Brand Strategist | Branding, UX
Project Manager
Case Study: Rebranding renewals
Digital Experience, Rebranding and website for professional development coaching client
Client Testimonial
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TL;DR
Kaetrena’s goal is to establish and grow her platform, build a sustainable backend process, and offer support and accountability as she educates on deconstructing the current culture among library professionals.
Summary
This case study explores how I developed a comprehensive brand, content, and digital experience strategy for a coach who supports individuals, executives and organizations facing low morale.
My work focuses on aligning her messaging, visuals, and digital presence to better connect with their target audience and increase customer engagement.
Background & Context
Meet Kaetrena
Kaetrena is the lead facilitator of Renewals, an agency that works to create healthy work environments and address low morale in libraries by increasing awareness of workplace bullying behavior and guiding actors and recipients to a place of recognition, reconciliation, and recovery.
She is focusing on expanding and developing her consulting business in a sustainable, meaningful, and enjoyable way.
The Situation:
Kaetrena is focused on supporting individuals in finding the courage and self-compassion to create change in their professional lives, guiding organizations and executives in shaping healthy workplaces, and educating the field on growing a more empathetic culture is driven by a combination of research and a deep desire to effect lasting change.
Kaetrena hired me to rebrand her existing business, gain clarity on marketing opportunities, and develop a user experience that is accessible while remaining authentic, showcasing her expertise and empathy.
Research & Strategy
Approach to Research:
To develop a strategy that aligned with Kaetrena’s mission and long-term vision, I conducted in-depth research and analysis to guide the brand foundation.
🔍 Competitive Analysis – Analyzed similar consulting and advocacy businesses to identify market gaps, differentiation opportunities, and pricing structures.
👥 User Persona Development – Created detailed audience profiles for three core segments: executive leadership, staff, and organizations, ensuring services addressed their distinct needs and challenges.
📊 Website Audit & UX Strategy – Reviewed the existing site for clarity, usability, and conversion opportunities, refining the structure for better engagement.
Key Findings:
⭐️ Workplace Well-being is a Pressing Concern
Across all audience segments, there is a strong demand for solutions that address workplace morale, bullying, and organizational culture shifts. Staff members seek validation and guidance, leadership requires strategic DEIA processes, and organizations need scalable solutions to create lasting change.
⭐️ Leaders Recognize the Need for Cultural Change
Administrators and formal leadership acknowledge low engagement and workplace dissatisfaction but often struggle with implementing actionable solutions. They seek practical, research-backed strategies that foster safe environments for both employees and patrons, aligning with organizational goals.
⭐️ Individuals Want More Than Just Advice—They Want a Path Forward
Staff experiencing low morale, workplace neglect, or bullying are looking for compassionate, actionable support. They value curiosity, authenticity, and thoughtful action that empowers them to thrive, whether they remain in their current workplace or transition elsewhere.
⭐️ Niche Expertise is a Competitive Advantage
Renewals’ deep understanding of library and archive organizations positions it as a leader in addressing workplace morale issues in this specific sector. The ability to tailor scalable consulting solutions to match funding cycles and institutional structures makes Renewals a standout choice compared to broader workplace coaching services.
the solution:
To position Renewals for sustainable growth and long-term impact, we developed a strategic brand foundation that aligned with Kaetrena’s mission and professional identity.
🔹 Brand Strategy & Messaging – Clarified Renewals’ purpose, vision, and values to ensure consistency across all platforms and client interactions.
🔹 Visibility & Thought Leadership – Crafted a content strategy that empowered Kaetrena to confidently share her expertise, merging her identity as a researcher, librarian, and consultant.
🔹 Digital Presence & Conversion Strategy – Developed a website framework with clear service offerings, a streamlined contact funnel, and an intuitive payment process to improve user experience and engagement.
Strategy Development
I led Kaetrena through an intensive brand design workshop to develop the foundations of her brand values, purpose, and business goals. After the workshop I plotted the user journey map, competitive gap analysis, and defined the ideal client avatar. I then synthesized this information to develop visual brand and messaging guidelines, content strategy, and creative direction for Renewals.
