followed by creative direction, identity development, refinement, application, and final handoff.
If you’re booking Brand + Custom Website, the full project naturally takes longer because the brand is established first and then carried into the website.
Yes. You don’t necessarily need to pay the entire project investment at once.
Payment options depend on the project, and I’ll walk you through the available schedule before you book so you know exactly what is due and when.
For larger projects, including Brand + Custom Website, 6-month and 12-month payment plans are available.
Still have a question about your brand? Tell me what feels off.
Start Your Brand Project →