Happy Wednesday,
Before we create anything for a client, the first thing we do is get clear on who they really are, what they stand for, and what's driving them forward.
It doesn't start with colors or logos. It starts with a conversation. The first call is mostly Mae'd asking questions to get a real feel for the business, what's working, and where they want to grow. Whether they've been at it for years or are building from scratch, we dig into who they want to become, what they're growing toward, and everything that needs to happen to get there. When meeting with a new client, half of the time the real problem isn't the thing they came in asking about, and that's exactly why the call stays open and flexible.
By the end of the call, I can write one descriptive sentence: what the business is, who it's for, and why it exists. Everything after that points back to those few words — the typography, the color palette, the way things sound and feel, and the story being told.
It's the least flashy part of the process but easily the most important. A brand that feels disjointed is almost always missing a clarifying conversation at the start. When every piece has a place and a reason, the bigger decisions down the road flow more naturally, because everything traces back to a single source of truth and a plan built around it.
No second-guessing, no starting over, just a steady point to build from. When the foundation is clear, every choice feels intentional and connected instead of reactive and scattered.
If you want to see what I've been up to:
🌐 Website: www.maed.site
📋 Portfolio: https://canva.link/maedportfolio
Thank you for being part of it. If you know anyone who could use support with their brand or business, I'd really appreciate the connection. And if you want to follow along as Mae'd grows, visit our website and subscribe here: maed.beehiiv.com
Talk soon,
Madeline Phillips