Learn how to design Strategic Brand Identities in 6 weeks
With live feedback, practical work and a community of designers
Strategic Brand Identity Masterclass is a 6-week, cohort-based program that teaches you how strategy and design work together, so every design decision has a clear point of view and a reason behind it.
A short overview to help you decide if this masterclass is the right fit. No pitch, just giving context.
This masterclass is for designers who…
Want to design more than “just logos,” but aren’t sure how to move beyond that in a structured repeatable way.
Have watched courses or tutorials on brand strategy before, but without feedback or context, were left trying to piece it all together on their own.
Are already designing brand identities, but are unsure how strategy actually fits into their process or how to apply it without it feeling vague or subjective.
Have tried “adding strategy” to their work, but aren’t confident they’re asking the right questions, making the right decisions, or explaining the thinking behind them.
Are already designing brand identities, but are unsure how strategy actually fits into their process or how to apply it without it feeling vague or subjective.
This masterclass is not a good fit if…
You’re completely new to design and are looking for an introduction to tools like Adobe Illustrator, Figma, or the basics of visual design. (This isn’t a “learn design software” course.)
You’re hoping for a plug-and-play formula or templates you can use without understanding the thinking behind them.
You want to consume lessons passively, without applying the work to a real brand or engaging with feedback and iteration.
You’re expecting brand strategy to feel objective or black-and-white, rather than something that develops through practice, judgment, and decision-making.
You don’t currently have the time or headspace over six weeks to show up consistently and work through the process properly.
What designers say after completing the Masterclass
“I was able to raise my prices!”
I wanted to take my business to the next level, and I was really drawn to Abi's approach. The idea of learning inside a cohort, with support and feedback, felt like the perfect opportunity to grow.
The biggest shift for me has been confidence. Having Abi's feedback on my work was incredible, and I realized how much more professional and impactful my process could be.
Presentations are smoother and more convincing. Revisions have become fewer because clients understand the strategy behind the design. Most importantly, I was able to raise my prices and clients were happy to invest because they saw the value.
- Stefania Billera
“Almost no revisions since implementing this”
Since completing SBIM I have finished 3 brands using the framework and knowledge. The whole experience feels much better for me and I can see it does for the client too.
I have had almost no revisions since implementing this, and presentations are so much smoother. One client talked more about the strategy behind the design in a social post - they mentioned how proud and excited they were to tell the story behind the designs rather than just show them.
- Samantha Stokes, Standpoint Creative
What you'll work through during the 6 weeks
How the Masterclass works...
Strategic Brand Identity Masterclass is a structured, six-week cohort designed to help you integrate strategy and design into one clear, repeatable process.
Each week builds on the last. You won’t be jumping between disconnected lessons or trying to figure out how things apply in the real world. Instead, you’ll move from strategy foundations through to confident design decisions, with feedback at every stage.
1. Build a solid foundation in Brand Strategy
You’ll start by learning the parts of brand strategy that directly inform design decisions, not theory for theory’s sake.
You’ll work through how to:
.png)
Run effective strategy calls that uncover useful insights
Define brand foundations like purpose, values, and vision
Understand positioning, audience, and competitors
Identify what actually differentiates a brand
The goal here isn’t to memorise frameworks. It’s to understand why decisions are made, so your design work has a clear direction from the start.
2. Turn strategy into confident design decisions
Strategy only matters if it shows up in the work. Throughout the cohort, you’ll apply what you’ve learned to a project brief, moving from insight to execution in a structured way. This includes:
Conducting research and gathering insights to develop a strong strategy
Developing logo systems informed by strategy
Making color and typography choices with intention
Designing supporting assets that tell a coherent brand story
Presenting your work with clear reasoning behind every decision
You’ll no longer be relying on instinct alone or second-guessing yourself. Every design choice is tied back to strategy.
3. Practice, feedback & iteration (every week)
Each week includes a live session where we bring the work to life.
I’ll walk through the strategic focus for that stage, then review submitted work from the cohort so you can see how different designers interpret and apply the same framework. You’ll:
Submit your work as you go
Receive feedback on real decisions, not hypotheticals
Learn from seeing other designers’ approaches
Get clarity on where you might be overthinking or holding back
If you can’t attend live, you’ll have access to the recordings, notes, and key takeaways, so you never fall behind.
Tools to support the process
To support the work you’re doing throughout the six weeks, you’ll also get access to the same tools I use in my own client projects, including:
Brand strategy and creative direction templates
Brand presentation templates
An enhanced version of our strategic client portal, built specifically for brand identity projects
These aren’t the focus of the masterclass, they’re there to help you implement the process more confidently and consistently.
