This is for you if...
You want to design more than just logos, but don’t know how to start.
Have tried adding brand strategy… but feel unsure how to actually integrate it into your designs
You find it difficult to get the right information in order to crystallise an overarching strategy before translating it into your designs
You feel overworked and underpaid, dealing with vague client feedback and endless revisions
You want to increase your value as a designer so you can charge more for your work.
Endless revisions because nothing feels “right” to the client
You struggle to explain choices beyond “I thought it looked good.”
You waste hours “guessing” styles, hoping something clicks.
Clients see you as a pair of hands and dictate every decision.
Stuck selling $200–$500 logos that clients treat as a commodity.
Revisions are rare and minimal because the concept is rooted in strategy.
Every design choice is backed by strategy, so clients instantly “get it.”
You start every project with clarity on the brand, audience & direction.
Clients hire you for your thinking and trust your guidance.
Confidently closing $5k–$15k+ projects because you’re solving business problems
With Strategy
Without Strategy
Introducing: Strategic Brand Identity Lab
200+
The complete self-paced training system that shows you exactly how to combine strategy + design into one powerful asset clients can’t resist. No more “just logos”, endless revisions or undercharging. You’ll walk away with the skills, confidence, and process to finally position yourself as a Strategic Brand Designer.
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A proven simple but effective 3-step process to conduct effective calls
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An objection handling framework to deal with the biggest client objections
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Access to watch me on a Real Strategy Call
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And strategies to overcome self-limiting beliefs so you enter calls confident and well-prepared
-
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4 strategic formulas to identify a brand’s purpose, mission, vision, and values
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A full detailed walkthrough of me doing this for a real client.
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A strategy based cleint mangement system to keep all your research and information in one organised space.
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And a framework to avoid the 4 biggest pitfalls designers make at this stage
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A roadmap for creating detailed and targeted audience personas
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A full breakdown on the strategies and tricks for researching competitors
-
A deep dive into my process for pinpointing a brand’s competitive advantage
-
A method for determining a Brand’s Personality and voice
-
And much more!
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A 3-step tried and tested mood board creation process
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A complete workflow for researching and gathering inspiration
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Resources and guides to help you find the perfect inspiration
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And a detailed step-by-step walkthrough of myself creating mood boards for a real project, so you can see all the small intricacies that go into creating effective strategic mood boards.
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A deep dive into the 3 methods I use to present my work (with real examples)
-
A blueprint on how to gather effective feedback
-
And a breakdown of the 4 most common client objections that you will encounter at this stage, so you know exactly how to deal with them.
-
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A 6-step design process that integrates strategy from the start, ensuring all design decisions are made with purpose.
-
A detailed breakdown on exactly how to translate strategy into design
-
A dissection of the mistakes made during this stage and how to avoid them
-
And frameworks to ensure you're never short on ideas when it comes to choosing fonts, a color palette, creating brand assets and more.
-
-
A step-by-step blueprint for presenting your work effectively (using 3 proven methods)
-
A comprehensive guide on gathering constructive client feedback
-
Ready-to-use templates that streamline your workflow
-
Practical guides for file exporting, management, and organization
-
A detailed breakdown of common client objections at this stage, and exactly how to address them effectively
-
The training system you need to finally STOP being uninspired, overworked, & underpaid.
All struggling designers face the same 10 problems:
01.
Conveying value
02.
Competing on price
03.
Endless revisions
04.
Lack of inspiration
05.
Juggling multiple projects
06.
Imposter syndrome
07.
Vague feedback
08.
Not getting dream clients
09.
Feast or famine months
10.
Client confrontation
If you're reading this, chances are one (or more) of these problems are keeping you awake at night (and keeping you stuck in the “commodity freelancer” trap).
And chances are, you know you’re worth more - which is why you're on this page in the first place.
Whether it’s to stop competing on prices, build a design business that excites you, or work on exciting projects, creating more than just “logos” is something that you’ve been wanting to learn for a while.
The 3 mistakes costing you clients, confidence, and cash
01.
