Details
This class isn’t about theory (though fair warning: you’ll come out sounding dangerously professional by the end of it). It’s about rolling up your sleeves and doing the work. To get the most out of it, you’ll need:
A brand to move through:
your own product, service, or studio brand. Or, bring a side project or idea you’ve been itching to explore. The point is to work on something that’s yours so you can apply everything directly, not design in the abstract.
A brand to move through:
your own product, service, or studio brand. Or, bring a side project or idea you’ve been itching to explore. The point is to work on something that’s yours so you can apply everything directly, not design in the abstract.
Tools:
Paper + Pen
Start simple. Sketch, jot, and brainstorm by hand, it’s where ideas loosen up before they hit the screen.
Layout Programs
For layout and sharing. We recommend XD so we can hop into your files for feedback, but you can also upload homework to Notion.
Illustrator or Pixelmator Pro
For refining logos, icons, and other vector elements. You’ll use this to turn your sketches into scalable brand assets.
Computer + Internet
The invisible ingredients. Without them, nothing gets baked.
Time
Plan to spend at least 10 hours a week creating, revising, and participating: design builds through practice.
Fonts
You’ll likely invest in one or two typefaces. We’ll guide you toward the right ones (both free and paid) to bring your brand to life.
How It Works
The Classroom
spring / summer / fall sessions
Our classroom is fully virtual: a mix of live sessions and self-paced modules. Each week, you’ll move through guided workbooks that take you from strategy to design to critique. The live calls are where we meet: a space for Q&A, feedback, and real-time discussion. You’ll also receive private critique on your submitted work for deeper, personalized guidance. Think of it as equal parts studio, study hall, and creative critique circle with structure, accountability, and support every step of the way.
The Classroom
spring / summer / fall sessions
Our classroom is fully virtual: a mix of live sessions and self-paced modules. Each week, you’ll move through guided workbooks that take you from strategy to design to critique. The live calls are where we meet: a space for Q&A, feedback, and real-time discussion. You’ll also receive private critique on your submitted work for deeper, personalized guidance. Think of it as equal parts studio, study hall, and creative critique circle with structure, accountability, and support every step of the way.
Analog
You’ll receive a physical analog workbook, your private binder and homework hub, where each week’s guided exercises live. This is your private space to do the doing (and snap us pictures along the way). The entirety of the container lives inside those pages, inviting you off the screen and into your hands in ink, in real time.
Notion
Your private home base, where you’ll access all resources, weekly accompaniment lessons to your analog workbook, technical tutorials, and a dedicated space to privately submit homework directly to us.
Circle
Our public community space is where announcements, questions, and conversations happen between calls and it’s also where all live call recordings live.
Zoom
Our live classroom is where we gather for questions, creative conversation (what some might call critique), and group discussion. Recordings are always available.
Live Call Schedule
Wednesday at 2 PM EST (except for bi-weeks)
FAQS: the questions we’d ask too : )
Founders, designers, and creative entrepreneurs who want to build (or rebuild) a brand identity through guided practice, feedback, and collaboration. You don’t need to be a professional designer: just someone ready to get hands-on.
Not necessarily, but our preferred programs are Adobe Illustrator + Adobe XD (or Figma + Pixelmator) since that’s what we use in the studio and where our technical tutorials live. You can use Canva and upload your work into Notion for feedback if that’s what you’re comfortable with. Just know: this isn’t a software course, it’s about design thinking and brand execution. The tools matter less than the process, but our walkthroughs and demos will primarily be inside the Adobe suite (with Canva support upon request).
Totally fine. You can bring a new idea, a rebrand, a personal project you’ve been itching to explore or even something hypothetical. The goal is simply to work on something that feels engaging enough for you to move through the full process.
About 10-15 hours per week: enough to attend live sessions, complete your assignments, and engage in feedback. Think of it like a creative gym: consistency and participation matter more than perfection.
