In loving memory of Kay White, a bold, radiant voice for women in corporate—and a dear friend, collaborator, and inspiration.
A Brand That Grew With Her Voice
Kay wasn’t just a client—she was a long-term creative partner and someone I admired deeply. Over more than a decade, we built a brand that grew as her business evolved—from resume help and career coaching to global events, thought leadership, and training programs for women ready to shine in their careers.
Kay’s entire business was built on clarity, confidence, and joy. Her brand needed to reflect all of that—boldly and beautifully.
"Erin struck me as a brand strategist from day one. I had clear ideas about what I was trying to say, but they were all over the place. I wanted to tell her my ideas and have her guide me, then make it real. And that's exactly what we did.
We've worked together since 2011, never got together in person, never in the same time zone. Doesn't matter. The brand we created? I evolved into it. Fifteen years later, people still spot my work from across the room.
Here's the thing—she doesn't just design a brand, she helps you become it. When it came time for a proper website makeover in 2021 (hadn't been done since 2014), I had serious resistance. But then I remembered our process. Time, planning, some frustration, leading to exactly what I wanted.
Erin kept me on track. We know and like each other, and she made the whole thing actually brilliant fun. You need support and others to spur you on, and I 100% recommend this brilliant woman. She doesn't just update your brand—she helps you Marie Kondo your entire business presence from top to toe."
– Kay White, Career Coach & Mentor
A Visual Language of Sparkle
When we first met, Kay’s brand used a forward-pointing triangle—symbolizing progress. But as her message refined, she began to ask for more sparkle: in her language, her teaching, and eventually… her logo.
I took a leap and replaced the triangle with a hand-drawn sparkle. Kay saw it and immediately said, “It’s everything I’ve been trying to say, but without words.” That mark became the foundation of her visual identity and a symbol of the transformation she offered others.
Design Elements and Expansion
Logo and Brand Evolution
Her original business name was "Way Forward Solutions" and she had paired this with a triangle icon above the i. When she decided to rebrand to a personal brand, and that made the triangle above the i not make as much sense, so it was time to look at a redesign of the logo.
Kay taught corporate women how to stand out - or as she says, "sparkle". So I replaced that triangle with a spark icon that we then used throughout her brand in other ways.
Over time, we grew her brand to this family
Her brand's quick reference sheet. We also developed a more in-depth guide over the years.
Podcast Cover Art
Group Program Logos
Live Event Design
Show Up, Sparkle & Be Heard
Kay’s signature live event was a three-day experience designed to help women become visible, valuable voices at work. We developed event-specific visuals that included elegant slides, banners, workbooks, and participant materials—anchored in the sparkle concept and tailored to the bold, joyful professionalism she embodied.
Room Decor - From signage to the brand character Ava, all there to welcome clients and make them feel at home (and for a fun photo opportunity).
For smaller one-day live events, we created more temporary and portable branding options
Virtual Event Design
In 2020, Kay pivoted from her live event model and produced a virtual event, and I wasbrand, sales page, PowerPoints, handouts and offer materials.
PowerPoint deck for the online event.
Blaze Your Own Trail Event
Brand and event sign up page (Kajabi)
I designed materials for the live online workshop, like the main event delivery page where the video sessions were live-streamed and PDF resources were shared:
Social media promo for this event:
Programs & Curriculum Design
Across Kay’s suite of offers—from audio trainings to 1:1 coaching packages—we created branded PDF guides, worksheets, and digital resources that helped her teachings land clearly and look polished at every touchpoint. Every layout choice was intentional: empowering, legible, and on brand.
Handouts: Over the years we made many teaching tools:
Facebook event header
A Website That Evolved With Her
Kay’s website was never static—it changed as her voice, offers, and clarity sharpened. Over the years, we updated the structure, visuals, and messaging to align with each new phase of her business. Whether she was launching a new program, simplifying her services, or highlighting her signature event, the site adapted to support her next move.
Her site became more than a marketing tool—it was a reflection of her growth. Dynamic, polished, and deeply her.
Every update we made was in service of that central goal: helping more women show up, sparkle, and be heard.
Landing Page: Mentorship Enrollment
One of many landing pages we designed together over the years to support her training programs. Partnered with another digital agency to bring this Kajabi design to life.
Website, version 2 (2020)
In 2020 it was time for a complete restructuring of her website. We started with a sitemap and then tackled the design, Wordpress (Divi theme) buildout, and then I trained Kay on making her own updates.
Marketing & Collateral
Whether she was launching a lead magnet, revamping a landing page, or crafting a new campaign, Kay always returned to keep her visuals consistent. We created supporting graphics, email banners, social templates, and content pieces that extended her visual system to every client interaction.
Client Gifts
We made desktop calendars for years (clients would demand them), scarves, cups and more.
Social Media Graphics
Designed headers and graphics for Facebook, Instagram and LinkedIn.
These graphics are from various campaigns throughout the years:
Capabilities Presentation
Designed in Microsoft Word so Kay can make updates and changes on her own.
Speaker Sheet
In 2020, Kay pivoted from her live event model and produced a virtual event, and I designed the brand, sales page, PowerPoints, handouts and offer materials.
A Legacy That Still Sparkles
Kay never stopped evolving, and her brand grew with her. Every new project brought a chance to expand the visual universe we’d created—subtle shifts in color, layout, or tone that supported her message while keeping it unmistakably hers.
From Launch to Legacy
Designing for Kay was about so much more than logos. It was about building a system that could carry her message clearly—no matter what form it took.
Her brand reflected her: generous, sparkling, and strong. And while she may be gone, her work, impact, and visual presence continue to shine.
Show Up, Sparkle and Be Heard.
It wasn’t just an event name. It was her truth.
It wasn’t just an event name. It was her truth.
Brain Chemistry Design
Signature Sparkle Element
Activates Achievement Centers: The spark icon triggers dopamine responses associated with success and transformation, perfectly aligning with Kay's promise to help women "sparkle" in their careers.
Brand Character "Ava"
Creates Emotional Connection: The proprietary silhouette character activates the brain's social bonding centers, making corporate women feel less alone in their career challenges while building brand memorability.
Tiered Program Visual Hierarchy
Triggers Value Perception: The Golden Circle's lush, detailed graphics versus Career Sparkle Zone's simpler design activates the brain's quality assessment systems, justifying premium pricing through visual sophistication.
Client Gift Strategy
Releases Endorphins Directly: As noted in the copy, gifts create "those 'This Feels Good' brain chemicals," building positive brand associations and client loyalty through neurochemical rewards.
Live Event Environmental Design
Reduces Social Anxiety: Welcoming room decor and branded elements create psychological safety for networking, lowering cortisol levels and increasing participation in career development activities.
Consistent Sparkle Branding
Builds Neural Recognition: Repeated exposure to the spark element across all touchpoints creates strong memory pathways, making Kay's brand instantly recognizable in crowded career coaching markets.
Virtual Event Pivot Design
Maintains Comfort During Change: Familiar brand elements in new virtual formats reduced cognitive load during the 2020 pivot, helping clients adapt to online learning without losing brand connection.
Strategic Color Psychology
Balances Authority and Approachability: The teal and gold palette triggers both professional competence and warm accessibility, essential for women seeking career mentorship from someone they can trust and relate to.