Focusing Solely on Aesthetics
Many talented designers think good design is about creating the perfect aesthetic. It’s not. A brand identity can look absolutely beautiful on the surface - perfect typography, stunning color palette, flawless execution - but still fail to create any lasting impact on the business.
02.
Lack of Differentiation
How many wellness brands have you seen using the same sage green? Or coffee shops with the same brown palette and bean logo? This is one of the BIGGEST challenges designers face- creating something that hasn’t already been done before. When brands look the same as everyone else in their industry, they become forgettable. And so do you.
03.
Short-Term Focus
Nothing hurts quite like seeing a brand you designed getting replaced just months after launch. Or watching your client invest in yet another rebrand because their identity doesn't fit who they're becoming. This doesn't just drain the client's resources - it makes you doubt yourself.
The key skill you've been missing...
Maybe you've tried selling more than logos before. You added brand guidelines, social media templates, business cards. But time and time again, clients still see them as optional add-ons. And before you know it, you're back to selling just logos.
But this is because these are just “more design assets”.
You tried to sell more without solving more.
And “Strategic Brand Identity Lab” solves that problem. It teaches you to create one strategic asset that has a multi-fold impact on businesses, transforms how clients see your work, and frees you from the "just logos" trap.
You're not just selling logos.
You’re solving real business problems with your design.
Stop drowning in revisions.
The biggest trap designers fall into? Getting caught in endless debates with clients about subjective preferences. "I don't feel it." "Can we try something else?”
When design decisions are based purely on personal taste, there's no way to win. Every client meeting becomes another round of random changes. And every revision cycle makes you question your skills more.
But when strategy guides your design decisions, you’re not defending your choices or taste anymore, instead you’re walking clients through your thought process. Client conversations shift from "I don't like this color" to "I see how this helps us differentiate from our competitors."
In this course, I'll teach you how to create Strategic Brand Identities by making design decisions that are strategically backed, making them easy to justify and win over clients.
If you're reading this, you know your design skills aren't the problem. Since "charge more" made its way onto your goals list, you've watched other designers do it successfully - landing dream clients, building businesses, and creating the freedom they want.
But something keeps holding you back. You look at those $5k, $10k brand projects and think "I'm not sure how to get there.”
Maybe I need to get better at design? Maybe I need more experience? Maybe I’m just not ready?
But those designers aren't more talented than you, they just solve better problems.
Strategic Brand Identity Lab will get you to the other side. And once you learn to create Strategic Brand Identities, you'll never look back at $500 logos again.
Stop second guessing. Start charging what you’re worth.
Build confidence.
Build authority.
Build a thriving design business.
Creating Strategic Brand Identities is the fastest path to getting recognized for your work.
I know because this is the shift that helped me transform my design business.
I moved beyond defending design choices and started leading meaningful conversations about impact. Clients began looking to me for brand direction rather than handing over mood boards to copy.
My design decisions started to carry real weight, meaning they weren't just accepted, they were valued.
Whatever your creative vision is, inside the Strategic Brand Identity Lab, I will show you how to present it with confidence and purpose. Because when clients see the strategic thinking behind your creative decisions, they know they made the right decision by investing in your expertise.
Welcome to Strategic
Brand Identity Lab
Here's how it works:
1. Master The Fundamentals
of Brand Strategy
On the surface, Strategic Brand Identity Lab is a complete training system teaching you how to incorporate strategy into your design process.
Upon enrolling, you'll acquire an indepth curriculum that builds your strategic foundation:
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Unlock how to conduct strategy calls that extract valuable client information
Access practical formulas to uncover a brand's mission, vision, values, and purpose
Master a brand's positioning, audience, and competitive edge
Skip months of trial and error with proven strategy templates & frameworks
By the end of this section, you'll understand exactly what makes brands tick, what problems they're trying to solve, and how to think strategically about their growth.
2. Turn Insights Into Strategic Brand Identities
Other design courses charge thousands of dollars only to teach you more design principles and technical skills. And by the end, you leave with a bunch of notes sitting in a folder named “design tips”. Meanwhile, you're still stuck wondering how these new skills actually make you more $$.
