Brand Strategy & Photography for Pitch Expert Caroline Shannon
SCOPE OF PROJECT:
Brand Strategy, Brand Photography, Creative Art Direction, Styling
Location: Indoor Studio
From Clarity to Confidence:
A Brand Rooted in Storytelling and Transparency
How brand strategy and storytelling helped Caroline build an authentic personal brand.
Some people come to brand strategy looking for fonts and color palettes. Caroline came to me thinking she needed a brand photoshoot to launch her new website.
She knew her mission. She had the experience helping her clients — guiding writers through the often opaque and intimidating world of pitching. What she didn’t yet have was a personal brand that held the full weight (and heart) of her mission.
Caroline didn’t just want to “look professional.”
She wanted a brand that felt like a creative safe space — a reflection of the transparency, rawness, and lived experience she brings to every client interaction. A brand that would feel like a trusted friend pulling up a chair, ready to tell you the truth, cheer you on, and help you share the story you’ve been carrying for years.
So that’s what we built — together.
We started by shaping her brand heart:
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A clear purpose (helping people who can’t leave this world without telling their story)
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A mission that centered transparency and support over gatekeeping
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Brand values that would guide every decision — from the way she wrote her service pages to how she showed up on camera
Then we translated that heart into a tangible brand strategy — something she could actually use.
We:
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Reviewed and refined her signature offers so they clearly reflected the outcomes her clients crave
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Crafted a brand statement and tagline so people instantly “get” what she does
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Mapped her brand messaging pillars so she knows exactly what to say and how to say it across platforms
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Clarified her brand voice: grounded, experienced, empathetic, with just enough dry humor to cut through the overwhelm
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Refined her 30 day Substack course, so it flowed well from idea to the next
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Rewrote key sections of her website copywriting and provided feedback on her site’s layout to ensure the design and words work together to tell a cohesive, compelling story
We translated those values visually — through intentional colors, natural textures, and a brand photoshoot that tells a subtle story of who she is and what it will feel like to work with her.
Her images reflect who she is: grounded, smart, honest, warm, and real.
What emerged is a brand that doesn’t just “look good” — it feels right. It reflects the work she does, the people she serves, and the way she shows up.
This is the kind of work I live for — creative brand strategy that’s about alignment, not algorithms. About soul, not just structure. About empowering people like Caroline to own their voice — and be seen for it.
If you’re ready to build a brand that tells the truth about who you are or if you want to learn how to build a brand with storytelling, I’d love to help you get there.
Ready to build a brand that feels like home — to you and your people?
If you’re craving clarity, confidence, and a brand that reflects who you really are, I’d love to support you.
My 1:1 brand strategy work is rooted in storytelling, soul, and strategic clarity — so you can show up with purpose and be fully seen.
Ready to explore working together → get in touch with me
Your work deserves to be seen — not just aesthetically, but authentically.
We’ll craft brand imagery that’s rooted in your values and designed to help your brand shine with purpose and clarity.