I was able to deliver creative direction that presents Renewals in a way that is warm, organic, and exudes trustworthiness. In Kaetrena’s words, I “have her aesthetic nailed!” She’s looking forward to moving forward with the web design and I can’t wait to pull all the elements of content strategy and visual design in a collaborative effort to support her audience.
Brand Positioning:
Renewals offers coaching and consulting services to individuals and groups who have experienced low morale and associated impacts, with a focus on levels of employees, including administrators and leaders who can model positive change and improve the overall health of their organizations.
I positioned the brand as a trusted leader of workplace wellness, emphasizing strategies to foster positive change, cultivate healthier work environments, and drive long-term organizational well-being.
Target Audience:
Renewals has three primary segments – executive leadership, staff, and organizations.
Individual staff members seeking support, validation, and guidance on improving their workplace and/or career transitions.
Formal leadership and administrators struggling with low-morale experiences who recognize the need for strategy and action to create a safe space for both employees and patrons.
Organizations who are moderately or fully aware of dissent and unease among staff and want solutions and frameworks to create lasting change.
Brand Messaging:
Renewals offers and cultivates empathy, validation, and a sense of victory and joy as people navigate their organizations or career, work-life, and personal lives.
Visual Identity:
Project Management
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Implementation
Channels and Campaigns:
- Describe where and how the brand strategy was applied:
- Website redesign (e.g., layout, messaging, user experience updates).
- Social media strategy (e.g., content themes, campaign ideas).
- Marketing materials (e.g., brochures, email templates).
Project Plan:
- Include how you managed the project—tools used (e.g., Trello, ClickUp), timelines, and deliverables.
- Example: “The implementation plan spanned 8 weeks, with milestones including research, asset creation, and campaign launch.”
Target Audience:
- Describe the target personas, including demographics, psychographics, and behavior patterns.
Results and Impact
Measurable Outcomes:
- Highlight the results of your strategy (use fictional or real metrics if the project is hypothetical):
- Website traffic increase by X%.
- Engagement rate improvement on social media by Y%.
- Brand awareness or customer satisfaction increase by Z%.
What Changed:
- Explain how the brand’s perception improved or how the strategy solved the original problem.
- Example: “The new messaging and visuals resulted in a 30% increase in brand recall and a 15% boost in conversion rates.”
Lessons Learned
Measurable Outcomes:
- Reflect on the project:
- What worked well?
- What would you do differently?
- How did this project enhance your skills as a brand strategist?
Visuals and Supporting Materials
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- Include mockups, visuals, or charts to make the case study engaging:
- Before-and-after visuals (e.g., old logo vs. new logo).
- Customer personas or journey maps.
- Screenshots of social media posts or campaigns.
- Graphs showing engagement/traffic data.
- Tools to Use:
- Canva, Figma, or Adobe Illustrator for visuals.
- Google Sheets or Tableau for data visualization.
Closing
Summary:
- Recap the case study in 2–3 sentences, highlighting the challenge, strategy, and results.
- Example: “Through a carefully crafted brand strategy, we repositioned XYZ Company to align with its audience’s values, resulting in a 20% boost in engagement and a stronger brand identity.”
Call to Action:
- Add something like: “Interested in learning more about how I can create impactful brand strategies for your business? Let’s connect!”
My Design Process
Empathy + Discovery = Learning what I need to Know [Empathize]
In this first phase of the process, I gather information to discover the business problem, the user, what’s currently working, and what major hurdles exist.
An audit is conducted on metrics, as well as a competitive gap analysis and user research. With this information I am able to craft a user journey map and develop a problem statement or goal for the business.
Sizing up the project [Define]
Goal statement: Our website will lead users through an intuitive and seamless digital experience for users, ultimately driving successful conversions and sales.
Renwals also receives 1-3 inquiries per month
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Kaetrena needed a way to communicate the value and details of each service that she offers and automate users signing up for appointments, make payments, and sign contracts. Previously all potential clients had to wait for an email from her, making the process tedious for them, and frustrating for her.
Because Renewals offers services to such a specific niche, it is also important to emphasize and form content strategy with much consideration to the user’s needs and continued attention on the experience.
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