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the real work happens behind the brand

The newsletter teaches slow branding: the philosophy that brands evolve in seasons and don't need to be rebuilt from scratch every time something shifts. Through real brand breakdowns and practical strategy frameworks, readers learn to recognize what actually needs attention versus what can wait—so they can make confident branding decisions without the constant "should I start over?" spiral.

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a framework for your brand and the person behind it, instead of just paying for someone else’s framework and copy-pasting it to your brand

2ND EDITION | ISSUE #175 Hey Reader, You aren’t starting over from scratch. You are making the most of what you already have, and integrating one new thing, one new goal, with a plan for this season. If you were here now. And when I say here, I mean right here with me at my house. I would naturally take you back to my garden. It is one of the first things I do, weather permitting, whenever anyone visits. And you would notice, she is really shaping up for the season. Most of the beds are...

2ND EDITION | ISSUE #174 Hey Reader, I’m writing this from a post-EFT tap, still pretty stressed, time-blocked writing chunk on my Friday morning. I’m sitting on my freshly made gingham duvet (although the rest of my bedroom is a total mess), and it is T-minus 8 days until my bridal shower. Less than a week until my sister, brother-in-law, and nephews get into town. On top of it being peak planting season in my garden (why did I not think of that when I planned this?) I could honestly go on...

2ND EDITION | ISSUE #173 Hey Reader, You may have noticed this Newsletter is hitting your inbox on a Monday instead of its typical/not so typical lately Wednesday send. Back in the first 100 issues of this newsletter - it was a Monday send and somewhere along the way I decided to switch it up - and long story short, I’m moving back to Mondays again! To kick off our Monday send - I’m comin’ in HOT - and I’m talking real HOT. 93 degrees in my car with black leather seats and no working AC on...

2ND EDITION | ISSUE #172 Hey Reader. Long time, no see. I couldn't just send this email without acknowledging the fact that I haven't been in your inbox in a minute (after over 170 consecutive-ish newsletters). Since we last hung out in your inbox, I've unpacked what I deemed a creative hangover and a content recalibration (especially when it comes to my newsletter format) in this Substack article and, one step at a time, in my Friday Hike Club series on Instagram. And honestly, I think I’ve...

2ND EDITION | ISSUE #171 I had a little more than half of the driveway done - when the mailman who had just finished delivering to my neighbor mail opted to trudge through the 4 feet of powder that had fallen in the last 24 hours instead of around their driveway and into mine where I had already shoveled for him. But it wasn’t that decision that caught me off guard. It was the fact that this man looked me dead in the face and said “i’ve had about enough of this already”. Which solidified,...

2ND EDITION | ISSUE #170 The part of launching a new website that I don’t think we talk about enough is that it challenges you to embody a new version of your brand and your identity as the founder of that brand. This week has been a bit of butterflies in my stomach, and a whole lot of trusting myself after publishing the launch content on Monday. (Don’t forget to take the Scenic route & enter to win your choice of a FREE icon for your brand or a Studio Session) This new edge is something...

2ND EDITION | ISSUE #169 When we first started telling people about the project we were taking on—renovating our house and doing almost all of the work ourselves—there was one thing that it seemed everyone said. One thing that drove me crazy. “Oh, you’ll never be done.” But it turns out, I think it is kind of true. Not because we won’t have worked hard “enough” on it. But when it comes to something you are passionate about, there’s always going to be more you want to do. It’s the Achilles’...

2ND EDITION | ISSUE #168 There isn’t much in this room (yet). Just our furniture, Curtains. and the green and white gingham duvet cover that stretches across our king size bed. It still doesn’t have doors, or a bathroom or closets - or trim… or paint. And I bought a new rug that has been needed to be picked up for like a month now… Depending on how long you’ve been reading this newsletter, you’ve been around since there was a 15ft hole in the middle of my house. (I did however realize I still...

There are two types of people in this world. People that like to bake, and people that like to cook. Okay - so maybe that's a bit dramatic, there are definitely people who do both. But I bet you that if you really think about it you are nodding your head right now because you know that you prefer one over the other. Nothing has proven this point to me more than teaching Kyle how to cook over the last couple of months. Full disclosure he did used to work in a kitchen so he can grill, and prep....

2ND EDITION | ISSUE #167 After four years of working on the layout of our house, we just had a bit of a breakthrough. If you follow along on stories, you know th lore — we've been slowly renovating this house since long before we moved in. Just days before I ya know shattered my arm, I finally got an actual kitchen. Cabinets, and counter tops, and all. I have utensil drawer for the first time in years. It’s awesome. But i’m getting away from myself here. the point is that - despite being...