Mary reached out to me to help her launch her personal training business. In a saturated market, she needed to position herself as the credible, well-credentialed professional she is: Mary has thousands of hours of experience as a trainer and is ISSA certified.

I helped Mary articulate her value proposition, and distilled her unique style and philosophy into a simple yet visually striking brand identity and marketing website.

Roles & Outcomes

I was involved from day 1 on this project, providing feedback on Mary's planned service offering and marketing strategy, in addition to helping define her value proposition.

In just two weeks, I delivered a finished brand identity and a fully functioning, easily editable website. The essentials needed for a successful brand launch.



Pre-strategy worksheet
Project self-evaluation


Remote workshops
Defined value propositions
Secured the look and feel
Prioritized web objectives


Logo creation
Chose typography and colors
Designed and built website


Social media setup
Delivered print materials
Handover & CMS training
Brand launched!

Brand Strategy

Week 1 consisted of three client workshops, held both in person and remotely through FaceTime. We covered the most essential elements of Mary's brand strategy:


Ideal customers - who they are, what they want, why they choose to buy (and why they might hesitate), and where we can reach them.


Brand attributes - desired look & feel, tone of voice, and relevant values/guiding beliefs that build emotional connection.


Brand positioning & value - how we can frame Mary's services in a way that make the value of them obvious, attracts ideal customers.

In the end, we arrived at a positioning strategy that would be sure to differentiate Mary from the competitors in the area, and attract the type of client that she wants to help. This informed the design of the visual identity and how we presented Mary and her services both digitally and in printed mediums.

Visual Identity

Guided by the client workshops, I developed a simple and effective visual identity that reflects Mary's objectives while setting her apart in a very saturated market.


I custom-built Mary's marketing website on Godaddy, using Wordpress as the content-management system. The website needed to be nimble to begin with, with the capacity to grow in the future. As usual, I made sure to develop the website with load performance and technical search-engine optimization features in mind.

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