STRATEGIC BRANDING
STRATEGY SUCCESS STORY
“I thought I didn’t need strategy and boy was I wrong…”
Dena came had a vision she couldn't articulate. As a soul midwife, she wanted to create a Yoga Nidra program focused on death and belief - meaningful work that could open people up to surpass any perceived limitations they might have about death and beyond.
Dena Grace
THE CHALLENGE
The concept felt too complex and too difficult to explain. How do you make a program about death and belief feel approachable? How do you communicate something so profound in a way that attracts the people who are curious?
Even as a sole proprietor with "just one basic service," Dena discovered she couldn't wing it. She was spinning her wheels, getting nowhere, and realized she needed help organizing all the ideas swirling in her head.
Dena's starting point – ideas without clarity
THE STRATEGIC PROCESS
Know Who You Are Workshop
Dena completed the online "Know Who You Are" Workshop, then we worked together through additional strategy sessions to cover the full Brand Explorer process.
This became Dena's foundation. Working through the online exercises at her own pace, she began pulling information out that she knew was there but couldn't access.
“When you asked me the questions, it was pulling the information out that was in there. I just didn't know how to get it out. The workshop provided questions I didn’t even know to ask.”
THE STRATEGIC BREAKTHROUGH
The breakthrough moment came with the archetypes exercise. As a visual person, Dena could finally see her brand taking shape.
“The archetypes exercise was pivotal. It helped me visualize the personality of my brand and see what I was trying to create.”
THE ELEVATOR PITCH BREAKTHROUGH
About 75% through the workshop, everything clicked.
“I was able to sit down and just write my elevator pitch. I got up after I wrote that and celebrated because that was so huge! To be able to find the words to describe what I want to offer to someone else!”
That moment of clarity was transformational. She finally had the words to help her express the work she was deeply passionate for.
Valuable Insights
The Foundation That Changes Everything
The workshop didn't just give Dena words. It gave her a framework she could return to as her business evolved.
“Now as I'm moving forward, even in the beginning stages, I can still refer back to that and feel confident and clear. If I need to, as my business expands or changes, I can come back to that solid foundation and ask myself those questions again. Does this still align?”
VISUAL IDENTITY OUTCOME
With strategic clarity in place, Dena now needed a visual identity to match. The process was straightforward. Her findings from the workshop translated beautifully to her new logo and website.
The logo reflects transition and continuity - a gentle, flowing symbol suggesting movement between states along with a final letting go.
Brand assets were created to represent the human journey that we are all participating in using an abstract geometric human figure to illustrate key concepts of her program.
Every visual choice from color to typography to imagery connected back to the strategic foundation Dena uncovered through the workshop process.
BUSINESS IMPACT
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Clear Communication Dena could explain her program succinctly instead of struggling through complex descriptions.
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Professional Credibility The complete brand identity gave her important work the professional presentation it deserved.
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Sustainable Foundation A brand strategy framework she could reference and iterate on as her business grows and evolves.
“Now I have a clear vision of my business, my target audience, and how my work benefits them. It gave me something solid to stand on . I finally feel confident moving forward.”
Curious about the full story? Watch the complete interview to hear exactly how Dena went from brand confusion to total clarity, and what surprised her most about the process.
My Work
These logos inspired the Brand Explorer Workshops I offer today. Each project taught me that strong visual design deserves equally strong strategic foundation, which evolved my process to ensure every brand identity starts with solid strategic clarity.
Other Work
What Workshop Participants Say…
5.0
Nancy Charlet
The Know Who You Are Workshop opened my eyes to ‘what is brand identity.’ Krista laid it all out in a really easy way to understand, follow, and work through. Her short videos are engaging and chock full of good, succinct information.
Chirag Mehta
Krista's Brand Explorer Workshops were transformative. The Archetypes exercises were particularly revelatory, refining our brand's identity, style, and tone.