Brand strategy & visual identity for businesses that feel slightly out of sync.
For service-based founders and businesses whose branding no longer reflects their expertise.
Let’s fix that.
Real, intentional, strategic branding clarifies:
Branding isn’t about looking better.
It’s about making sense.
It’s about making sense.
But visually? Strategically? Cohesively?
Something feels off. And that's because a beautiful brand without clear positioning is just decoration.
- who you’re for (and not for)
- why you’re different
- what you stand for
- and how you should show up — visually and verbally
When that foundation is missing, everything else feels harder than it should.
My work focuses on the behind-the-scenes clarity that makes your brand feel obvious, aligned, and credible — then brings it to life visually.
This isn’t about ‘starting from scratch’.
You’re not figuring out what you do.
You’re not testing out a side hustle.
You’re not looking for motivation or Canva templates.
Your business already works—your clients trust you, your results speak for themselves. You know you’re good at what you do, and you’re operating at a level that deserves a brand to match.
You’re not testing out a side hustle.
You’re not looking for motivation or Canva templates.
Your business already works—your clients trust you, your results speak for themselves. You know you’re good at what you do, and you’re operating at a level that deserves a brand to match.
Because design decisions shouldn’t be improvised.
Every visual identity I create is rooted in clear positioning — because your brand needs to do more than look good. It needs to work.
We don’t start with logos.
Here, strategy isn't an add-on or a bonus. It's the pre-requisite, the foundation, the function behind the form. And it’s the reason the visuals land.
HOW IT'S DONE:
For when something feels off — or you know you’re ready to build, but want to map it first.
These focused sessions are designed to help you zoom out, connect the dots, and identify what’s not lining up in your brand, messaging, or visual presence.
If you want an expert perspective before investing more, this is a perfect first step to solve clarity, direction, and get confidence in what actually needs to change — and what doesn’t.
The Brand Alignment Session
(Formerly known as 'brainstorm sessions')
01 / 1:1 VIRTUAL session
Let's
your brand.
Where informed strategy becomes a visible, credible, cohesive system.
This is a cohesive visual brand system, built on clear positioning—not trends or vibes. We build a brand identity that quietly communicates credibility, confidence, and cohesion…. A brand that looks as strong as your work actually is, and holds up as your business continues to evolve.
Visual Identity Design
03 / LOGO + DESIGN SYSTEM
The behind-the-scenes strategy work that makes everything else make sense.
This is the strategic foundation that dictates how your brand shows up, who it’s showing up for, how it’s showing up, how it stands out… etc. We define your positioning, audience, values and differentiation so you can stop feeling generic or scattered, because visuals without strategy are guesswork—and guesswork is expensive.
Brand Positioning Audit + Blueprint
02 / strategy + foundation
CLIENTS FEATURED IN:
Strategy + branding + design
Sitka Fabrics
Sitka Fabrics offers fabrics for all experience levels, with a focus on family garment making and kid friendly fabrics. Their personable and approachable client experience makes the buying process easy for both the seasoned stitcher and new hobbyist.
We knew we wanted to take the Sitka brand in a direction that was reputable and professional, but still has a friendly, approachable and fun energy.
FULL CASE STUDY
Strategy + branding + design
Caritas Company
Caritas Company helps small business owners make sense of their cents through online courses and coaching.
We wanted to create a brand look and feel that reflected Caritas Company as professional, while maintaining a fun, approachable, cool and slightly feminine vibe. Caritas collection of logos include more playful and professional layouts to adapt to the different audiences. We also did a fun ‘thank you’ card for her clients and students with a custom illustration incorporating Kristine’s love for rap + basketball.
FULL CASE STUDY
Strategy + branding + design
Icon Training Club
Icon Training Club is a boutique gym in High River offering group workouts that are effective, approachable, community oriented but provide and elevated client experience.
We wanted to build out the Icon Training Club brand identity beyond the existing wordmark they had designed, giving them a broader set of resources to use throughout the physical club as well as their online presence and marketing.
FULL CASE STUDY
Strategy + branding + design + web
Oram Painting
Oram Painting provides exceptional interior and exterior paint services in Calgary, Alberta with an honest and human-centred approach.
We knew we wanted to take the Oram Painting visual identity in a fun direction - modern retro vibes - while still remaining refined, professional, trustworthy, calm and warm. Oram’s collection of logos gives off a professional, but fun vibe - just like their business.
FULL CASE STUDY
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