becca piastrelli logo photo
becca piastrelli logo photo mob
WHO IS KELLY RAE ROBERTS? 
Kelly Rae is a best-selling author and world renowned mixed-media artist who helps creative hearts heal through art, feel nourished through soul care and build thriving businesses around their creative gifts.
Redesigned Site: www.kellyraeroberts.com
becca-piastrelli-logo
becca-piastrelli-logo
THE BEGINNING 
Kelly Rae approached me when she was going through a period of transition in her business. She had spent a decade primarily focused on creating her gorgeous mixed media artwork which has been licensed and sold all over the world and teaching art classes online. But slowly she had transitioned away from doing purely art to also teaching about business and soul care. She realised her brand and website no longer represented the multiple facets of her business and just looked like an artist’s site.

As Kelly Rae put it: “Before the rebrand, I dreaded sending people to my website. It didn’t represent where I was professionally, personally, spiritually. It was also confusing to navigate, not making the most of passive revenue. The visual branding only represented one (out of three) service/offering as the site had grown/adapted as my business did.” 

GOING INTO THE PROJECT…
Naturally, it can be a bit daunting to hire someone new for the first time. 
As Kelly Rae put it, “In my 13 years of business, I’ve had luke warm experiences with graphic designers and brand strategists. I was hopeful working with you would be different, but I did have concerns about the overall process, considering my experiences before.”
Luckily, we both loved the experience, which Kelly Rae described as "pure delight" 🙂

logo anatomy
logo anatomy
THE PROCESS 

Kelly Rae and I unpacked her joyful, colourful world and figured out to how explain the many facets of what she does! We separated her offerings out into three core ‘buckets’ — Awaken your Creativity, Nourish Your Soul and Grow Your Business and did individualised Ideal Customer profiles for each getting to the heart of their Struggles and Dreams.

From there we colour coded the buckets throughout the site to help make it a more intuitive experience for visitors. Yellow for Creativity, Seafoam for Soul and Coral for Business. During the course of the branding and website projects Kelly Rae used this opportunity for reflection time to really get clear on what she wanted to offer. She let go of many of her older painting online courses and introduced a bunch of new ones that better reflect her current passions and personal journey. 

I always say, it doesn’t matter if your offerings evolve as we go, as long as the underlying message and purpose stays the same. So you don’t have to have every little detail figured out before we dive into the branding process! 

Becca Piastrelli Instagram Feed

“Emma was a pure DELIGHT to work with. I was surprised and delighted by Emma’s level of detail, how generous she was with her time, how intuitive her ideas fit with what I was looking for. Emma went above and beyond — from the video explanations to the PDF for photographers to the scheduling of all the milestones – I appreciated that she fully had the reins of this experience and that I could relax and take my boss hat off and let her do the leading.

I got major clarity doing the workbook, and throughout the entire process. I was also surprised how easy it would be to keep the visual branding going via Canva once you set up all the templates and graphic folders. Who knew? It’s so easy!

Kelly Rae Roberts

Becca Piastrelli Website Design about Page
THE DESIGN 

We developed a comprehensive suite of graphic elements, some taken directly from Kelly Rae’s artwork and others produced in-line with her style. We reflected her artwork in a layered, painted, collagey style full of scallops, abstract shapes, butterflies, flowers, washi tape, patchwork elements, gold details and elements bursting with joy. It was so fun to translate Kelly Rae’s style, rich in detail, while ensuring the site was clean, easy to navigate and it didn’t just feel like an artist’s site.

We established a photography style plan that represented Kelly Rae holistically and spiritually and aligned with the new colour palette, which translated into gorgeous shots taken by In Her Image and Andrea Scher. A typography system was created that Kelly Rae could use consistently creating a joyful yet professional look. 

Becca Piastrelli Instagram Feed
Becca Piastrelli Instagram Feed
THE WEBSITE  

After the branding process wrapped up we began work on her full website redesign. Boy, was it a big project as Kelly Rae had a lot of pages to her site! The site design consisted of 7 sales pages, membership sites for two courses, a redesign of her shop and blog and various other pages of the site. We focused on taking a strategic approach to the site design which enouraged visitors to explore all the beautiful nooks and crannies and dive deep into Kelly Rae’s world. It was so exciting to see it all come to life. We collaborated wonderful developer Tim at Astir Agency to translate the beautiful website designs into a functioning website.  

Becca Piastrelli Website Design Creative Sisterhood Page

“Omg. I’m so happy. I almost peed my pants when I saw the first designs. The new branding and the new site communicate who I am very clearly as well as what I offer very clearly. The response has been so loving and people have written things like “Joy! This is SO YOU! It’s such a happy, vibrant site! So easy to navigate.” And on and on. Daily revenue is UP and I’m certain it’s the branding and new site to go with it.

Emma is a brilliant visual brand strategist and designer who will – through various exercises, conversations, and intuition – know how to translate your brand into a beautiful visual language. I have already given this advice, which is: “Make the investment. You won’t be disappointed. You will walk away not only with branding that reflects who you are, but it will translate into more profits that you can be proud of.” 

Kelly Rae Roberts

Emma is the real deal. She is one stop shopping and that is RARE and such a gift.

“Before the rebranding I dreaded sending people to my website. It didn’t represent where I was professionally, personally, spiritually. It was also confusing to navigate, not making the most of passive revenue. The visual branding only represented one (out of three) service/offering as the site had grown/adapted as my business did.

In my 13 years of business, I’ve had luke warm experiences with graphic designers and brand strategists. I was hopeful working with you would be different, but I did have concerns about the overall process, considering my experiences before.

Emma was a pure DELIGHT to work with. I was surprised and delighted by Emma’s level of detail, how generous she was with her time, how intuitive her ideas fit with what I was looking for. Emma went above and beyond — from the video explanations to the PDF for photographers to the scheduling of all the milestones – I appreciated that she fully had the reins of this experience and that I could relax and take my boss hat off and let her do the leading.

I got major clarity doing the workbook, and throughout the entire process. I was also surprised how easy it would be to keep the visual branding going via Canva once you set up all the templates and graphic folders. Who knew? It’s so easy!

Omg. I’m so happy. I almost peed my pants when I saw the first designs. The new branding and the new site communicate who I am very clearly as well as what I offer very clearly. The response has been so loving and people have written things like “Joy! This is SO YOU! It’s such a happy, vibrant site! So easy to navigate.” And on and on. Daily revenue is UP and I’m certain it’s the branding and new site to go with it.

Emma is a brilliant visual brand strategist and designer who will – through various exercises, conversations, and intuition – know how to translate your brand into a beautiful visual language. I have already given this advice, which is: “Make the investment. You won’t be disappointed. You will walk away not only with branding that reflects who you are, but it will translate into more profits that you can be proud of.

Kelly Rae Roberts

LEARN MORE ABOUT KELLY RAE 
Visit her site. 
Follow her on Instagram. 
EXPLORE THE INNER CONTOURS OF MY WORK…