Live sessions will be held on Wednesdays at 2 PM EST (except for bi-weeks). Each call will be recorded and added to Circle Each live call runs ~120 minutes and includes: -> grounding start meditation → Quick check-ins and reflections → Open Q&A on that week’s workbook → Live critique and screen-share feedback → Optional breakout discussions for peer review
A complete brand identity including your logo, submark, color palette, art direction, and typography, all shaped through the strategy and creative direction you’ll create yourself. You’ll keep access to your Notion brand portal, where your work, notes, and references live, along with a set of module workbooks you can revisit anytime to refresh on brand terms, design principles, and process. You’ll also receive six months of access to our Circle community, where continued discussion, feedback, and connection live beyond the program. You’ll leave with a clear visual language, exports aligned to brand standards, and a deeper understanding of how to express your brand across different formats. This isn’t a web, marketing, or product design program. It’s a guided framework for building a cohesive, embodied brand identity that feels like you.
Absolutely. The Class is designed to sharpen your eye, strengthen your critique skills, and stretch your creative process. Many designers join for accountability, fresh perspective, and honest feedback that’s hard to find working solo.
Because this isn’t a template or a passive course. It’s 10 weeks inside the exact strategy → creative direction → identity process we use in our studio. A full brand engagement at a studio level today typically ranges from $20k–$50k+ depending on scope. The Class isn’t a replacement for that. It’s the right first step. You’re building the strategic backbone and visual identity yourself with our live guidance, critique, and community support. It’s priced to reflect the depth of the container, the access, and the transformation, while still being accessible compared to a full engagement.
That’s the point and the beauty of The Class. Vulnerability is part of the creative process, and we’ve built this community to make it feel safe, encouraging, and constructive. You’ll be met with care, clarity, and curiosity every step of the way.
Totally okay. Michelle went to graphic design school and they still didn’t teach the programs. Ellen’s entirely self-taught. The truth is, once you understand what you’re designing and why, the tech gets a lot less intimidating. We do include technical support and tutorials throughout the process, but this isn’t a software course. It’s about the thought process behind strong branding. You’ll want to give yourself space to click around, get messy, maybe watch a YouTube tutorial or two, and learn by doing. The Class guides your thinking, the tools just help you execute it.
Founders, designers, and creative entrepreneurs who want to build (or rebuild) a brand identity through guided practice, feedback, and collaboration. You don’t need to be a professional designer: just someone ready to get hands-on.
Not necessarily, but our preferred programs are Adobe Illustrator + Adobe XD (or Figma + Pixelmator) since that’s what we use in the studio and where our technical tutorials live. You can use Canva and upload your work into Notion for feedback if that’s what you’re comfortable with. Just know: this isn’t a software course, it’s about design thinking and brand execution. The tools matter less than the process, but our walkthroughs and demos will primarily be inside the Adobe suite (with Canva support upon request).
Totally fine. You can bring a new idea, a rebrand, a personal project you’ve been itching to explore or even something hypothetical. The goal is simply to work on something that feels engaging enough for you to move through the full process.
About 10-15 hours per week: enough to attend live sessions, complete your assignments, and engage in feedback. Think of it like a creative gym: consistency and participation matter more than perfection.
Live sessions will be held on Wednesdays at 2 PM EST (except for bi-weeks). Each call will be recorded and added to Circle Each live call runs ~120 minutes and includes: -> grounding start meditation → Quick check-ins and reflections → Open Q&A on that week’s workbook → Live critique and screen-share feedback → Optional breakout discussions for peer review
A complete brand identity including your logo, submark, color palette, art direction, and typography, all shaped through the strategy and creative direction you’ll create yourself. You’ll keep access to your Notion brand portal, where your work, notes, and references live, along with a set of module workbooks you can revisit anytime to refresh on brand terms, design principles, and process. You’ll also receive six months of access to our Circle community, where continued discussion, feedback, and connection live beyond the program. You’ll leave with a clear visual language, exports aligned to brand standards, and a deeper understanding of how to express your brand across different formats. This isn’t a web, marketing, or product design program. It’s a guided framework for building a cohesive, embodied brand identity that feels like you.
Absolutely. The Class is designed to sharpen your eye, strengthen your critique skills, and stretch your creative process. Many designers join for accountability, fresh perspective, and honest feedback that’s hard to find working solo.
Because this isn’t a template or a passive course. It’s 10 weeks inside the exact strategy → creative direction → identity process we use in our studio. A full brand engagement at a studio level today typically ranges from $20k–$50k+ depending on scope. The Class isn’t a replacement for that. It’s the right first step. You’re building the strategic backbone and visual identity yourself with our live guidance, critique, and community support. It’s priced to reflect the depth of the container, the access, and the transformation, while still being accessible compared to a full engagement.