This training system however, is all about turning the fundamentals of strategy into tangible design decisions:
Develop logo suites that stands out from a brand's competitors
Gain the strategic knowledge to choose colors that speak to the right target audience
Discover how to select typography that supports a brand's personality
Uncover the strategies behind designing assets that tell the right brand story
You'll follow a proven framework for turning strategy into design, transforming how you create and present brand identities to clients.
What's inside:
The foundation of every successful strategy stage is the strategy call.
Inside this module, you'll learn the exact structure and process for conducting strategy calls with clients. You'll go into your next call full of confidence, knowing exactly what questions to ask to extract valuable information.
You’ll get:
-
My simple but effective 3-step process to conduct effective calls
-
Objection handling framework to deal with the biggest client objections
-
Access to watch me on a Real Strategy Call
-
And strategies to overcome self-limiting beliefs so you enter calls confident and well-prepared
-
Inside this module, you’ll learn how to use insights from the strategy call along with some specialised formulas to identify a brand’s foundations.
This is the 1st core problem you solve for your client's business. Doing so helps your clients clearly communicate why their business exists, what it stands for, and how it helps others which all affect how the brand identity should be designed.
You’ll get:
-
4 strategic formulas to identify a brand’s purpose, mission, vision, and values
-
A full detailed walkthrough of me doing this for a real client.
-
And a framework to avoid the 4 biggest pitfalls designers make at this stage
-
Most brands have a differentiation problem and if you can solve that for them, they will be willing to pay you a lot of money.
And in this module, you’ll learn exactly how to strategically position a cleint’s brand so they stand out in their industry.
This includes conducting competitor analysis and uncovering unique strategic advantages for your client's brand.
You’ll get:
-
A roadmap for creating detailed and targeted audience personas
-
A full breakdown on the strategies and tricks for researching competitors
-
A deep dive into my process for pinpointing a brand’s competitive advantage
-
A method for determining a Brand’s Personality and voice
-
And much more!
-
Inside this module, you’ll learn how to leverage all the research and insights to establish a clear and strong creative direction for a brand identity.
This is the final step in brand strategy and this module will give you the visual roadmap that makes sure strategy is integrated into your designs seamlessly and at all times.
You’ll get:
-
A 3-step tried and tested mood board creation process
-
A complete workflow for researching and gathering inspiration
-
And a detailed step-by-step walkthrough of myself creating moodboards for a real project, so you can see all the small intricacies that go into creating effective strategic mood boards.
-
When it comes time to present strategy, there's more to it than just sending over a presentation.
In this module, you'll learn not only how to present your strategy work in a way that wins over the client, but also a framework for gathering effective feedback, ensuring the client understands the value of your decisions, and more.
You’ll get:
-
A deep dive into the 3 methods I use to present my work (with real examples)
-
A blueprint on how to gather effective feedback
-
And a breakdown of the 4 most common client objections that you will encounter at this stage, so you know exactly how to deal with them.
-
Inside this module, you’ll learn how to take all the strategy and creative direction work from previous modules and transform it into a strong, strategy-backed visual identity.
This is the 2nd core problem you solve for your client’s business. You apply all your design skills to completely transform how your client’s brand looks, feels, and stands out.
You’ll get:
-
A 6-step design process that integrates strategy from the start, ensuring all design decisions are made with purpose.
-
A detailed breakdown on exactly how to translate strategy into design
-
A dissection of the mistakes made during this stage and how to avoid them
-
And frameworks to ensure you're never short on ideas when it comes to choosing fonts, a color palette, creating brand assets and more.
-
Lastly, inside this module, you'll learn how to effectively present a strategic brand identity in a way that tells a compelling story of the strategy, the design, and then shows them working together so your client is fully sold on your work.
You’ll get:
-
A step-by-step blueprint for presenting your work effectively (using 3 proven methods)
-
A comprehensive guide on gathering constructive client feedback
-
Ready-to-use templates that streamline your workflow
-
Practical guides for file exporting, management, and organization
-
A detailed breakdown of common client objections at this stage, and exactly how to address them effectively
-
Hey, I'm Abi, and I'm tired of seeing talented designers stuck in the "logo trap".
