Frequently Asked Questions

DesignGood has been helping entrepreneurs create and evolve businesses and brands since 2005, and Founder and Creative Director Kristin Moses has worked professionally in branding, design, business strategy, positioning, writing, and marketing for almost three decades.

Over that time, Kristin has created hundreds of brands and had thousands of strategy, coaching, discovery, and sales conversations with entrepreneurs about their audiences, offerings, pricing, positioning, expertise, visibility, ideas, and where they want their businesses to go next.

A lot of what Kristin knows comes from having some version of these conversations over and over again for almost 30 years. She has seen where people get stuck, what they tend to overlook, what makes an offer hard to explain, when a business has outgrown its positioning, and where there may be something much more valuable hiding underneath what somebody thinks they need.

You can see hundreds of examples in our portfolio and read what our clients say about working with us.

Kristin Moses is the Founder and Creative Director of DesignGood and a Brand, Business & AI Strategist based in Austin, Texas.

For almost three decades, she has helped entrepreneurs create, refine, price, position, communicate, and evolve the businesses underneath their brands. She is especially good at seeing the whole picture, finding the through-line across years of experience and ideas, recognizing what somebody may be too close to see themselves, and turning difficult-to-explain expertise into stronger offerings, clearer positioning, Brand Language, visibility, and business direction.

Her work now increasingly brings together business, brand, thought leadership, visibility, systems, and AI, while DesignGood continues to create the custom brands and websites it has been known for more than 20 years.

Most people think brand work starts with design. We need to understand the business first.

Before we create the visual identity or website, we want to know who you are, what you know, who you help, what you sell, why your approach works, what makes it different, what people most need to understand about you, and where you want the business to go next.

Kristin has spent almost three decades learning how to see those patterns, and many of the frameworks we use today grew directly out of hundreds of real client engagements.

That is why DesignGood brands tend to feel so specific to the people behind them. We are not taking one visual style or one messaging formula and dropping different businesses into it. The strategy, language, visual identity, copy, and website come from understanding what is already there first.

You can see that across our portfolio. The businesses look completely different because the people behind them are completely different.

DesignGood is based in Austin, Texas, and our team works remotely with clients throughout the United States and internationally.

Our Brand & Website Creation process, The Business Within™ Intensive, and our AI-supported client work can all happen virtually, so you do not need to be in Austin to work with us.

We do our best work with people whose businesses are built around something uniquely theirs: their experience, expertise, education, training, passions, gifts, talents, lived wisdom, perspective, point of view, methodology, or the particular way they have learned to do what they do.

A lot of our clients have taken everything they have studied, practiced, lived, learned, and become great at and built a business around it.

They may be one person, a small team, a group practice, a firm, a studio, or a more established company, but there is still a very human center to the business. The founder's expertise, reputation, standards, perspective, or way of working matters.

And their work usually helps somebody change something meaningful, whether that is their health, business, career, relationships, finances, confidence, beliefs, leadership, home, creative life, or understanding of themselves.

That is the deeper connection between our clients.

You can see the range in our full portfolio. A therapist, consultant, healer, author, financial professional, wellness practitioner, designer, or highly specialized industry expert can all be a great fit because the profession is not the magic. The individual is.

DesignGood has worked across a wide range of businesses, with especially deep experience in eight areas:

• Therapists & Mental Health Professionals
• Coaches & Consultants
• Health & Wellness Practitioners
• Healers & Spiritual Guides
• Professional Services & Industry Experts
• Authors, Podcasters & Speakers
• Mission-Driven Businesses
• Designers & Creatives

Those categories matter because we have years of real work, examples, and client experience inside them. They are not limits around who we can help.

That can make the work more interesting.

Some of our favorite clients are hard to categorize because they have an unusual combination of experience, expertise, interests, methodologies, or ideas, and that complexity is exactly where Kristin's ability to find the through-line becomes valuable.

There has to be something real there for us to understand and build around. But it does not need to look like a business we have already seen 100 times.

If you are excellent at what you do, there is substance behind the work, you care about the people you help, and you are building something connected to who you are and what you know, we may be a very good fit.

