Branding & Visual Identity Development

Case Study:
Connective Tissue Coaching & Consulting Branding

Context (Inside the Jar)

Kari, a 4x author, seasoned coach, mediator, and podcast host, 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

Collage of eight nature-themed images including a mushroom underside, a blue sky, tree canopy, sandy terrain, water waves, and dried tree branches.

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

Venn diagram showing support services for parenting, working, and being, with overlapping sections for combined support areas.
Four variations of a logo for Connective Tissue Coaching & Consulting, each with a different background color: green, light beige, blue, and black. The logo features an oval shape with a pattern of tree branches and the text underneath.
A collage of images and text promoting Connective Tissue Coaching & Consulting. The central feature is a smartphone with the company's logo and app interface. Surrounding the phone are designs with leaf textures, space imagery, and motivational quotes about trust and confidence, emphasizing themes of growth, resilience, and connection.

“Shelby understood me and guided my vision from the start of the branding journey. I am over the moon with the results.

She is amazing at what she does. She brings a creative sensibility to any project she touches that is always rooted in intention and integrity. I can't recommend her more highly if you're looking for an active, thoughtful partner in your work.”

–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.

Book Shelby for Branding Services