I Stopped Selling a Product and Started Reflecting Myself.
The Realisation
I was chatting with a potential client, having one of those good conversations where everything just clicks. I felt open, comfortable, and genuinely myself. Then, I handed over my business card, and for a second, I hesitated. I glanced at it and realised it didn’t reflect who I was. The conversation was real, honest, and human. The card felt distant, polished, and overly premium. It looked like it belonged to a larger agency, not someone like me who’s built a studio on personality, trust, and clarity. That moment stuck with me. It made me realise I’d created something visually strong, but it wasn’t me.
The Rebuild
That hesitation stayed with me, and I knew I needed to re-evaluate. I decided to treat myself like a client and use the same strategic process I use for others to redefine my brand in a way that actually felt right.
I started with my own client questionnaire. I answered every question as honestly as possible, noting down not just what I do but why I do it, and what matters most to me when working with others.
I took that clarity and built a simple Pinterest moodboard to collect visual direction. This wasn’t about what looked “nice” but what felt like a reflection of my working style and personality.
From there, I built a new brand proposal. I created two distinct creative directions and weighed up what resonated most. In the end, I chose the one that felt clean and confident but still human.
I redesigned my logotype. I dropped the logo mark entirely. My name was enough. It was me.
I kept going. I built a brand presentation and even presented it to myself, slide by slide. I needed to make sure I believed in it. And I did. I designed and built a new website with this direction, rewrote my copy to sound like me, and created service pages that didn’t just sell, they explained, guided, and helped.
I redesigned my business cards, too. Something I was proud to hand over. Not something that made me hesitate.
The Shift
A few weeks later, I had another one of those good conversations. Natural, honest, full of the kind of energy that makes me love what I do. At the end of the chat, I handed over my new business card. This time, I didn’t think twice. It felt like handing over something that belonged to me, not just the business version of me. The new brand didn’t try to sell something I wasn’t. It just felt like a continuation of the conversation.
The Reflection
Looking back, I see where I went wrong. The disconnect wasn’t just visual, it was personal. As brand designers, it’s easy to define the story of a product or client. But when it comes to ourselves, it’s messier. I don’t fit into one box, and trying to force that only dulled what makes me good at what I do. Reconnecting my identity with my offering has made everything feel more natural - more like me. And now, instead of pitching a service, I’m just sharing something I believe in. That shift has made the process not just easier, but actually enjoyable!
Before
After
