Kay White's Brand Evolution
Smart Career Moves Mentor
Express Your Character, Expand Your Impact
Kay White transitioned from 20 years in corporate to building a thriving executive coaching practice in the UK. Starting with scattered messaging and a generic consulting brand, we created a complete visual system built around her signature "sparkle" approach to helping corporate women find their voice.
The rebrand supported her evolution from individual coaching to premium masterminds and signature live events. Within the first year, Kay saw a 4x increase in annual income, booked speaking engagements within a month of launching, and ran profitable events for 5 consecutive years.
Most importantly, her brand became a lasting legacy—when Kay passed in 2025, colleagues remembered her for the very "sparkle" that defined both her brand and her transformational approach to empowering women in male-dominated environments.
Before
"Erin struck me as a brand strategist from day one. I had clear ideas about what I was trying to say, but they were all over the place. I wanted to tell her my ideas and have her guide me, then make it real. And that's exactly what we did.
We've worked together since 2011, never got together in person, never in the same time zone. Doesn't matter. The brand we created? I evolved into it. Fifteen years later, people still spot my work from across the room.
Here's the thing—she doesn't just redesign a brand, she helps you become it. When it came time for a proper website makeover in 2021 (hadn't been done since 2014), I had serious resistance. But then I remembered our process. Time, planning, leading to exactly what I wanted.
Erin kept me on track. We know and like each other, and she made the whole thing actually brilliant fun. You need support and others to spur you on, and I 100% recommend this brilliant woman.
She doesn't just update your brand—she helps you Marie Kondo your entire business presence from top to toe."
Kay White
Career Coach & Mentor
Brand Identity Design
Event Brand Identity Design
Signature Event
Online Event Banner
2020: Virtual Event Pivot, webinar and presentation materials
Event page
Website Redesigns
First version, 2013
Second version
Mastermind Program Branding
Social Media Design
Marketing Design
Book cover + campaign
Ebook design
Program workbook
Calendar
Calendar - inner pages
Podcast cover
Capabilities document
Worksheets for webinars
Full Case Study
Deliverables
Brand Strategy
Brand Identity Design
Event Brand Identity Design
Photo Shoot Styling
Website Design
Mastermind Brand Identity Design
Product Brand Identity
Social Media Design
Marketing Design
Kay's Story
Kay White came to me at a pivotal moment. After 20 years in corporate, she was transitioning into executive coaching with clear expertise but scattered messaging. Her existing brand—"Way Forward Solutions" with a generic triangle logo—reflected her consulting background but didn't capture what truly lit her up: helping corporate women find their voice and stand out in male-dominated environments.
The challenge: create a personal brand that could evolve with her business as she moved from individual coaching to premium group programs and live events—while authentically reflecting her bold, sparkle-infused approach to career transformation.
The Solution: A Visual Language of Transformation
I repositioned Kay as the go-to leader for executive coaching in the UK, building her brand around a central metaphor she lived by: helping women "sparkle" at work.
The breakthrough came when I replaced her progress-focused triangle with a hand-drawn sparkle icon. Kay's immediate response: "It's everything I've been trying to say, but without words." That spark became the foundation of her entire visual ecosystem—from her personal logo to event mascot "Ava" to room decor that made every touchpoint feel intentionally empowering.
The brand system we created was built for growth:
Scalable visual identity that worked across digital and physical touchpoints
Signature event branding for "Show Up, Sparkle & Be Heard"—her three-day flagship experience
Complete program ecosystem supporting everything from 1:1 coaching to premium masterminds
Strategic brand elements designed to trigger confidence and reduce social anxiety in professional settings
When the pandemic hit, the flexible system allowed her to pivot seamlessly from live events to virtual experiences without losing brand connection.
The Impact: From Consulting to Industry Leader
The results speak to the power of authentic brand alignment:
4x increase in annual income within the first year after launching her mastermind program
5 consecutive years of profit from her signature live event
Immediate speaking opportunities—booked 2 engagements within a month of launching her speaker sheet
10+ year brand longevity—as Kay said, "People still spot my work from across the room"
Lasting legacy—when Kay passed in 2025, colleagues and clients remembered her for the very "sparkle" that defined her brand
Beyond Design: Building a Legacy
This wasn't just logo design—it was about creating an environment that made corporate women feel seen, supported, and empowered to take up space. Every design choice, from the psychology-driven color palette to the confidence-boosting room decor, was strategically crafted to lower barriers and amplify voices.
Kay's brand became more than marketing materials—it became a reflection of the transformation she offered, helping countless women show up, sparkle, and be heard in their careers.
Brand design, logo design, web design and visual systems
Made with strategic love by Erin Ferree Stratton in San Luis Obispo, CA
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