Refocusing a creative business

I supported a long-time communications professional as she navigated a major strategic pivot: transitioning from a broad, full-service communications consultancy to a focused, specialized Squarespace website design studio.

After more than a decade in journalism, PR, marketing, social media management, AND website design, Rachel from RB Collaborative was ready to streamline her services. But she needed messaging that honored her education and background while confidently narrowing down her specialty.

Working together, I helped her articulate the story behind the shift, identify the through-line that connects her journalism roots to her design work, and shape a message that felt true to her both her values and her evolving vision for her business.

This included refining her positioning and ensuring the announcement centered on the heart of her work: helping small businesses and nonprofit organizations tell their stories clearly and effectively.

Was the pivot successful?

With a clarified identity and renewed confidence, she officially announced her transition to website design as her sole focus in the fall of 2024.

The response from clients and peers was overwhelmingly positive, validating the value of her new direction and reinforcing the expertise she brings to the website design space. Since the pivot, she has seen stronger alignment with incoming clients, a more sustainable workflow, and is able to focus on the work she finds most meaningful.