How My Business Has Changed — Without Starting Over
Over the past few months, I’ve had a lot of conversations — with past clients, current clients, and people who are just starting to find my work — and I’ve realized something important.
From the outside, it might look like my business has changed a lot.
New language.
New conversations around alignment and personality.
New ways of talking about branding that go a little deeper than fonts and colors.
And if you’ve worked with me before, or followed my work for a while, it would be fair to wonder:
Is this a new direction? A pivot? A completely different thing?
So I wanted to slow things down for a moment and explain what’s actually happening.
Because this isn’t a departure from the work I’ve done for years.
It’s not a reinvention.
And it’s definitely not me leaving past clients — or past versions of my business — behind.
It’s me finally naming the thread that’s been running through all of it from the very beginning.
What changed wasn’t the work.
It was the language I finally had for why the work mattered.
What People Have Always Come to Me For
From the very beginning — whether it was organizing, branding, websites, or design days — people have always come to me for the same two things:
Clarity and confidence.
They wanted brands they could actually move forward with.
Designs they understood.
Decisions they could carry forward for the longterm with pride — without needing a designer to hold their hand forever or translate everything for them.
They weren’t just asking for something that looked good.
They wanted something that made sense.
Something that felt like theirs.
And honestly?
That part hasn’t changed at all.
The Quiet Tension I Couldn’t Ignore
But for a long time, there was this quiet tension I couldn’t ignore.
Something about “normal” branding advice never fully sat right with me.
Everyone expected me to help recreate whatever trend was popular at the moment —
the font everyone was using,
the aesthetic everyone was chasing,
the strategy that worked for someone else on Instagram.
And what I kept noticing was this:
People weren’t choosing trends because they were meaningful.
They were choosing them because they were popular.
And when you skip the step of asking, What does this actually mean for me?
— my values, my goals, the kind of work I want more of —
The brand might look impressive…
but it rarely feels grounding.
And it almost never feels sustainable.
That disconnect always shows up later.
It shows up as second-guessing.
Constant tweaking.
Hesitation to show up confidently.
A brand that looks polished, but doesn’t really serve the person behind it.
And no amount of good design can fix that.
What Changed (Without Everything Else Needing To)
Over time — and after working with hundreds of clients — a pattern became impossible to ignore.
The people who felt most confident in their brands weren’t the ones following the rules the best.
They were the ones who understood themselves the best.
Their values were clear.
Their motivations made sense.
Their decisions weren’t constantly up for debate.
And once that foundation was in place, the branding part became clearer… calmer…
and honestly?
Easier.
What changed in my business wasn’t what I was doing.
It was that I finally named the deeper work that had been there all along.
The Thread That Connects Everything I Do
Today, whether I’m working with someone through branding, a design day, or teaching inside my course, the heart of the work is the same.
I help people discover the deeper meaning and values that drive their business —
so their brand actually reflects and serves them well…
attracts the right clients…
and brings them more of the work that gives them joy and fulfillment.
There are different entry points.
Different formats.
Different seasons.
But it’s all one thread.
If You’re In a Season of Evolution Too
And if you’re in a season of evolution too —
if your business almost fits…
if you’re successful but feel a little disconnected from it…
or if you don’t need a full pivot, just more clarity —
You’re not behind.
You’re not doing it wrong.
And you don’t need to start over.
You might just be ready to build a brand that’s shaped around you.
If that resonates, you’ll feel right at home in my You-Shaped Brand webinar.
It’s where I walk through this foundation step by step — before design, before strategy, before copy — so everything that follows actually fits.
Whenever you’re ready, I’d love to have you there.
