The Throughline Build
Brand Strategy, Identity, Website
This is my favorite offering! I built it because I have worked with over 30 brands now, and somewhere in there I got really clear on what people actually need in order to launch and keep going.
I know what it takes to build something sustainable, something that lasts, that looks like you, that aligns with your values, and that pulls in the exact client you want.
I LOVE this work, and I think that energy comes through to the people I am working with.
Who is this for?
You have a business, or you are about to have one, and you have hit the point where the thing in your head needs to get out. Maybe your dream is no longer matching the thing you have on the internet. (Maybe you started with a logo you made yourself on Canva, at 11pm, and while that guy really pulled through for you, it’s time to let him drift into the ether…or wherever retired graphics go.) Maybe you are three offers deep and secretly aware that two of them shouldn’t really exist because you hate doing them.
This is the package for founders who want the whole thing to come together in a thorough (but enjoyable!) way!
PHASE 1
The Throughline
This is the part most people skip, and it is the reason most brands do not hold. We are not picking colors yet. We are figuring out what is true about your business and your goals so that everything after this has something to be built on.
The session runs three hours and it is a working session, not a discovery call. I bring a set of bespoke tools I built for exactly this, and we use the ones that fit you.
What we do together
- Refine the vision down from everything you could do into what you are actually building
- Sort your offers, including the ones you have outgrown, and find the core of what you sell
- Map your mission against your values so that the two stop contradicting each other in public
- Define your real customer through evidence rather than demographics, so we know who we are drawing in and who we are letting walk past
- Pressure-test every decision after this against that person
What you receive
- A three-hour facilitated session, recorded if you want it
- A written positioning document covering your throughline, your customer, your offer structure, your voice, and the reasoning behind each
- A short list of what to stop doing, which is usually the most useful page in there
This phase flexes depending on where you are starting.
If you are branding for the first time, we spend more of the session on offer definition and customer evidence, because there is no history to work against and the risk is building something for a person who does not exist.
If you are rebranding, we spend more of it on what is already working. You have customers, you have language they use back to you, and you have a version of the brand that got you this far. The job is finding what to keep, which is harder and more valuable than starting clean.
PHASE 2
Identity
I bring you one direction and the reasoning behind why it is the right one for what we found in phase one. From there we refine together until it fits, which is usually a matter of small adjustments rather than starting over.
What you receive
- A primary logo, a secondary mark, and a submark
- Full color palette with usage rules, including which colors are allowed to be large and which are not
- Typography system, primary and secondary
- Every mark tested in black and white first, then in color, then as a favicon, then at the sizes that break things like embroidery, signage, and a profile photo on a phone
- One round of refinement, which is almost always small
PHASE 3
Website
I write the copy and do the entire design, because you and I have already done the work to establish who you are and what this needs to be. Nobody has to translate the strategy into words for someone else to translate into layout. I’ve got you.
What you receive
- Five pages, typically home, about, offer or services, a case study or proof page, and contact
- Copy written for every page, from the positioning document
- Built in Squarespace, set up so you can edit it without breaking it
- Mobile checked properly, not just resized
- Basic SEO groundwork, page titles, descriptions, alt text
- Contact form and booking connected to whatever you already use
PHASE 4
Handoff (or continued management)
You want a brand that works for you, in a way that you understand, which is why this piece is integral. This phase exists so you can post on a Tuesday without opening a support ticket. (Though if you want me to continue managing your brand through socials and newsletter, I can do that, too.)
What you receive
- Canva templates for social, built on the identity, editable by you
- A brand guide covering logo usage, color, type, and voice, written in plain language rather than designer language
- All source files, organized
- A walkthrough call where you drive and I watch, so we find the confusing parts while I am still here
- Thirty days of email support after handoff
And if you want to keep going, I am still here.
Plenty of founders finish the build and realize the harder part is the next twelve months of actually showing up. If that is you, I offer a monthly retainer that picks up where this leaves off: social content, newsletters, and building out course or digital offerings when you are ready to launch one. Same person, same brain, same brand system, so nothing has to be re-explained.
Nobody is required to continue, and the handoff is built so that you genuinely can run this yourself. The retainer exists because some people would simply rather not.
What this is not.
No cohorts, no courses, no group programs. Everything you get is made by me, which means there's nobody to hand you off to and nobody I have to explain your business to twice.
If what you actually need is a team of six and a nine-month timeline, that's a real thing and there are studios who do it beautifully. I'm just not one of them, and you'll hear that from me on the first call rather than sometime around month four.
How it starts.
A short call to see whether this is a fit. If it is, we book the session and go.
If you would rather start smaller, the Brand Review at $750 and The Throughline at $2,500 both credit toward this within sixty days, so nothing is wasted if you decide to keep going.