Branding & Visual Identity Development
Case Study:
Connective Tissue Coaching & Consulting Branding
Context (Inside the Jar)
Kari, a 4x author and the founder of Connective Tissue Coaching & Consulting, was struggling to bring all of her offers and initiatives under one brand to help communities thrive. Before coming to me, she’d completed a collaborative workshop to articulate her declarative statement, but needed guidance to take the next steps in developing strong branding before building a new website.
Her existing brand was compartmentalized and disjointed across multiple websites and iterations from two decades of establishing as an author, facilitator, podcaster, coach, and consultant. She needed an identity that would embody her values and clearly communicate and support the powerful and authentic work Kari does with Connective Tissue.
Creative Direction
I developed a comprehensive brand strategy through:
Collaborative sessioning to uncover elements that would drive the new identity
Developing a distinct brand visual personality and voice
Creating a cohesive visual identity system
Intentional creative process anchored in values-led collaboration
Creative Solutions
Facilitated (coffee-forward) sessions to help my client define and articulate her vision, purpose, mission, and intersections of offerings
Created a distinct logo that highlights her unique approach and values through the use of symbols of ritual, land, and relationships
Developed a cohesive visual identity with a nature-inspired color palette, grounded typography, and photography guidelines that capture the connection between nature and the body
Strategically applied across cohesive, custom assets for social media, print, website, membership site, and other existing and new channels
Infused each step of my creative process and our collaboration with our shared values of connection, humanity, and integrity
“Shelby understood me and guided my vision from the start of the branding journey.
I am over the moon with the results.”
–Kari O’Driscoll, 4x author and founder of Connective Tissue Coaching & Consulting
Impact
The transformed brand provides Connective Tissue Coaching & Consulting with:
A clearer expression of her transformative mission
Consistent visual storytelling across diverse audiences and platforms
A foundation to launch new initiatives and projects in development
Integration of two decades of broadcast and impact while nurturing her unique audiences
With a new identity, Connective Tissue Coaching & Consulting is able to lean on strong branding as they continue helping people thrive and transforming communities for generations to come.
