Two years ago I sat back and reflected that I really loved what I was doing, but every time someone asked me for my logo I’d cringe as I knew that it just didn’t represent who I was as a business. What started out as a Power Hour with Brand Strategist Fliss Lee two years ago has culminated in a whole shift as to how I present myself and my business.
For me rebranding my business wasn’t just about a new logo or a shiny website. It was a big moment to reflect and make some serious decisions about where I was heading next. I’ve chosen to change my business name, brand, visuals, photography and website I wanted to take some time to reflect and share the journey here. It’s been a process rooted in strategy and trusting my gut and I’ve laid out all of the people who have helped me along the way here.
Getting clear on brand strategy and visuals with Kinabalu Creative
At the very start of the rebrand, I had some big, honest conversations about the future of my business. I knew I was evolving in terms of my offer and my thinking and my brand no longer reflected that. My initial ‘brand’ was built on a foundation of a screen print I made nearly 20 years ago – which felt right when I first launched but it was time for my branding to be taken up several notches.
Working with Amy from Kinabalu Creative helped me zoom out and look at the long-term picture. We talked openly about naming, trademarks, positioning and where I wanted my business to be in years to come. Letting go of a name I’d grown attached to wasn’t easy, but it was the right decision strategically (and also as someone else had a very similar trademark!). The visual identity that came out of this process feels confident, organised, creative and a little bit playful, which is how I want people to feel when they work with me. Amy was a dream to work with and you can check her out here.
Finding the right name with Kate Ryrie
Naming a business is one of those tasks that sounds deceptively simple until you actually have to do it. Naming is not my strength as my brain is very practical, so I knew I needed expert support.
Working with copywriter Kate Ryrie was a turning point. Through a dedicated naming session, we explored metaphors and the ways I work with my clients (Kate and I had already done an Incubate session Incubate sessions together so that definitely helped!). That’s when the metaphor of light emerged and I got hooked on the idea of light beams and shining lights on how people work and their business strategies.
As we dug deeper, we discovered that there are three types of beams: divergent, convergent and parallel. That was the moment everything clicked. This mirrors exactly how I structure my sessions: opening ideas up, narrowing them down, and then organising them into something practical and usable. Adding “Thinking” to Three Beams anchored the name in what I actually do in helping people think creatively and strategically. More importantly, it just felt right in my gut!
Bringing the brand to life online with Little Green Jesus
Once the branding was in place, I knew I needed a website that truly did it justice. I considered doing it on Squarespace but decided that my DIY design skills weren’t going to cut it. My website plays a central role in my business and guides people through my offers and helps them understand how we can work together so it’s important to get it right.
Little Green Jesus brought the new brand to life online in a way that feels playful and shows what I do in a great way. The customer journey is clearer, my 1:1 sessions and Reflection accountability packages sit at the heart of the site, and everything feels aligned with how I work. I’ve worked with Little Green Jesus before on my Super Seconds Festival website and love working with Danny, Peter and Will on web design.
Capturing the energy with Fran Hennessey Creative
Fresh branding and a new website deserved photography that matched. Working with Fran Hennessey Creative was an absolute joy. From the start, Fran made me feel comfortable and guided me through the photo shoot with warmth and clear direction.
I wanted the images to feel bright and energetic, while still reflecting my values of creativity, connection and dependability. The final photos feel like me, and they tie everything together really well across the website and social media.
The cherry on the cake was a power hour with my good friend Lucy from Untold Creative – she helped me to think through the brand launch strategy, which you can see in action on my Instagram!
What this rebrand really means
Changing my business name and visual identity felt like a big step, but it has also brought me more confidence in my business. This rebrand isn’t about starting again, but it is about taking the next step in my business in a big way with intention (particularly since coming back from maternity leave in the summer of 2025!).
If you’re considering a rebrand yourself, I’ll be posting a blog in the coming weeks about my biggest lessons. But my biggest takeaway is that a rebrand is about your strategy, as much as it’s about the visuals you use and your website.
