Hey,
A friend once told me I'd be great at writing dating profiles.
Not because I'm some romance guru, but because I'm good at spotting that one thing that makes someone interesting, and knowing how translate that without sounding like everyone else.
Which is basically what I do with websites and brands, but with better fonts and more colors.
Whether you're building a website, a brand, or figuring out what the hell to even say about yourself, it all starts with the same question:
Who are you, really?
Most brands are out here saying one thing and showing up as something completely different.
Like writing "I'm super easygoing" on your dating profile... then making it impossible to book an appointment.
Or saying you love sunrise hikes even though your hiking boots haven't seen daylight since 2021.
You’re better off saying you enjoy watching the sunrise through your kitchen window.
It’s less poetic, more honest, and ironically, more attractive—probably giving you higher chances of potential matches swiping right.
People feel the disconnect. Always.
Your audience might not be able to articulate it, but they sense when something's off. When the vibe doesn't match the visuals. When the messaging feels borrowed instead of true to the brand.
I've seen it with clients (and been guilty of it myself):
✗ Saying you want to feel "approachable" but writing copy like a corporate disclaimer.
✗ Wanting a "premium brand" but making every decision from scarcity.
✗ Claiming "calm, mindful energy" while your messaging is all over the place.
So here's what I wrote about:
Why branding only works when identity comes first. (Yes, it's giving Law of Attraction. Yes, I'm into it. Stay with me.)
How to actually design for the vibe you want—whether that's warm and approachable, premium and elevated, or modern and calm.
And the questions you need to ask yourself before you pick another font or write another caption.
Because a brand isn't something you slap together at 2am in Canva.
It's an identity you grow into.
Still figuring it out alongside you,
xoxo,
P.S. I also designed three example websites to show exactly what "warm and approachable" vs "premium" vs "calm and modern" actually looks like in practice. Because theory is cool, but examples are better.
Sneak peek: Visual identity and website exploration for a Youtuber and content creator turning cooking into cinematic shorts.