The Client’s Challenge
The process of caring for her late father transformed Jessica Huie, leading her to leave her glamourous career in celebrity PR, on a quest for deeper purpose in business and life. After publishing her first book, Purpose, with Hay House in 2018 then launching The Purpose Academy and The Purpose Retreat soon after, Jessica had carved out a new path helping small business owners lean into their purpose and maximise their impact.
However, Jessica previous brand wasn’t accurately representing her value, and as her list of offerings grew, Jessica’s messaging had become diluted, and she struggled to manage her brand without dedicated branding support. As with many personal brands, Jessica’s focus had also shifted from raising her profile to developing a sustainable business, and she needed a powerful and memorable brand identity that clearly communicated who she was, what she does and the value she provides.
Our Approach
We collaborated with Jessica from her home in Jamaica and in-person in London as we began working through our signature discovery process to help our personal brand clients realign with their vision. During these sessions, we also consider the market, focusing on how and where we can differentiate from other personal brands in a similar space.
With the foundations of the personal brand’s direction developed, we interviewed a number of her clients to influence how we shaped the brand strategy in line with her clients’ needs. Though they bought into Jessica herself, clients shared they desired more clarity around Jessica’s services, and it became apparent Jessica’s personal profile was doing the heavy lifting to overcome the limitations of the brand messaging. Using this valuable feedback, we developed user personas to ensure the project would alleviate client frustrations and provide the ease and transparency they expected from a personal brand of Jessica’s calibre.
Working with Jessica, we realigned her strategy with her vision, aiming to create stronger messaging and enough space between concurrent offerings to allow the brand messaging to land. The visual identity was then developed to create something which better reflected Jessica’s personality and the transformational experience she provides her clients. The new, chic and alluring brand language evoked a sense of prestige and a deep confidence, while retaining the quintessential softness and energy that allows Jessica to connect so deeply with her clients.
The previous brand presentation hadn’t conveyed the premium feeling that Jessica’s brand required to attract her core demographic of women business owners seeking to become more impactful in their specific purpose. So, we drew inspiration from luxury brands such as Max Mara, aiming to create something that appealed to those who valued, refinement, authenticity and fearlessness.
The sleek logomark references personal journey, love and purpose - the three core elements of Jessica’s mission – and the typography features a mix of bold and elegant typefaces to give a contemporary feel. These restrained brand styling decisions balanced the vibrant brand colours and striking imagery and helped differentiate Jessica’s brand from others in the crowded personal development space.
Our digital team designed a website with clear user journeys for each of Jessica’s programmes and retreats, as well as the necessary lead magnets, data acquisition strategies, CTAs and automated marketing emails set up to engage users more deeply in Jessica’s purpose community. Each segment was also given a clear identity, with messaging, website copy and individual email funnels to create absolute clarity around what Jessica’s clients can expect when signing up to work with her.
To retain the strong personal connection Jessica’s clients felt with her content, the messaging and copy was developed to reflect Jessica’s natural cadence and terminology, whilst adding greater structure and precision so users could quickly understand the value working with Jessica would have on their lives and business. Jessica’s new tone of voice incorporates her natural tone of voice, while ensuring that any use of spiritual or personal development language is well considered to prioritise accessibility for business owners who may not be so familiar with various terms.
To maximise this subtler approach, our social and content teams work on a monthly basis with Jessica, developing content to support her business strategy. These storytelling pieces have helped deepen Jessica’s relationship with her audience, as well as improving reach, engagement and brand perception.
The Outcome
The new Jessica Huie brand is as beautiful as it is engaging, making it more appealing to female entrepreneurs who care about improving the world in some way. The premium and luxury feeling of the new brand, social media content and website better communicates the depth of what Jessica helps her clients achieve and conures intrigue in potential clients about what awaits them within The Purpose Academy, the Purpose Retreat and Jessica’s workshops and masterclasses.
Most importantly, the clarity and distinction within the new brand means clients no longer have to rely on Jessica herself to understand and appreciate the breadth and influence of her work, leaving her free to focus on connecting with more people and helping them along the path of transformational visibility.
