It’s been a long time, but my rebrand is FINALLY done.

New visuals. New photos. New services.

Let me take you back a year. Around this time last year, I HATED my business. I hated the work I was doing. I hated that my growth was stalled. And worst of all, I began to hate my craft.

I knew I needed to make a change. Change how I was working with clients. Change the services I offered. Change how I structured my business to meet the big brand vision I had for myself.

In other words, it was time for me to stop building the business I thought I should be building and build the one I actually wanted to build.

This meant:

Shifting my clientele from B2B tech enterprises to creative service providers
Shift my offer model from primarily DFY to DWY
Creating more time in my business to go after opportunities like panels, podcasting, etc.
Identifying my zone of genius and going all in on it

I wanted to stop being just a freelancer and start being a business owner.

So, I blew up my business.

To start rebuilding it, I needed a whole new brand strategy. I needed a new visual identity and photos to bring me into this “2.0” era of business.

I never had branding that felt like or reflected me in the last 7 (almost 8) years I’ve had my business. Until now.

Here’s how I did it.

The rebrand

For all intents and purposes, I had a “half-baked” brand.

I wanted a fully-baked brand that felt legit and cohesive, and I was fully ready to hire a brand designer to outsource my branding…until I came across Brand Ed from Kristina (Gem Creative Co.). She was on my short list of designers, and then I saw that she had come out with a DIY course that taught the same frameworks she uses in her signature service. Sold.

The process seriously changed my business (Kristina, I’m sorry to sound like a broken record, but it’s so true.).

For a long time, I felt lost and didn’t understand who I was, not who the world wanted me to be. During the self-discovery, I tapped into my roots and started to realign who I was at my core.

I looked back at my old journals, projects, and writing pieces to understand who I am, what I stand for, and what I like.

I realized I like bold colors. I like the cool and the unconventional. I like things that go against the mainstream. Most importantly, I realized I didn’t drift as far from my core as I thought I did.

Anyone who knows me IRL knows that I’m not a boring person. I’m bold, dynamic, and passionate, and I’m 100% owning that.

I wanted my branding to reflect that. Magazine layouts and punk rock posters from the 70s and 80s inspired me. It was the “aha” moment I needed and reflects who I am:

I started my content journey wanting to be a fashion journalist, so I’ve always been a fan of magazines and media
I junk journal, so I love the collaging and layers
80s rock is in my everyday music rotation
My personal style is a mix of edgy, effortless, and bold

I also wanted my branding to be infused with a lot of art, specifically my art. I use my own photos and collages in my graphics, making my branding feel more original and more me.

Needless to say, I’m OBSESSED.

The photoshoot

The next step was the photoshoot.

I didn’t want a basic brand photoshoot. I wanted something that leaned on the side of “artsy fashion editorial.”

And boy, did my photographer deliver.

We used light filters. I built backdrops. I raided my closet for the coolest outfits. Needless to say, we went HARD.

The whole vibe was “avant grunge,” and I was so here for it.

Some creative elements I went for:

Custom backdrops
Unconventional shots
Lots of blurred, in-motion photos
Light filters

It was so much fun to help creative direct my shoot. I’m a photographer too, so I spend a lot of time behind the camera so I have a specific vision of how I want it to go. And it was so much better than I expected.

The services

The last element of the rebrand is my services.

And it started with really getting clear on my positioning:

I’m a brand media & content strategist who helps creative brand leaders become tastemakers by turning their POV into unforgettable content.

A big part of why I do what I do professionally is around leaving an impact and legacy.

I got into writing to share big ideas and to make people think differently. I want to influence people with my work.

In other words, I want to be a tastemaker. And I want to help other people be tastemakers, too, by leveraging the one thing that makes them unique: their point of view.

And to me, that comes in the form of long-form content that breaks through the noise and becomes impossible to ignore.

Here’s how you can work with me this year:

Media Multiverse Plotting Call

Content strategy & platform audit to make sure your content aligns with your business goals and resonates with the right audience on the right channels.

Investment: $697

Idea Incubator:

3-month content strategy & coaching retainer to help you turn your vision for your content into a reality.

Investment: $1,000/mo. for 3 months ($3,000 total)

Content Catalyst

DFY content retainer specializing in long-form content creation: blogs, newsletters, and case studies.

Investment: starting at $1,750/mo. With a 3 mo. minimum

Content Kickstart

8-week blog intensive designed to help you create more POV-packed blog content in less time so you can show up more consistently, with more authority, and convert more customers — without sacrificing optimization. JOIN THE WAITLIST.

Investment: $2,800

Learn more about my services

Some other things I’m working on in this new chapter of my business are teaching (I’m looking into being an adjunct/part-time college professor!), monetizing my newsletter, Creatives Anonymous, and doing more speaking engagements, events, panels, podcasting, guesting, etc.

It’s the business I’ve always wanted to build. And now I’m finally doing it. And blowing my own mind every step of the way.

Welcome to my Reputation (Alexa’s Version) era.

It’s Giving Avant Grunge: The Story Behind My Rebrand