I've been in the industry for over 9 years and learned the hard way that brilliant design skills alone don't build a thriving design business.
I started where most freelancers do...
I started where most freelance designers do, charging $20 for my first project. Working with clients on endless $500 logo projects. Struggling to understand how to build the business I wanted.
I spent five years figuring it out the hard way.
Taking multiple courses. Testing out new approaches. Learning from every project. But everything changed when I cracked how to incorporate “strategy” into my design process the right way.
The right way of “being strategic” with my designs.
AND the right way of “being strategic” with what problems I solve for my clients.
This transformation helped me build a 6-figure design business, work with dream clients, and do it my way (without compromising on my life and values).
In other words, I know what works because I've proven what works.
The same way strategy transforms designs, it transforms design businesses. And I'm here to show you exactly how.
All with ONE asset:
Strategic Brand Identity.
Here’s a sneak peek into my client enquiries (and how much I charge):
Project Investment: £5 - £10k
Why do you want to specifically work with me?
Your creativity, creativity watching your work on various other projects and the fresh out look your bring to each project, but at the same time the core values of brand designing are spectacular.
Project Investment: £5 - £10k
Why do you want to specifically work with me?
I admire your mindset and approach to creative work. Your projects are thoughtful, and your renderings tell compelling stories. Working with you promises inspiration, ease, and enjoyment—qualities I value. Our creative processes align perfectly, and I'm confident we'd create something amazing together.
Project Investment: £10 - £15k
Why do you want to specifically work with me?
Your designs are incredible, but, more importantly, I want your depth of research and thought in brand development.
Project Investment: £10 - £15k
Why do you want to specifically work with me?
You made me realize that a brand doesn’t start with just a logo. Your process is strategic and intentional, and I’m confident that you will be able to help create this brand’s visual identity.
Project Investment: £5 - £10k
Why do you want to specifically work with me? I’ve been an avid fan of your work. Your videos bring me inspiration in my personal life, and at work! Through your work with food brands, I find you have your own signature flair that stands out in the market, AND you never fail to deliver clearly what the client wants but also offer a very authentic, unique twist!
Want to see my strategic brand design process in action?
A Final Thought
If you're down here, you might be thinking... is this really worth the investment?
And sure, you could piece together free resources about brand strategy. Watch YouTube tutorials, read blog posts, maybe even take a few cheap courses. And you could use all that to try incorporating strategy into your design process.
But I'm guessing that if you're on this page, and you've read this far, you've tried something like this before. And the results... well... they're not what you've been hoping for.
And since "designing strategic brands" entered your to-do list (likely long ago), you've probably watched dozens of other designers do it successfully, commanding higher rates and building thriving businesses in the process.
So here we are, another year of $500 logo projects behind us. That possibility of transformation just within reach.
Now, wouldn't it be incredible to look back at the end of next year, pointing to this exact moment, this exact decision, as the turning point in your design career?
A successful business, dream clients, confidence in your value, a completely new way of seeing design's impact - all of these are possible when you learn to create Strategic Brand Identities that solve real business problems.
And it can all start right here, right now.
So, what do you say?
Here's everything you get inside:
Inside this module, you'll get everything you need to:
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Lead strategy calls that uncover your client's true business goals and vision (never design in the dark again)
-
Guide meaningful conversations that get clients thinking deeper about their brand (instead of just asking for a new logo)
-
Gather high-quality insights that inform every design decision (bye-bye random revisions!)
Plus, you'll watch me conduct real strategy calls and break down exactly how to handle different client scenarios.
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Inside this playbook, I'll show you how you can define these for any client you work with. It’ll help you to:
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Uncover meaningful brand foundations from your strategy call insights (even if you’re working with small brands or start ups)
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Transform simple business goals into clear brand direction (even if your client isn't sure about their long-term vision)
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Use brand foundations to naturally inform design decisions (without overthinking or forcing connections)
Including a real example of how I've helped small businesses articulate their foundations in ways that actually matter to their growth
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I'll show you how to create truly distinctive brands by understanding:
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Who your client is actually trying to reach (beyond basic demographics)
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What their competitors are doing right (and where they're falling short)
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How to carve out a unique position that feels natural, not forced
Think of this as your roadmap for turning "we want to stand out" into clear, strategic decisions that actually help your client own their space in the market.