That’s the point and the beauty of The Class. Vulnerability is part of the creative process, and we’ve built this community to make it feel safe, encouraging, and constructive. You’ll be met with care, clarity, and curiosity every step of the way.
Totally okay. Michelle went to graphic design school and they still didn’t teach the programs. Ellen’s entirely self-taught. The truth is, once you understand what you’re designing and why, the tech gets a lot less intimidating. We do include technical support and tutorials throughout the process, but this isn’t a software course. It’s about the thought process behind strong branding. You’ll want to give yourself space to click around, get messy, maybe watch a YouTube tutorial or two, and learn by doing. The Class guides your thinking, the tools just help you execute it.
Founders, designers, and creative entrepreneurs who want to build (or rebuild) a brand identity through guided practice, feedback, and collaboration. You don’t need to be a professional designer: just someone ready to get hands-on.
Not necessarily, but our preferred programs are Adobe Illustrator + Adobe XD (or Figma + Pixelmator) since that’s what we use in the studio and where our technical tutorials live. You can use Canva and upload your work into Notion for feedback if that’s what you’re comfortable with. Just know: this isn’t a software course, it’s about design thinking and brand execution. The tools matter less than the process, but our walkthroughs and demos will primarily be inside the Adobe suite (with Canva support upon request).
Totally fine. You can bring a new idea, a rebrand, a personal project you’ve been itching to explore or even something hypothetical. The goal is simply to work on something that feels engaging enough for you to move through the full process.
About 10-15 hours per week: enough to attend live sessions, complete your assignments, and engage in feedback. Think of it like a creative gym: consistency and participation matter more than perfection.
Live sessions will be held on Wednesdays at 2 PM EST (except for bi-weeks). Each call will be recorded and added to Circle Each live call runs ~120 minutes and includes: -> grounding start meditation → Quick check-ins and reflections → Open Q&A on that week’s workbook → Live critique and screen-share feedback → Optional breakout discussions for peer review
A complete brand identity including your logo, submark, color palette, art direction, and typography, all shaped through the strategy and creative direction you’ll create yourself. You’ll keep access to your Notion brand portal, where your work, notes, and references live, along with a set of module workbooks you can revisit anytime to refresh on brand terms, design principles, and process. You’ll also receive six months of access to our Circle community, where continued discussion, feedback, and connection live beyond the program. You’ll leave with a clear visual language, exports aligned to brand standards, and a deeper understanding of how to express your brand across different formats. This isn’t a web, marketing, or product design program. It’s a guided framework for building a cohesive, embodied brand identity that feels like you.
Absolutely. The Class is designed to sharpen your eye, strengthen your critique skills, and stretch your creative process. Many designers join for accountability, fresh perspective, and honest feedback that’s hard to find working solo.
Because this isn’t a template or a passive course. It’s 10 weeks inside the exact strategy → creative direction → identity process we use in our studio. A full brand engagement at a studio level today typically ranges from $20k–$50k+ depending on scope. The Class isn’t a replacement for that. It’s the right first step. You’re building the strategic backbone and visual identity yourself with our live guidance, critique, and community support. It’s priced to reflect the depth of the container, the access, and the transformation, while still being accessible compared to a full engagement.
That’s the point and the beauty of The Class. Vulnerability is part of the creative process, and we’ve built this community to make it feel safe, encouraging, and constructive. You’ll be met with care, clarity, and curiosity every step of the way.
Totally okay. Michelle went to graphic design school and they still didn’t teach the programs. Ellen’s entirely self-taught. The truth is, once you understand what you’re designing and why, the tech gets a lot less intimidating. We do include technical support and tutorials throughout the process, but this isn’t a software course. It’s about the thought process behind strong branding. You’ll want to give yourself space to click around, get messy, maybe watch a YouTube tutorial or two, and learn by doing. The Class guides your thinking, the tools just help you execute it.
(Your Brand)
Modules (10 weeks):
week 1
Foundations
Orientention, Summer Reading, Intentions
week 2-3
Strategy
create your brands north star
week 3-4
Creative Direction
bridging mind to visuals
week 5-7
Identity
bridging creative direction to form
week 8
Production
making it real