Create strategic Brand Identities from scratch.
Strategic Brand Identity Masterclass is an 6-week intensive cohort-based curriculum that teaches you how to create “Strategic Brand Identities” — the asset that single-handedly allows me to charge $10k+ per project.
Unlike other courses, you won’t learn design and strategy in isolation — you’ll master how to combine both into 1 strategic design asset, solve bigger problems for your clients, and command premium prices for your services.
Stop selling logos. Start selling Strategic Brand Identities.
Have you wanted to design more than just “logos” but aren’t sure where to start?
Are you struggling to figure out what it takes to break out of the “freelance logo designer” commodity?
Have you been designing brand identities, but aren’t sure how to incorporate strategy?
Are you feeling overworked (with vague client feedback) and underpaid (because you don’t have the confidence to charge premium)?
Have you tried incorporating brand strategy, but are struggling to nail it?
Do you find it difficult to get the right information in order to crystallize an overarching strategy before you translate it into your designs?
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.
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!
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.
As featured on
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 were just “more design assets”.
You tried to sell more without solving more.
And “Strategic Brand Identity Masterclass” 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
Demolish costly design mistakes.
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.
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 – 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 cohort, I’ll teach you how to create Strategic Brand Identity by making design decisions that have clear business purpose and obvious strategic value.
Let's be honest.
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 premium clients, building thriving 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 Masterclass will get you to the other side. And once you learn to create Strategic Brand Identity, you'll never look back at $500 logos again.
Stop wondering.
Start commanding premium prices.
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 unlock a significant transformation.
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 carried real weight now - they weren't just accepted, they were truly valued.
Whatever your creative vision is, inside the Strategic Brand Identity Masterclass, 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 Masterclass
Here's how it works:
Learn The Fundamentals Of Brand Strategy
On the surface, Strategic Brand Identity Masterclass is a complete cohort teaching you how to incorporate strategy into your design process.
Upon joining, you'll unlock an intensive curriculum that builds your strategic foundation:
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Master conducting strategy calls that extract valuable client information
Learn to uncover brand foundations - mission, vision, values, and purpose
Understand brand positioning, target audience, and competitive advantages
Get templates and frameworks for your strategy process (saving you months of trial and error)
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.
Incorporate those Learnings Into Design To Create Strategic Brand Identities
Other design courses charge thousands of dollars only to teach you more aesthetic 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 to make more $$.
This cohort is all about turning the fundamentals of strategy into tangible design decisions:
Create a logo suite that reflect brand positioning
Choose colors that speak to target audiences
Select typography that supports brand personality
Design 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.
Ready to finally start creating Strategic Brand Identities?
This course is your complete roadmap to creating strategic brand identities.
Inside, you'll learn:
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All the fundamentals of brand strategy (that no one taught us in design school!)
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Step-by-step process for uncovering brand foundations
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My proven competitor analysis frameworks to create stand-out brands
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Templates for conducting effective strategy calls
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My exact design process from creating mind maps to choosing typeface & colors
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Real examples of brand strategy in action
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Best practices for presenting your work to the client
And so much more!
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Throughout the cohort, you'll work on creating a complete Strategic Brand Identity using our carefully crafted brief.
Each week you’ll build on what you learned before. Watch the video lessons, then roll up your sleeves and dive into the actual work - from conducting strategy research to uncovering brand foundations, all the way to making design decisions backed by real insig
This hands-on experience will give you a safe space to practice and build confidence. By the time you finish the 6 weeks, you'll have created an entire Strategic Brand Identity from scratch. Plus, you'll have a proven process you can confidently use with future clients.
These weekly sessions are where everything clicks into place!
Every week, I'll walk through individual module's strategic framework, then bring it to life by reviewing work submitted by cohort members.
Here's how these sessions supercharge your learning:
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Submit your work from that week's task
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Watch as I review selected submissions live
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Learn from seeing different approaches
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Get answers to your burning questions
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Connect with fellow designers in real-time
Can't make it to a live session?
