Debbie Sassen was already a trusted authority in the wealth coaching space. She had a strong foundation with an established logo suite, fonts, and colors.

But something was missing.

Her brand was still too nurturing, too warm, too “carrying everyone’s burdens.” It no longer reflected the powerful, luxury presence she was stepping into.

She needed a strategic shake-up—not just a new aesthetic, but a complete repositioning to match her evolution.

✔ From caregiver to commanding leader

✔ From warm and wise to luxury with impact

✔ From business mentor to THE expert for ambitious, driven women

The Strategy

A brand’s positioning isn’t just about how it looks—it’s about how it makes people feel and the perception it creates.

We redefined Debbie’s brand from the inside out, focusing on three key pillars:

1. Elevating her authority – Positioning her as a luxury brand with impact

2. Attracting high-caliber clients – Sharpening differentiation from competitors

3. Realigning her messaging – A voice that is aspirational yet approachable, commanding yet engaging

The Archetype Shift

Debbie’s previous branding was built around The Sage (wise mentor) and The Caregiver (nurturing guide). But she had outgrown that.

We repositioned her as a mix of:

👑 The Ruler → A commanding leader who builds structure and authority

🔮 The Magician → A transformative force that creates wealth and possibility

This shift allowed her brand to exude power, clarity, and exclusivity while still maintaining an element of warmth.

Visual & Strategic Enhancements

🔹 Brand Aesthetic Update – We took her existing logo suite, fonts, and colors and refined them to align with her elevated brand positioning. A lighter shade of green was introduced for added depth, sophistication, and layering.

🔹 Art Deco Inspiration – A subtle nod to Art Deco elements was woven into the aesthetic, reflecting timeless elegance, prosperity, and confidence.

🔹 Icons & Patterns – To bring more personality into the brand’s visual language, we created custom elements that added richness and recognition across all touchpoints.

🔹 Competitive Analysis & Differentiation – We conducted an in-depth market study to sharpen her unique edge and position her apart from other business and wealth coaches.

🔹 Refined Messaging & Copywriting – Every piece of content was adjusted to radiate expertise, exclusivity, and impact. Her new tone of voice is powerful yet inviting, intelligent yet conversational—commanding authority without losing charm.

🔹 Photography Direction – We provided a detailed guide to ensure every brand photoshoot aligns with her new positioning—exuding confidence, elegance, and a high-caliber presence.

🔹 Social Media Overhaul – We transformed her digital presence, aligning her social media branding, messaging, and graphics with her new luxury positioning.

🔹 Luxury Brand Influence – Taking inspiration from Meryl Streep, The Economist, and Nespresso, we crafted a timeless, sophisticated brand aesthetic that feels high-end yet accessible.

🔹 Marketing Assets & Merch – A curated selection of assets was developed to reinforce her refined presence across all touchpoints.

The Impact

This wasn’t just a rebrand—it was a repositioning of Debbie herself. By aligning her brand with her evolved identity and vision, we created a space where she could:

✨ Step fully into her expert status

✨ Command higher-value clients

✨ Build a luxury brand with impact

More authority. More confidence. More fun.

Less carrying everyone’s burdens.