North Vancouver-based interior decorator Lori Steeves hired me at the beginning stages of her design firm’s rebrand. Collaborating closely through my Articulation Intensive service, I remade her brand from the inside out, identifying an exciting new positioning, a compelling brand promise and simplified value proposition. Through extensive persona work, I created a suite of persuasive brand messages that do much of the heavy lifting in Lori’s sales process and free her up to do more of what she loves.