Yes. Therapists and mental health professionals have historically been DesignGood's largest client category, and we have deep experience with private practices, group practices, psychologists, counselors, specialty clinicians, training organizations, and behavioral-health businesses.

Therapy practices often need to communicate nuanced expertise, specialized modalities, multiple services, or several clinicians without sounding clinical, generic, or like every other practice in the market. We understand that tension well.

Our job is to make the work clear, credible, human, and distinctive enough that the right people can recognize themselves in it.

See our branding and website work for therapists and mental health professionals.

Yes, and this is one of the places where our process becomes especially useful.

Some of our strongest clients have spent 10, 20, or 30 years developing expertise that does not fit neatly under one label. They may have several offerings, multiple audiences, an unusual combination of disciplines, or a way of doing the work that feels obvious to them but is incredibly difficult to explain to everybody else.

Kristin helps find the through-line, strengthen and organize the offerings, clarify the positioning, and put language around the value of what they know so other people can finally understand it.

See our work with coaches and consultants.

Yes. We have worked with nutritionists, dietitians, functional and integrative medicine practitioners, physicians, acupuncturists, herbalists, fitness professionals, bodyworkers, health coaches, and other wellness businesses.

A lot of these clients sit between worlds. They may have conventional clinical or scientific training and also take a more integrative or whole-person approach to their work. We know how to hold both without making the brand feel sterile or pushing it so far into wellness language that the credibility disappears.

See our health and wellness work.

Yes.

Kristin personally studies and works with Human Design, Kabbalah, astrology, Tarot, spirituality, energetics, and other systems of self-understanding, so clients working in these spaces do not need to translate everything into sterile business language for us to understand it.

At the same time, we care deeply about business, positioning, credibility, and making sure somebody who encounters your work can understand what you do and why it matters.

See our work with healers and spiritual guides.

Yes, and this is an area we expect to continue expanding.

We work well with people whose businesses are built around years of professional judgment and expertise, including consultants, financial professionals, real-estate experts, specialty service providers, founders, and experienced professionals creating something distinctly their own.

These businesses may look more traditional from the outside, but the same problem often exists underneath. The founder knows a tremendous amount, the work creates real value, and the business has not fully articulated why that expertise matters or what makes the approach different.

See our professional-services and industry-expert work.

Yes. We love businesses where someone's ideas are becoming a larger body of work.

That might include a book, podcast, speaking platform, methodology, consulting practice, programs, or several different ways people can access the person's expertise.

Often the real work is figuring out what holds all of those things together and how the brand can support the whole ecosystem instead of making every new idea feel like a separate business.

See our work with authors, podcasters, and speakers.

Yes. Creative businesses can be some of the hardest to brand because the person behind the work has such a developed eye and such a strong point of view.

We understand that the brand needs to feel beautiful, but it also needs to communicate the value of the work, help people understand the expertise behind it, and make the business easier to buy from.

See our work with designers and creatives.

Most of our high-touch clients are established entrepreneurs or highly experienced professionals, but the age of the business itself is not the most important thing.

You may be creating something new after spending 20 years becoming exceptional in your field. That is very different from being a beginner with no experience or real understanding of the problem you want to solve.

What matters is that there is enough experience, expertise, readiness, and opportunity for our involvement to create meaningful value.

We use AI inside DesignGood every day, and we use it after the thinking begins.

It helps us research, synthesize information, organize business knowledge, explore opportunities, accelerate parts of the writing process, document systems, build tools and workflows, plan visibility, and reduce repetitive work that does not need to be done manually anymore.

We also use it to help clients keep using everything we have created with them.

This is where it gets interesting.

Once AI understands your audience, offerings, pricing, positioning, Brand Language, voice, expertise, point of view, goals, and how your business works, it becomes dramatically more useful than a blank ChatGPT or Claude conversation.

AI is making it possible for the kinds of businesses we work with to do things that used to require a much bigger team, a lot more money, or a ridiculous amount of time.

You can organize years of knowledge, build systems around the way you work, research faster, become more consistent with marketing, create content from ideas you already have, keep track of opportunities, automate recurring work, and reach more people without having to build a giant company around yourself.