No stress! You'll get access to the complete recordings, detailed notes, and key takeaways from each session. Plus, you can always drop your questions beforehand, and I'll make sure to address them during the call.
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Skip the hours of figuring out what to include in your presentations and how to make them look professional. Use the same exact templates I use in my own design business (and that have helped hundreds of designers level up their client process).
Brand Strategy & Creative Direction Kit
Everything you need to lead strategic discussions, from competitor analysis frameworks to brand personality mapping. This kit helps you uncover insights that drive design decisions.
Brand Presentation Kit
Transform how you present your work to clients. You wanna make sure your designs look good while showcasing the strategic thinking behind every decision.
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Submit your work from that week's task
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Watch as I review selected submissions live
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Learn from seeing different approaches
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Get answers to your burning questions
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Connect with fellow designers in real-time
These templates are ready to use - just plug in your work and watch your clients' eyes light up when they see how professionally you deliver strategy and design.
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We've created something special just for the cohort - an enhanced version of our best-selling client portal template.
This is our regular Client Portal Kit on “strategic steroids”! Which means it includes a complete strategy section built specifically for creating Strategic Brand Identities:
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Store and organize all your brand research
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Keep strategy notes in one place
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Track insights from client calls
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Manage the entire strategy-to-design process
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Look incredibly professional to your clients
Aaaannnddd, this exclusive version isn't available anywhere else. It's a special edition available just for cohort members, combining project management with strategic brand development in one sleek system.
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Welcome to your tribe of strategic designers!
Join a community of like-minded creatives who are all taking the same journey - moving beyond just logos to create real business impact through design. Inside our private community, you'll:
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Have daily discussions about strategy, client challenges, and design decisions
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Share your work-in-progress and get thoughtful feedback
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Exchange tips on client communication and pricing strategy
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Troubleshoot common challenges together
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Learn from others' experiences with different industries and clients
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Share resources and inspiration
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Celebrate wins when you land your first strategic project
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Build lasting connections with designers who “get it”
Consider this your strategic design support system. No more figuring things out alone - we're in this together.
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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.
Frequently Asked Questions
Other cohorts like this cost $2,000.
But we’re running the first ever cohort for this curriculum, and want to make sure we’re helping everyone who’s qualified, more than anyone who can afford it.
Since this is our first time running this cohort (starting ___), we're offering it at a special price of $500. The price will increase for future cohorts.
We want to give you the flexibility to go as quickly (or as leisurely) as you'd like, which is why the modules will be available for lifetime.
But if you want to make the most use out of the live Q&A session and the community, it’s recommended that you go through 1 module every week. That’s how the live sessions are structured.
That would mean dedicating ___ hours every day.
If you've never opened Illustrator before, this might not be the right fit just yet!
This masterclass 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 - focus on building those core design skills first, and we'll be here when you're ready to level up strategically!
Lifetime access.
I want your investment in this cohort to be 100% risk free.
So, the refund policy is very simple.
If you complete the entire 6-week program, complete all the modules, and implement all of the frameworks and build a Strategic Brand Identity, and STILL don’t feel like you extracted the value you hoped, send me everything you’ve created and I will give you a full refund.
No questions asked.
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 the 6 weeks, 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!
Want to see my brand design process in action?
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)
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Guide meaningful conversations that get clients thinking deeper about their brand (instead of just asking for a new logo)
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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.
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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
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Build a creative foundation that makes the actual design process feel effortless
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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
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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).
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I'll show you:
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How to create logo suites that actually reflect your client's positioning
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My step-by-step process for choosing colors, typography, and design elements that serve a strategic purpose
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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)
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The training you need to finally STOP being uninspired, overworked, and 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 with dream clients, creating more than just “logos” is something that you’ve been wanting to learn for a while.
Stop compromising.
Start designing Strategic Brand Identities that clients gladly invest in.
One last thing...
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 premium 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 thriving business, premium 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?