Rebecca Kase built her work on a career as a psychotherapist and professional educator and on her own story of survival and healing. By the time she came to DesignGood she was a keynote speaker, an author, a podcast host, and a coach running programs and events for women, and the line on her site, Author, Speaker, Healer, Thought Leader, covered all of it without saying much about any of it.
A brand that sits between a boardroom and a personal healing path carries a particular risk. Corporate decision makers needed to see authority quickly, individual clients needed to feel welcome, and Rebecca's playfulness, which creates space for vulnerability in her talks, had to survive the move onto the page.
We started with the brand language and positioning, written in the first person and in her casual, conversational, frank voice. The approved clarifier, Speaker • Trauma Expert • Transformation Guide, and the statement Transform. Flourish. Thrive. gave the brand a plain line to stand on, and the introduction, "As a leading voice in mental health, healing, and personal transformation, I teach people how to embrace challenge, build resilience, and thrive," carried it into the website copy and design, the visual identity, the podcast branding, and the social media feed.
Rebecca left the project with language she can use on a keynote proposal and on a coaching page, and with a website, a podcast, and a feed that all sound like the same person, which is the person her audiences already meet on stage.