-
Inside this Blueprint, I'll show you how to:
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Turn strategic insights into visual direction that gets immediate client buy-in
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Present mood boards that excite clients while protecting you from creative U-turns
-
Build a creative foundation that makes the actual design process feel effortless
-
I'll spill all the secrets:
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My 7 power questions that transform vague feedback into actionable insights
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How to present strategy in a way that makes clients feel truly understood
-
The exact presentation structure that turns potential pushback into excited approval
Plus, you'll get the actual presentation template I use for my $15k+ projects (and a real example of a Brand Strategy Call with a client).
-
I'll show you:
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How to create logo suites that actually reflect your client's positioning
-
My step-by-step process for choosing colors, typography, and design elements that serve a strategic purpose
-
Exactly how I use mockups to test designs across different applications and ensure they solve real business needs
And you'll watch me build a complete brand identity from start to finish, explaining every strategic decision along the way.
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You’ll get my proven formula (along with my premium Brand Presentation Template) to:
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Showcase the final visual identity that gets your client excited (while building anticipation throughout the presentation)
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Walk clients through complex design decisions (without overwhelming them)
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Structure the feedback through 6 key questions that helps clients get clarity on how they feel about their new visual identity (and get constructive feedback)
-
Frequently Asked Questions
Strategic Brand Identity Lab is 100% self-paced!
As soon as you join, you will gain instant access to all the resources and modules as well as all the other bonus assets and guides
And you will have access to all them forever.
So you can work your way through these as quickly or as leisurely as you want.
If you've never opened Illustrator before, this might not be the right fit just yet!
This course is like adding a powerful strategic engine to your design skills - but you need to have the car first, if you know what I mean.
If you're just starting your design journey, bookmark this for later. For now, focus on building those fundamental design skills first, and we'll be here when you're ready to level up strategically!
The biggest difference is that SDOS is focused on building systems in your business whereas Strategic Brand Identity Lab is focussed on building the core skills that run your business.
Think about it like this:
Strategic Brand Identity Lab answers: “What do you sell?”
SDOS answers: “Now, how to I deliver it at highest quality in lowest time?”
Lifetime access.
I want your investment in this course to be 100% risk free.
So, the refund policy is very simple.
If you start going through the Strategic Brand Identity Lab and you don't feel like you received a tremendous amount of value for your $350 investment, just send us an email and I’ll refund 100% of your money.
The only rule? You have 14 days since the day of your purchase to request a refund.
The beauty of incorporating strategy into your design process is that you'll see changes from your very first strategy call.
It will change how clients see you - because instead of jumping straight into designs, you'll be having meaningful discussions about their business goals.
By the end of this course, you'll have a complete framework ready to use in your next project. And trust me, once you start thinking strategically about design, there's no going back!
You absolutely could. And I encourage you to try it! Because if it works for you, great!
But chances are, you've tried learning all these skills on your own before. And between the hours it would take you to aggregate all of the free stuff and the headaches you would have figuring things out on your own...
I think the $350 is well worth it.
What's inside:
The foundation of every successful strategy stage is the strategy call. Inside this module, you'll learn the exact structure and process for conducting strategy calls with clients.
You'll go into your next call full of confidence, knowing exactly what questions to ask to extract valuable information.
You’ll get:
-
My simple but effective 3-step process to conduct effective calls
-
Objection handling framework to deal with the biggest client objections
-
Access to watch me on a Real Strategy Call
-
And strategies to overcome self-limiting beliefs so you enter calls confident and well-prepared
[insert screenshot of course video)
-
Brand Foundations Formula ($350 Value)
Inside this module, you’ll learn how to use insights from the strategy call along with some specialised formulas to identify a brand’s foundations.
This is the 1st core problem you solve for your client's business. Doing so helps your clients clearly communicate why their business exists, what it stands for, and how it helps others which all affect how the brand identity should be designed.
You’ll get:
-
4 strategic formulas to identify a brand’s purpose, mission, vision, and values
-
A full detailed walkthrough of me doing this for a real client.