But AI gets dramatically better when it knows your business.

If it does not know your audience, offerings, pricing, positioning, Brand Language, voice, expertise, point of view, goals, and the way you work, it is going to give you the same generic ideas it can give everybody else.

That is why we start with the business.

The methodology creates the context. AI creates leverage from that context.

The goal is not to fill the time AI saves with more work. It is to give you more time for the thinking, relationships, creativity, judgment, and work that only you can do.

Because this is the part of AI Kristin finds most exciting.

For most of her career, she has worked with individual experts and relatively small businesses. These are people who know a tremendous amount and are great at what they do, but they usually do not have a giant marketing department, research team, operations department, or somebody whose full-time job is documenting everything that lives in the founder's head.

AI changes that.

A person who has spent 20 years becoming exceptional at something can now take what they know and make it much more usable. They can organize it, build systems around it, create more consistently, document the way they work, reach more people, and stop reinventing the wheel every time they need to write something, research something, market themselves, or make a decision.

And because DesignGood's process already goes so deeply into the person, the business, the audience, the offerings, the positioning, and the language, we have an enormous amount of context to work from.

This is where AI, when it has the right context and direction, can become a powerful tool for doing things in your business that may not have been possible before without a much bigger team, budget, or amount of time.

Kristin's foundation is almost three decades of business, brand, positioning, design, marketing, and entrepreneurship. She has created hundreds of brands and had thousands of strategy and coaching conversations with entrepreneurs about their businesses, audiences, offerings, pricing, visibility, ideas, and where they want to go next.

She has layered substantial hands-on AI education and implementation onto that experience, including completing Automate to Accelerate (A2A) through The Uncommon Business, a 12-week AI architect training that covered AI workspaces, Skills, marketing, sales, operations, customer success, websites and apps, leadership, finance, Business Brains, scheduled tasks, and building repeatable AI systems rather than relying on one-off prompts.

Kristin continues to test and build with AI inside DesignGood and in her own business every day.

That combination is important. She did not learn prompting and then decide to advise entrepreneurs. She already understood business, branding, positioning, audiences, offers, visibility, and how people make buying decisions, and now she is looking at where AI can make all of that work better.

Yes.

That is a major part of The Business Within™ Intensive and the DesignGood Business, Brand & Marketing OS we offer to existing clients.

We organize the intelligence behind your business, including your audience, offerings, pricing, positioning, Brand Language, voice, thought leadership, goals, priorities, and other important context, then build a personalized AI environment around the things you need help doing.

That might include content, research, visibility, podcast outreach, newsletters, decision-making, offer development, planning, systems, documentation, or recurring work that keeps eating your time.

We are much more interested in creating something you will use than handing you a giant folder of prompts.

Yes, this is becoming an increasingly important part of how we think about brand and visibility.

A big part of being easier to find through AI is making it incredibly clear online who you are, what you do, who you help, what you are great at, what you should be known for, and why somebody should trust you.

That starts with your own website, but it goes well beyond it. Reviews, case studies, thought leadership, podcasts, professional profiles, directories, media, partnerships, third-party mentions, and other credible places where your expertise appears all help create the larger picture.

No one can responsibly guarantee that ChatGPT, Claude, Google, or another AI system will rank or recommend you in a particular place. What we can do is help make your expertise much easier to understand, associate with the right topics, and find across the web.

Yes. They just are not the whole visibility strategy anymore.

Your website is still one of the strongest places you control where people, search engines, and AI systems can understand who you are, what you do, who you serve, what you offer, and why you are credible.

But AI is also looking beyond your website. It can encounter you through reviews, podcasts, directories, articles, social profiles, professional organizations, media, partnerships, and other credible sources across the web.

That is why we increasingly think about the whole digital footprint, not only the website.

There are currently four primary ways to access the work.

DesignGood Brand & Website Creation is our complete custom engagement for people who want us to take the foundational business and brand strategy, Brand Language + Positioning, visual identity, website strategy and copy, custom design, development, and launch all the way through.

