Case Study: personality-packed brand and website refresh for colourful email strategist
Katie Farrell is an email strategist helping creative Shopify founders build powerful, profitable email marketing strategies using Klaviyo. Unfortunately, her existing branding and website weren’t keeping up with her quickly-growing business, so she got in touch about a refresh.
Katie had invested in branding a few years back and still loved parts of it (like the gorgeous colour palette), but as her business evolved, her visuals had started to feel too restrictive. On top of that, her DIY Squarespace website looked good on the surface but was frustrating to manage, full of duplicated sections, and a nightmare for SEO.
Katie needed a brand and website that matched her expertise and made growing her business easier, not harder, without completely reinventing the wheel, so that’s exactly what we created. Over 3 Design Party Days we overhauled her branding, Instagram content templates and her Squarespace website for a rich online brand that feels aligned with her business growth.
creating an updated brand identity that still feels like Katie
Katie already had branding from three years ago that she still liked, but it felt a little flat and one-dimensional. As her business grew to include a range of email strategy services, she found it tricky to apply her brand across different offerings—so we set out to give it the depth and flexibility it needed.
Katie Farrell’s previous branding had served her business well for the last 3 years, but was fairly basic and beginning to feel restrictive.
To make this happen quickly (without weeks of back and forth), we tackled it in a high-energy Design Party Day. This one-day branding intensive allowed us to refine her existing visuals, add dimension, and create a more adaptable brand identity—all while keeping the essence of what she loved.
We worked together in real time, making decisions on the spot to ensure the process stayed collaborative and exciting. By the end of the day, Katie had a refined, polished, and versatile brand identity that gave her the confidence and clarity to roll it out across her entire business. Now, her website had the perfect foundation to evolve alongside her growing services!
phase 1: Mood board sign off
From our 1 hour strategy call held one week before our Party Day, I learned that Katie was super into quirky stationery and handmade elements - she had run a handmade pompom business before becoming an email strategist after all! From this fun inspiration I designed a colourful, playful Pinterest board with a focus on stickers, illustrations and assets.
New logo suite for Katie Farrell with greater versatility and more personality
phase 2: logo design
At the start of our Design Party Day, we spent 30 minutes diving into Katie’s moodboard and creative direction. The vision was clear from the start: bold, personality-packed, and bursting with colour. We focussed on handmade elements and a quirky stationery-inspired aesthetic, bringing in playful stickers, layered textures, and playful illustrations to reflect Katie’s creativity. For her logo, I paired a refined serif with a handwritten-style accent, striking the perfect balance between elevated and approachable—just like her brand.
Phase 3: building the brand
With the logo signed off, I built out a vibrant, personality-filled brand identity that Katie could use effortlessly across different areas of her business. Her existing colour palette was bursting with energy, so I paired it with expressive typography that balances fun and professionalism. We leaned into playful, stationery-inspired stickers and textured, handmade elements to reflect Katie’s hands-on approach to email strategy. To make implementation seamless, I pulled everything into a quick-reference Canva brand board so she can create beautifully branded marketing assets with ease.
Summer Bradshaw brand identity board, organised in Canva for easy access
Phase 2: designing easy to use social media templates for Instagram and Youtube for a rich digital brand
A strong brand isn’t just about having a great logo - it’s about showing up consistently and showing off your unique personality and flair across every touchpoint. That’s how you really make a digital brand unforgettable!
To help Katie become an unforgettable online brand, we spent a second Design Party Day crafting a full suite of Instagram and YouTube templates designed for effortless content creation without sacrificing the brand quality.
From high-engagement carousels to bold statement posts, storytelling sales sequences, and save-worthy listicle posts, I designed 68 fully-branded templates that make content creation quick, easy, and visually cohesive. Now, Katie can confidently share her expertise across social media without the hassle of designing from scratch.
Summer Bradshaw’s luxurious and editorial new website design.
Phase 3: Designing a vibrant, fun Squarespace website
With Katie’s refreshed branding locked in and looking incredible, it was time to bring her website up to the same high standard - turning it from a frustrating, DIY patchwork into a polished, strategic online base that makes selling her variety of services a breeze.
Phase 1: refining her content
Katie had been working on her website copy with a coach for a few months before we worked together, so I was able to use this to get cracking with the design.
Phase 2: Designing the Perfect Squarespace homepage
We kicked things off by crafting a striking, personality-packed homepage - one that immediately reflects Katie’s expertise, energy, and unique approach to email strategy, while guiding visitors toward her services in a clear, engaging way (the cute illustrations helped a lot with this).
Phase 3: working through the rest of the website pages
Once the homepage was signed off by Katie, I updated the rest of her site, including detailed service and sales pages, a high-traffic freebies page, and a clear, conversion-friendly contact section - ensuring every page felt cohesive, easy to navigate, and designed to drive sales.
Phase 4: brand and website support tools
To make sure Katie felt fully in control of her new brand identity, content and website, I provided step-by-step Loom tutorials, access to an in-depth Squarespace training course, and three months of email & WhatsApp support. This support means she can confidently update and maintain her website without the tech headaches.
The final project Results: A joyful, vibrant new brand and Website That is ready to further grow Katie’s email business
Katie was blown away with what we were able to achieve in just 3 days working together. The new branding and website stands apart from other online businesses now that it’s lost the flat DIY feel and Katie feels more confident than ever in creating high-impact content for her clients.
Here’s what Katie had to say about our project:
"I booked 3 Party Days with Naomi and she absolutely smashed it. I am so impressed with what we got through.
Would recommend Naomi in a heartbeat for anything branding, website and design related, she totally surpassed what I thought was possible!"
Why It Works
At Howdy Naomi I create vibrant, strategic brands and websites for bold female founders who are ready to make waves online. Katie’s transformation isn’t just about aesthetics, it’s about giving her business the tools to grow with confidence, attract dream clients, and streamline her workflow so she can focus on what she does best.
If you’re craving a brand and website that’s as dynamic, personality-packed, and growth-ready as your business, let’s make it happen. Bigger, bolder, and built for success. Let’s chat!
