Kaetrena is the lead facilitator of Renewals, an agency that works to create healthy work environments and address low morale in libraries by increasing awareness of workplace bullying behavior and guiding actors and recipients to a place of recognition, reconciliation, and recovery.
She is focusing on expanding and developing her consulting business in a sustainable, meaningful, and enjoyable way.
Kaetrena is focused on supporting individuals in finding the courage and self-compassion to create change in their professional lives, guiding organizations and executives in shaping healthy workplaces, and educating the field on growing a more empathetic culture is driven by a combination of research and a deep desire to effect lasting change.
Kaetrena hired me to rebrand her existing business, gain clarity on marketing opportunities, and develop a user experience that is accessible while remaining authentic, showcasing her expertise and empathy.
I led Kaetrena through an intensive brand design workshop to develop the foundations of her brand values, purpose, and business goals. After the workshop I plotted the user journey map, competitive gap analysis, and defined the ideal client avatar. I then synthesized this information to develop visual brand and messaging guidelines, content strategy, and creative direction for Renewals.
I was able to deliver creative direction that presents Renewals in a way that is warm, organic, and exudes trustworthiness. In Kaetrena’s words, I “have her aesthetic nailed!” She’s looking forward to moving forward with the web design and I can’t wait to pull all the elements of content strategy and visual design in a collaborative effort to support her audience.
In this first phase of the process, I gather information to discover the business problem, the user, what’s currently working, and what major hurdles exist.
An audit is conducted on metrics, as well as a competitive gap analysis and user research. With this information I am able to craft a user journey map and develop a problem statement or goal for the business.
Goal statement: Our website will lead users through an intuitive and seamless digital experience for users, ultimately driving successful conversions and sales.
Renwals also receives 1-3 inquiries per month
Kaetrena needed a way to communicate the value and details of each service that she offers and automate users signing up for appointments, make payments, and sign contracts. Previously all potential clients had to wait for an email from her, making the process tedious for them, and frustrating for her.
Because Renewals offers services to such a specific niche, it is also important to emphasize and form content strategy with much consideration to the user’s needs and continued attention on the experience.
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Waffle Cat Studio is obsessed with learning how people think and serving up brands that build connections, so that you can focus on growing your business.
