Brand guidelines are the foundation for any successful brand. They provide consistency across all forms of communication, ensuring that every message, image, and design element aligns with the brand’s core identity.
At Amanda Rie Creative, our passion is helping businesses uncover their authentic image and voice, and create an identity that truly resonates with their target audience.
The following case study of work done for Good Living Counseling shows how rebranding and creation of a brand guidelines document can help your brand stand out!
The Vision Behind Good Living Counseling
When people are seeking comfort, guidance, and support during challenging times they come to Good Living Counseling for help. The brand needed to reflect these values in everything it put into the world—whether through its website, social media presence, or printed materials. The creation of detailed brand guidelines was key to achieving this. These guidelines provided a clear roadmap on maintaining a consistent look, feel, and tone across all platforms, ensuring that the brand was always aligned with its mission to offer trustworthy, compassionate care.
Pictured above: Worksheets combined into a document for the brand to approve the direction of the guidelines.
Step 1: Clarifying the Brand’s Core Identity
The first step in our process was to have Good Living Counseling’s team complete some worksheets. This served as a foundation for the branding process, helping us gain deeper insight into their vision, values, and the direction they wanted their brand to take. The brand guidelines then were created based on those worksheets allowing the target audience, and vision to guide the process.
Their counseling services focus on integrity, determination, and healing. They wanted their brand to feel inviting, comforting, trustworthy, and happiness-oriented, but with a professional tone. Which lead to some core values:
- Integrity & Growth: Good Living Counseling empowers clients to embrace personal growth while maintaining transparency and honesty.
- Open-Minded & Balanced: Their counselors provide a safe, non-judgmental space for people of all walks of life.
- Focused on Healing & Happiness: The brand embodies the joy that comes from achieving mental wellness, with a focus on creating a positive impact.
Step 2: Visual and Messaging Overhaul
Next, we crafted a visual and messaging strategy that captured these ideas.GLC wanted a new logo in addition to the refreshed brand. Overall, the aesthetic needed to be uplifting, soothing, and professional all at once. By focusing on a soft, complementary color palette—featuring calm blues, uplifting orange, and refreshing creams—we ensured the visual identity would evoke feelings of peace, clarity, and growth.
In terms of messaging, we refined their tone of voice to be empathetic yet empowering. We ensured that every message was crafted to speak directly to clients, making them feel heard and valued, no matter what stage of their mental health journey they were on.
Step 3: Incorporating New Visuals and Elements
To further establish the brand’s identity, we integrated soothing imagery throughout their marketing materials and social media platforms. Photos that complemented the color palette and had room for text overlay helped give a polished, premium feel to their posts. Using organic shapes as design elements keep designs looking approchable and calm. The existing website had a mini redesign where the new logo, fonts, colors, and visual design were applied to the existing web design.
The Outcome
The rebranding of Good Living Counseling has resulted in a clearer, more impactful representation of who they are and what they stand for. Their new branding not only captures the professional, trustworthy nature of their services but also radiates the warmth and comfort that clients feel when they work with Good Living Counseling. Through this process, we were able to combine our passion for storytelling and design with their deep commitment to client well-being. It’s a collaboration that resulted in a brand transformation we’re all proud of.
Final Thoughts
At Amanda Rie Creative, rebranding is more than just new colors and logos—it’s about reshaping how your brand speaks to the world. We’re grateful to have had the opportunity to work with Good Living Counseling and help them create a brand identity that not only looks good but feels right.
If you’re interested in learning more about the work we do at Amanda Rie Creative, or if you’re thinking about taking your own brand to the next level, we’d love to chat. Your brand has a story to tell—let’s make sure it’s one people will never forget.