The Business Within™ Intensive is a focused 10-business-day engagement with Kristin for experts and entrepreneurs whose larger need is business clarity and evolution, including offerings, pricing, positioning, thought leadership, visibility, and a personalized Business, Brand & Marketing OS.

The DesignGood Business, Brand & Marketing OS is primarily an add-on for existing DesignGood clients. We take the business and brand intelligence we have already created and turn it into a personalized AI-supported environment for marketing, visibility, content, outreach, research, and ongoing use of the brand.

Self-Guided Business Activations give you independent access to individual pieces of Kristin's methodology at a much lower investment.

Start with the thing that needs to be solved first.

If you know you want DesignGood to create your visual brand and website, start with Brand & Website Creation.

If the bigger question is the business itself, your offerings, audience, pricing, positioning, visibility, expertise, or what should come next, The Business Within™ Intensive is usually the better place to start.

If we have already created your brand and you now want to put everything we built to work through thought leadership, visibility, outreach, content, and AI, the Business, Brand & Marketing OS is the natural next step.

And if you want to work independently on one focused part of the business, start with a Self-Guided Business Activation.

You do not have to perfectly diagnose yourself before you call us. Figuring out what you need is part of the conversation.

The OS takes everything we know about your business and turns it into a personalized AI environment you can continue using.

That can include your audience, offerings, pricing, positioning, Brand Language, voice, website, point of view, visual identity, thought leadership, goals, priorities, and other intelligence we have created together.

We then build the tools around what you need, whether that is creating content, researching podcasts and speaking opportunities, doing outreach, developing thought leadership, planning newsletters, making decisions, organizing ideas, or using your brand more consistently.

The whole point is that everything we created together keeps working after the engagement ends instead of sitting inside a collection of PDFs nobody opens again.

The OS is currently built primarily for existing DesignGood clients because its value comes from the amount of business and brand context we already have.

It is also included inside The Business Within™ Intensive.

We are not currently selling it as a generic AI setup to somebody we do not know.

Our Self-Guided Business Activations give you focused access to individual pieces of Kristin's methodology without a private engagement.

They are not only for beginners. You may be building something new, evolving an established business, or simply trying to solve one specific issue independently.

Current Activations include The Business Within™ Journey, which helps you uncover and organize the foundational intelligence behind your business, and Aligned Offer Design™, which helps you shape, strengthen, structure, validate, and price an offering before you build it.

Business strategy has been inside DesignGood's work for years because you cannot create a strong brand without understanding the business underneath it.

Before we can position or communicate your work, we may need to understand or strengthen your offerings, audience, pricing, business model, differentiation, transformation, and where you are trying to go next.

Kristin has helped clients create offerings completely from scratch, simplify and reprice existing ones, identify what should lead, organize multiple audiences, uncover intellectual property, and make larger business decisions hundreds of times.

The brand and website are where all of that intelligence becomes visible.

You can see the complete Brand & Website Creation process here.

We do not take logo-only projects.

A logo is one part of a visual identity, and the visual identity needs enough strategy, positioning, language, and context behind it to mean something.

If all you need is somebody to create a logo, a freelance designer is probably the better fit. If you want someone to understand the business first and create the full expression around it, that is much closer to what we do.

Usually not as a brand-new client.

Most people come to us saying they need a website, and it is so much bigger than that. What they are often missing is the positioning, language, offering structure, audience clarity, and brand that make the website worth building in the first place.

If you already have a strong strategy and visual identity, especially if DesignGood created them or you completed The Business Within™ Intensive with Kristin, we can talk about whether a standalone website makes sense.

Yes, and this is a big part of our work.

We do not hand you a sitemap and ask you to fill in the blanks. We determine what somebody needs to understand first, how your business and offerings should be organized, what should lead, where proof belongs, what needs its own page, how the calls to action should work, and how the whole story should move through the site.

Kristin writes from everything we have already learned about your business, audience, offerings, positioning, methodology, and Brand Language.

Website writing also exposes things inside the business. If we cannot explain an offering clearly, there is often something inside the offering itself that needs to be simplified, strengthened, renamed, repriced, or reorganized first.

That is one of the reasons our website work goes much deeper than filling pages with copy.

Yes.