By the end of the cohort
By the end of the six weeks, you’ll have:
Completed a full strategic brand identity from start to finish
A clear, repeatable process you can use with future clients
More confidence in both your decisions and how you present them
Designing supporting assets that tell a coherent brand story
Presenting your work with clear reasoning behind every decision
Most importantly, you’ll know how strategy and design work together, and how to apply that thinking in real client projects.
How the Cohort Works
This course is your complete roadmap to creating strategic brand identities.
Inside, you'll learn:
-
Start date: January 21st
-
Duration: 6 weeks
-
Cohort size: Limited to 50 designers
Strategic Brand Identity Masterclass runs as a live cohort, so everyone moves through the process together - with structure, feedback, and shared momentum.
-
All course modules are available with lifetime access, so you can revisit the material whenever you need.
To get the most out of the live sessions and the cohort experience, the recommended pace is one module per week, following the structure of the program. Most designers dedicate around 1–3 hours a day during the six weeks to:
-
watching lessons
-
working through the project
-
preparing work for feedback
This pacing is what allows the live sessions to be focused, relevant and genuinely useful.
-
Live sessions take place every Wednesday at 3pm GST.
Each session focuses on the current stage of the process and includes:
-
guidance on that week’s work
-
live feedback on submitted projects
-
discussion around common challenges and decisions
If you can’t attend live, recordings are uploaded within an hour after each session, along with notes and key takeaways.
-
During the cohort, you’ll be part of a private community where designers:
-
share work in progress
-
ask questions
-
discuss strategy and design decisions
-
learn from each other’s experiences
Once the six weeks are complete, you’ll be added to the graduates community, so you can stay connected with designers from your cohort as you continue applying the process in real client work.
-
This masterclass is application-based to make sure it’s the right fit for both you and the cohort.
Applications are reviewed with one goal in mind: ensuring everyone has the right level of experience and commitment to get real value from the six weeks.
Investment
Strategic Brand Identity Masterclass is a paid, application-based program.
If accepted, the investment to join the January cohort is $995 (or 2 × $497.50)
This covers the full six-week experience, including live sessions, feedback, resources, and ongoing access to the course curriculum and graduates community.
Apply to Join the January Cohort
If you’re accepted, you’ll join a small group of designers ready to commit to the six-week process and apply the work properly, with guidance and feedback throughout.
How the application works...
01.
Complete a short application sharing your experience and goals
02.
Confirm you’re able to commit to the six-week structure
03.
Acknowledge the $995 (or 2 x $497.50) investment if accepted
Frequently Asked Questions
If accepted, the investment to join the January cohort is $995 (or split into 2 × $497.50 payments).
-
This covers the full six-week experience, including live sessions, feedback, resources, and ongoing access to the course curriculum and graduates community.
-
Strategic Brand Identity Lab is self-paced. You work through the lessons and resources independently, on your own timeline.
Strategic Brand Identity Masterclass is a live, six-week cohort. You move through the process week by week with:
-
If you prefer learning on your own, the Lab may be a better fit.
-
If you want guidance, feedback, and shared momentum, the Masterclass is designed for that.
-
Yes. Feedback is a core part of the cohort.
Each week, you’ll have the opportunity to submit your work based on that stage of the process. During the live sessions, I review selected submissions and talk through the thinking behind what’s working and what could be stronger.
Even when your own work isn’t reviewed live, you’ll learn by watching feedback on other projects and seeing how different designers apply the same frameworks.
You’ll also receive ongoing support and discussion inside the cohort community throughout the six weeks.
All live sessions are recorded and uploaded within an hour, along with notes and key takeaways.
You’ll still be able to follow the program, submit work, and engage with the community even if you can’t attend every session live.
This masterclass is designed for designers who already know how to design.
You don’t need years of experience or an agency background, but you should be comfortable using design tools like Illustrator, Figma, or similar, and have some experience working on brand or identity projects.
This isn’t a course that teaches design fundamentals or software basics.
No. You don’t need to have an active client project during the cohort.
You’ll work through a complete strategic brand identity using a provided brief, so you can fully apply the process in a realistic way. Many designers use what they create during the cohort as a reference when taking on future client work.
You’ll have lifetime access to all lessons, recordings, and resources.
You’ll also be added to the graduates community after the cohort ends, so you can stay connected with designers from your group as you continue applying the process.
If you complete the full six-week program, work through the modules, and apply the process, but genuinely feel it wasn’t valuable for you, you can request a full refund. You’ll be asked to share the work you completed so we can confirm the program was fully completed.
Many designers notice a shift as soon as they start running more structured strategy conversations.
By the end of the six weeks, you’ll have completed a full strategic brand identity and have a clear, repeatable process you can apply to future client projects with more confidence and clarity.
