When a wordsmith needs someone to craft her own brand story, you know the stakes are high. As a brand design specialist focusing on thoughtful, strategic visual identities, I was thrilled when Lindsey Hardman of Lindsey Hope Co. approached me to create a brand design case study that would reflect her unique approach to copywriting and literature services. This comprehensive brand design case study explores how we transformed her DIY website into a polished brand identity that captivates both businesses seeking professional copy and individuals needing help with personal messages.
From blank page to beautiful brand: a brand design journey for a copywriter
Lindsey Hardman knows the power of well-chosen words. As a Fort Worth, Texas-based copywriter and public speaker, she’s built her reputation on crafting meaningful messages for both businesses and individuals. Her business, Lindsey Hope Co., serves two distinct audiences: professionals seeking compelling copy for their websites and marketing materials, and individuals needing help with important personal messages like wedding vows or heartfelt letters.
By summer 2023, Lindsey had established herself with freelance clients but was operating with a simplified DIY website that didn’t match the elevated experience she provided. She approached Parson Lane Design Co. with a clear goal: create a brand identity and website that would express her personality while conveying the thoughtful, personal experience clients could expect when working with her.
Understanding the blank-page anxiety her clients experience
One of the most valuable insights from our brand design discovery process was understanding the emotional state of Lindsey’s clients. Both her business clients and individual customers share a common pain point: the anxiety of facing a blank page and not knowing how to find the right words.
“Both of these clients feel immense anxiety at the prospect of sitting down in front of a blank page and trying to find the right words,” Lindsey explained during our brand strategy session. The services Lindsey Hope Co. provides bring her clients relief from that anxiety, and ultimately joy in having meaningful and thoughtful copy or literature that they can cherish well into the future.
This insight became central to our brand strategy. We needed to create a visual identity that communicated not just professionalism, but also warmth, empathy, and the relief of finding someone who could transform thoughts into eloquent expressions.
Creating a brand blueprint that balances personal and professional
Our design process began with developing a comprehensive Brand Blueprint that would guide all future design decisions. We identified Lindsey’s brand values—integrity, storytelling, and vision—along with adjectives that captured the essence of her brand: passionate, creative, empathetic, magical, big-hearted, hopeful, honest, romantic, and kind.
The brand needed to serve two distinct audiences while maintaining cohesion. For business clients, it needed to project professionalism and results-driven expertise. For individual clients, it needed to convey warmth, understanding, and an almost magical ability to transform emotions into words.
We also made sure to incorporate elements of Lindsey’s personality and interests—horses, literature, and the desert—to make the brand authentically hers. These personal touches would help create an immediate connection with potential clients, showing the human behind the business.
A comprehensive brand design case study: Designing with intention
With our strategy in place, we moved to the visual design phase. The mood board featured earthy, warm tones with desert-inspired colors, images of horses, and vintage literary references—all elements that resonated with Lindsey’s personality and aesthetic preferences.
For the color palette, we selected a warm terracotta as the primary brand color, complemented by rich olive green, golden sand, and soft cream. These earth tones created a warm, inviting atmosphere while maintaining a sophisticated appearance.
The logo design featured a simple yet elegant feather quill within an oval emblem—a timeless symbol of writing that speaks to both the literary and business aspects of Lindsey’s services. The typography paired an elegant serif font with literary connotations for headlines with a clean, modern sans-serif that adds professionalism for subheadings and a graceful serif font that enhances readability while maintaining the brand’s refined aesthetic for body text.
We also created a delicate pattern design featuring botanical illustrations in a line-art style, adding texture and visual interest to the brand materials without overwhelming the content—after all, in a copywriting business, words should remain the star of the show.
Brand design study: Beyond the visual elements
A successful brand goes beyond just looking good: it needs to function effectively across all touchpoints. We developed various logo variations to ensure the brand would work in different contexts, from social media profiles to business cards.
To showcase how these elements would work in real-world applications, we created mockups of business cards, a coffee mug, a journal, website interfaces, and social media posts. These demonstrations helped Lindsey envision how her brand would come to life across different media.
The final presentation included all brand assets organized in a comprehensive system, making it easy for Lindsey to implement her new brand consistently across all platforms.
Web design as an extension of the brand design case study
With the brand identity established, we created a custom Showit website that brought all these elements together. The website needed to clearly communicate Lindsey’s dual service offerings while maintaining a cohesive feel.
We designed the site with clear pathways for her two distinct client types, ensuring that each audience could quickly find relevant information. The website copy (a collaborative effort between Lindsey’s expertise and our strategic guidance) spoke directly to the pain points of potential clients, emphasizing the relief and joy that comes from finding the right words.
The website incorporated the brand’s earth tones, custom patterns, and elegant typography, creating an online presence that felt sophisticated yet warm—just like the experience of working with Lindsey.
The results: A brand design that speaks volumes
The complete brand identity system and website transformed Lindsey Hope Co. from a side business with a DIY website to a polished, professional brand that conveys the elevated experience clients can expect.
Beyond the visual elements, this rebrand helped Lindsey position herself more confidently in the market, giving her the professional foundation to expand her business and attract higher-tier clients. The brand’s ability to balance professionalism with personal warmth has allowed her to connect authentically with both business clients seeking results and individuals seeking heartfelt expression.
The brand identity we created for Lindsey Hope Co. demonstrates the power of thoughtful design that’s deeply rooted in strategy. By taking the time to understand not just who Lindsey is but who her clients are and what they feel, we created a brand that communicates on multiple levels—visually, emotionally, and strategically.
Finding your brand’s authentic voice
Every brand has a unique story waiting to be told. For Lindsey Hope Co., that story was about bringing relief and joy through perfectly chosen words. Her brand needed to visually communicate that promise before a potential client read a single word of copy.
At Parson Lane Design Co., we believe that the most effective brand design projects are built on a foundation of strategic thinking, authentic personality, and an understanding of the emotional experience you create for your clients. The visual elements of your brand design—colors, typography, and design—are simply the language through which that deeper story is told.
If you’re ready to transform your business with a professionally designed brand identity that truly represents who you are and connects meaningfully with your ideal clients, I’d love to help you find your visual voice. Like Lindsey, you may be surprised at how powerful the right brand design can be in elevating your business and attracting the clients you most want to serve.
Are you ready to begin your own brand design journey? Visit our brand and web design services page to learn more about our process or explore more of my portfolio to see how I’ve helped other businesses transform their visual identities.