Offer development is one of Kristin's deeper areas of expertise. She may help create an offering from scratch, strengthen an existing one, clarify who it is for, determine what belongs inside it, simplify delivery, organize several offerings, identify which one should lead, and think through pricing and payment structure.

When an offering needs deeper work, she may also use her Aligned Offer Design™ framework.

DesignGood currently develops custom websites in Webflow.

Webflow is the platform we use today, but it is not what makes a DesignGood website valuable. The work is figuring out what the site needs to do, what people need to understand, how the business and offerings should be organized, what the copy needs to say, and then designing and building the whole thing well.

Our development process will keep evolving as AI changes what is possible, just like every other part of the business.

We create the foundation and help you understand what needs to happen next, but we do not currently operate as an ongoing done-for-you SEO or GEO agency.

Your website can be structured with clear positioning, useful human language, metadata, schema, good information architecture, and the technical basics that help search and answer engines understand it.

From there, visibility grows through the larger footprint around the business: content, reviews, authority, relationships, thought leadership, media, podcasts, links, and third-party mentions.

If you need highly specialized ongoing SEO, paid media, or another dedicated marketing function, we may recommend an outside specialist.

The Business Within™ Intensive is a private 10-business-day experience with Kristin focused on the business itself.

It is for the moment when the questions are bigger than how your brand should look or what your website should say.

You may have years of expertise, multiple offerings, changing ambitions, ideas you cannot quite organize, a business that has evolved beyond its positioning, or a feeling that there is another version of the business trying to emerge.

Over two dedicated weeks, Kristin looks at the whole picture with you, finds the through-line, works on offerings and pricing where needed, creates your Brand Language + Positioning, helps determine what you should become known for, develops your Thought Leadership & Visibility Strategy, and builds the resulting intelligence into your personalized Business, Brand & Marketing OS.

The central question is: What should this business become next?

They can serve almost exactly the same kind of person. The difference is what needs to be solved first.

Brand & Website Creation is for the person who wants DesignGood to carry the work all the way through strategy, visual identity, website copy, design, and development.

The Business Within™ Intensive is for the person whose larger question is the business itself, including their offerings, pricing, positioning, expertise, audience, visibility, thought leadership, and what comes next.

The Intensive does not include a website.

No. You may already have both, or you may be creating something completely new around years of accumulated expertise. The Intensive starts with the business, and we determine what it needs from there.

Yes. If the direction we create calls for a new visual identity, DesignGood can add a custom Brand Identity + Style Guide, and we can also talk about a custom website when it makes sense for the business.

A complete Brand & Website Creation project is usually a multi-month engagement because there is a lot happening before the site ever reaches development.

Your exact timeline depends on the size and complexity of the website, how much business and offering work is needed, and how quickly feedback and approvals move.

We are also actively improving our systems and using AI behind the scenes so the process can become faster and cleaner without stripping away the customization, thinking, creativity, or judgment that make the work valuable.

Most of your input is needed up front, when we are getting the business out of your head and into a form we can work with.

We use selected parts of The Business Within™ Journey, your existing materials, conversations, voice notes, research, and anything else that helps us understand the whole picture. We are intentionally moving away from asking clients to complete unnecessary homework or recreate information they have already given us.

Once the direction is clear, our team carries the majority of the creation and implementation, and your role becomes reacting, refining, approving, and making the key decisions along the way.

You review and approve each major stage before we move to the next, so the brand and website take shape with your input rather than arriving as a finished surprise at the end.

We do a lot of work before visual design begins to make sure the strategy, language, and creative direction are aligned, and that tends to keep revisions much more focused as we move deeper into the project.

If something is not landing, we deal with it while we are still in that phase.

We establish your visual preferences, personality, positioning, audience, business direction, and what you want the brand to feel like before the full system is created, and you have opportunities to react and refine as we go.

The goal is for the brand to feel unmistakably connected to you, appropriate for the people you want to reach, and strong enough to support where your business is going.

Your Brand & Website Creation engagement includes a Brand Momentum Session with Kristin where we look at what you want the new brand to help you accomplish and which visibility, outreach, marketing, content, partnership, or business opportunities deserve attention next.

