Why I chose to Re-Brand


But first ….a little back history

When I first launched my consulting business in April 2014, I was like many entrepreneurs starting out -- I called in favors to help me get started! I asked a friend to design my logo and found a “test pilot” program through Linked-In that allowed me to create a website for just $90. My friend just happened to be a super talented graphic designer (shout out to you April @Redhead Design) and the website platform was pretty robust in the templates it offered so I was able to put together a fairly decent website for little-to-no money. Yatzee! Unfortunately, that test pilot program ran its course and without notice, it was bought out by another company who took the liberty of changing my beautiful website overnight to a profile pic on their freelance job site (awesome). Back to square one ...

Two Steps Forward … Three Steps Back

Now by this time, I’m about 2 ½ years in, my business has exploded and I’m working crazy hours to make sure everything was getting done while also trying to streamline my internal processes, hire additional help (ASAP), enjoy some semblance of work-life balance and keep my sanity (LOL). So the thought of starting all over and finding the time to put together a new website from scratch was about as realistic as me running the Boston Marathon in record time ... without training. I was so excited that business was booming, but I knew it was just a matter of time before I was going to burn out … or worse, my husband would find me in the fetal position rocking and drooling. Neither of which are a very good look.

Even though I knew I had no time to take on a full website redesign, it was still keeping me up at night because I knew not having a professional website and social media presence just wasn’t going to be enough to convert new referrals from prospect to client. In fact, I was already losing some great opportunities to work on awesome projects … and as much as I didn’t want to admit it, I knew why. Even though I had enough testimonials from clients to ensure prospective clients that I was legit, I wasn’t walking the same walk I was talking online. Now as a consultant, the old “do as a I say, not as I do” philosophy may be acceptable to those clients you’re already working with and producing results for, but for those prospective clients doing their due diligence from a word-of-mouth referral, they didn’t want to just hear about how qualified I was to handle their business, they wanted to see it.

Walking the Walk

So, I hunkered down, poured myself a big ole glass of wine and mentally surrendered to the timeline and the process. After a bit of research, it was important for me to get this right the second time around, so I hired a senior brand/web designer that specializes in helping creatives like myself get those crazy, random thoughts out of my head, organized and online (insert the uber talented and super patient Hayley with Three Feathers Design). I also wanted to use this re-brand to streamline what I really wanted to do -- the dream clients I wanted to attract, the industries I wanted to focus on and the services I wanted to provide moving forward.  

The Final Result

I’m over the moon with how everything turned out. The new logo designs are classic, fresh and elegant and are a perfect reflection of my personal style. They pay homage to where I’ve been and where I want to go in the future.

Fun fact: for those who know me, it’s also a visual “play on words” with my nickname “CC”.  I love that Hayley took that personal touch and incorporated it into the design. Thanks girl!

Brand Mood Board: The color palette is clean and modern with black, grey, muted green and a hint of light blue. 

Brand Mood Board: The color palette is clean and modern with black, grey, muted green and a hint of light blue. 

The colors I chose are earthy -- taking inspiration from my desert surroundings -- with pops of gray, camel and navy (three of my favorite colors). It was also important to me that my site carefully balance the masculine and feminine aesthetic because the industries I specialize in have a great mix of both male and female professionals and I wanted it to appeal to both.  The result ....eek! I love them so much.

Black/White Logo Versions.  Color versions include gold, navy and gray.

Black/White Logo Versions.  Color versions include gold, navy and gray.

I'm so glad I made the decision to invest in myself and my company. It was long overdue, but well worth the wait. I truly hope you like the new look and feel as much as I do. If you have any other burning questions you’d like to have answered, feel free to comment below or shoot me an email at hello@onxy-communications.com.

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