HOW COLOUR PSYCHOLOGY STOPPED ME REBRANDING MY STUDIO EVERY YEAR

It took me almost four years to brand my own design studio. Three logos, a new colour palette every year, and a marketing plan I kept putting off while my income stayed exactly where it was. Here is the tool that ended the loop, and how I work with it now.

THE LONG DETOUR

I’m a perfectionist at my core, and a person who thinks way too much before taking action. The branding process for my own design studio lasted almost four years. You can imagine how frustrating it was, since it was my job.

During that time, I redesigned my logo three times, changed my colour palette each year, and couldn’t decide which typography was the right one.

Honestly, all of this was exhausting, because it prevented me from finally launching my website, being seen and showing up confidently.

As a result, I put my marketing on hold, and that led to losing real opportunities. My business didn't grow, and neither did my income.

THE WRONG DIRECTION AND THE MISSING PIECE

I always knew I wanted to do my own thing. Be my own boss and work with people who share the same vision of life. So even though I had good prospects at an agency where I was doing my design traineeship, I decided to go freelance right after graduating from design college.

My path wasn't linear – I had to figure out everything, and more, on my own. Especially when I came to the decision to build a small design studio instead of being just a freelancer.

I wanted my brand to translate the real message behind it, to connect with the right people and to be the mirror of its essence, its values and the bigger vision I was subconsciously feeling in my heart. I bet you want the same.

The reason I couldn't tie all of this together into a cohesive, distinctive brand presence that felt right is that I was scratching the surface all the time. I was lacking brand clarity and a tangible framework to see the whole picture.

THE DISCOVERY

I started gathering the different aspects of my big vision and my role in it piece by piece, through various self-reflection practices, deep questions and brand strategy work.

The next challenge was to distil all of those answers into a clear vision. And this is where I was lucky to discover a magical tool I wouldn't want to work without now – colour psychology.

You might think – wait, colour psychology? Where is the magic in here? Don't all designers use it in their work?

No. The way I learned it uses seasonal personality at its core, and that brings the whole magic and absolute clarity into the party.

THE SHIFT

Here is where the shift happened. With my background in engineering, I tended to make my brand look professional and polished. I used a lot of white space and clean, modern typography, and my colours spoke more to a corporate world, whilst I wanted to work with conscious, heart-led founders.

My brand identity before I used seasonal brand personality – cool, modern and polished.

This is how it looks and feels now – warm, grounded, natural and elevated.

I needed a brand that would look intentional, artisan and sophisticated, while feeling grounded, nurturing and natural.

Now that I know my roots and my vision, I no longer sit at midnight trying to fix another piece of content, because it doesn't feel like me. I have time and energy to enjoy the process of creation. And I have space to do the things for my business that really matter, instead of navigating through the weeds.

THE JOURNEY

And this is exactly how I work with my clients in The Flourish Foundation, my brand design offer, where I guide them step by step through my ROOTS framework, in which I poured all the experience I gained through my own branding journey and that of my clients.

R – Reconnect. We begin with a brand discovery questionnaire that brings you back to your own clarity – your values, your vision, your purpose. This first step gathers what's already there, waiting to be seen and shaped.

O – Open the Story. In our 1:1 brand strategy session, The Revealing, we dig deeper under the surface. Together we unearth your brand's essence, magic, muses and what sets you apart.

O – Outline the Vision. In this phase, I craft your Brand Growth Vision, a roadmap with creative direction, tone and positioning. This is where the vision blooms into a clear and grounded path forward.

T – Translate Into Form. Your visual identity begins to emerge – custom logo suite, colour palette, typography system, patterns and textures. Every element is chosen through the lens of your seasonal personality.

S – Step Into Presence. Your brand is ready to be seen. You receive your brand guidelines, a launch graphic kit for social media, and two weeks of support, so you can show up feeling aligned and excited.

Once you've given yourself space and time to reconnect with who you truly are, who you want to be as a brand and what kind of business you aim to become, you have laid the foundation for your business to grow, evolve and flourish.

All the insights will then be distilled by me through the lens of seasonal personality and colour psychology to create a resonant brand identity that reflects your brand essence in every detail.

YOUR FIRST STEP

Every day you don’t share your brand with the world because it doesn't feel like you is a day of missed opportunities. Though you can start with something much smaller than a rebrand.

If you recognise yourself in my story and are also struggling to find clarity and visual cohesion for your brand, take the first step with my free Brand's Seasonal Personality Quiz. You'll be surprised by how much you'll learn about your brand.