If you want more help putting everything we built to work, the Business, Brand & Marketing OS can turn your brand, language, expertise, and strategy into a system you can keep using.

For existing DesignGood clients, yes, when our capacity allows.

Past clients regularly come back for website changes, new pages or sections, presentations, sales materials, brand extensions, and other defined creative or technical needs.

We generally do not take small one-off projects from brand-new clients because there is a lot of value in already knowing your business and brand.

Our high-touch offerings are priced the way they are because there is a lot more happening than the final thing you see on the screen.

Brand & Website Creation generally ranges from approximately $10,500 to $16,500+, depending on what your business and website need.

That includes the foundational business and brand strategy, Brand Language + Positioning, custom visual identity, website strategy and copywriting, custom website design, development, and launch.

You are not paying $10,000+ for somebody to design a few pages. There is a lot of business thinking underneath what eventually becomes the brand and website, and that is a big part of why the final work feels so specific to the person behind it.

You can see what that looks like across our portfolio and read what our clients say about the experience.

The Business Within™ Intensive is currently $8,500 when paid in full, with payment options available. It is a 10-business-day engagement with Kristin focused on the business itself, including offerings, pricing, positioning, Brand Language, thought leadership, visibility, and your personalized Business, Brand & Marketing OS.

The DesignGood Business, Brand & Marketing OS is an additional investment for existing DesignGood clients and is also included in The Business Within™ Intensive.

If you want to work through individual parts of the methodology independently, our Self-Guided Business Activations give you a much lower-investment way to begin.

We will always give you the exact scope and investment before you commit. If the work is right and the timing of the payments is the issue, we have several ways to spread the investment out.

Yes. We offer several ways to structure the investment, and the options depend on the engagement.

If the scope is right and the issue is cash-flow timing, we would rather explore a payment structure before stripping pieces out of the work your business needs.

The exact pieces depend on the engagement, but the larger goal is always to make your business easier to understand, communicate, market, and build around.

You may leave with clearer business direction, stronger offerings, better pricing, stronger positioning, Brand Language you can use, a much clearer understanding of your audience, a distinctive visual identity, a custom website, thought-leadership territory, visibility priorities, and AI-supported systems that help you keep using all of that intelligence.

You leave with the tangible things we created, but you also understand your business differently because we have spent the process pulling everything out, organizing it, and helping you see what should lead and where you are going next.

That is a big part of why the experience can feel so different from simply hiring somebody to make a website.

Our clients have used the work in very different ways.

Hannah Rose grew Rose Wellness Counseling from five therapists to more than 30 and over 600 clients after her rebrand. Michael Jurkash doubled his real-estate sales volume two years in a row. James Turk closed a six-figure contract after launching his new brand. Nicole Giordano's sales page converted at an average of 11.4%, and Neathery Falchuk earned back her investment in four months.

Those are individual examples, and we never promise that somebody else will get the same result. There are too many parts of a business we do not control, including the market, offering, pricing, sales, visibility, and what the client does with the work after we create it.

What we can show you is more than two decades of work and a lot of people who have very good things to say about the experience.

Read our client praise and testimonials or explore the DesignGood portfolio.

Yes. Start with our full portfolio, or go directly to the area most relevant to you:

• Therapists & Mental Health Professionals
• Coaches & Consultants
• Health & Wellness Practitioners
• Healers & Spiritual Guides
• Professional Services & Industry Experts
• Authors, Podcasters & Speakers
• Mission-Driven Businesses
• Designers & Creatives

And if your industry is not listed, do not assume that means you are not a fit. Some of the most interesting businesses we work with are the ones that do not fit neatly into a category.

Start with our Get Started form and tell us a little about your business, where you are now, what you're building toward, and where you'd love more clarity, growth, expansion, visibility, or support.

From there, you can schedule a complimentary Magnetic Brand & Business Session with Kristin. She'll look at the bigger picture with you, talk through where you want to go, and help determine whether Brand & Website Creation, The Business Within™ Intensive, or another DesignGood path makes the most sense.

You do not need to know which offer you need before you reach out. That's what your conversation with Kristin is for.