-
And a framework to avoid the 4 biggest pitfalls designers make at this stage
[insert screenshot of course video)
-
Most brands have a differentiation problem and if you can solve that for them, they will be willing to pay you a lot of money. And in this module, you’ll learn exactly how to strategically position a cleint’s brand so they stand out in their industry.
This includes conducting competitor analysis and uncovering unique strategic advantages for your client's brand.
You’ll get:
-
A roadmap for creating detailed and targeted audience personas
-
A full breakdown on the strategies and tricks for researching competitors
-
A deep dive into my process for pinpointing a brand’s competitive advantage
-
A method for determining a Brand’s Personality and voice
-
And much more!
[insert screenshot of course video)
-
Inside this module, you’ll learn how to leverage all the research and insights to establish a clear and strong creative direction for a brand identity.
This is the final step in brand strategy and this module will give you the visual roadmap that makes sure strategy is integrated into your designs seamlessly and at all times.
You’ll get:
-
A 3-step tried and tested mood board creation process
-
A complete workflow for researching and gathering inspiration
-
And a detailed step-by-step walkthrough of myself creating moodboards for a real project, so you can see all the small intricacies that go into creating effective strategic mood boards.
[insert screenshot of course video]
-
When it comes time to present strategy, there's more to it than just sending over a presentation. In this module, you'll learn not only how to present your strategy work in a way that wins over the client, but also a framework for gathering effective feedback, ensuring the client understands the value of your decisions, and more.
You’ll get:
-
A deep dive into the 3 methods I use to present my work (with real examples)
-
A blueprint on how to gather effective feedback
-
And a breakdown of the 4 most common client objections that you will encounter at this stage, so you know exactly how to deal with them.
[insert screenshot of course video]
-
Inside this module, you’ll learn how to take all the strategy and creative direction work from previous modules and transform it into a strong, strategy-backed visual identity.
This is the 2nd core problem you solve for your client’s business. You apply all your design skills to completely transform how your client’s brand looks, feels, and stands out.
You’ll get:
-
A 6-step design process that integrates strategy from the start, ensuring all design decisions are made with purpose.
-
A detailed breakdown on exactly how to translate strategy into design
-
A dissection of the mistakes made during this stage and how to avoid them
-
And frameworks to ensure you're never short on ideas when it comes to choosing fonts, a color palette, creating brand assets and more.
[insert screenshot of course video]
-
Lastly, inside this module, you'll learn how to effectively present a strategic brand identity in a way that tells a compelling story of the strategy, the design, and then shows them working together so your client is fully sold on your work.
You’ll get:
-
A step-by-step blueprint for presenting your work effectively (using 3 proven methods)
-
A comprehensive guide on gathering constructive client feedback
-
Ready-to-use templates that streamline your workflow
-
Practical guides for file exporting, management, and organization
-
A detailed breakdown of common client objections at this stage, and exactly how to address them effectively
[insert screenshot of course video]
-
BONUS #1: The Strategic “Sales Playbook”
“But Abi, how will this help me make more money?”
Because I am giving away a complete sales framework that shows you exactly how to communicate the value of strategy to potential clients. Inside you'll learn:
How to introduce strategy naturally in discovery calls
Word-for-word scripts that turn "I need a logo" into strategic conversations
My proven framework for explaining why strategy matters (in language clients understand)
How to package your services to showcase strategic value
Exactly how to handle common objections about strategy
Templates for pricing strategic brand identity projects
Plus, get my complete collection of sales scripts and pricing guides that have helped me consistently land $15k+ projects.
BONUS #2: The Strategic "AI Assistant"
AI is here to stay! And I’m going to teach how to turn AI into your personal strategic assistant! You will learn how I use AI to:
Extract key insights from client calls without rewatching hours of footage
Generate comprehensive competitor analysis in minutes
Create detailed brand research documents efficiently
Use AI to identify patterns in customer feedback
Transform client conversations into actionable strategy points
Includes my personal prompt library and step-by-step processes for using AI to supercharge your strategy phase while maintaining quality and authenticity.