Case Study: Kelly Potts

CASE STUDY: Kelly Potts

One of my very favorite people, Kelly Potts is a marketing strategist for female entrepreneurs who want to be everywhere but don't want the shameful screen time reports that come with it. She's all about simplifying marketing into easy, fun, systems that make having an omnipresence DOABLE without it feeling like you're always ON and visible.

When we started working together, Kelly was ditching her brand name to go all-in on a presence that felt like HER. Read how we did it here or jump over to www.kellypotts.co to put the pieces together ;)

THE PROJECT

Kelly came to me for full creative direction and messaging strategy to align her visuals, voice, and offers around a stronger central concept.

"I wanted a creative theme that would stand out. And I knew I wanted to be able to tie in all of my offers, and build a brand world around this fun theme that not only showed my personality but also represented my perspectives on marketing. I have the pic of Audrey Hepburn riding a bike printed out in my office as a reminder that everything in life should be fun, and I love the vintage feel of it too!" - Kelly

I was responsible for:

• Overarching concept, creative direction and photoshoot planning (2022)

• Messaging themes, copy concepts, and content angles (2022)

• Brand voice strategy and guide (2022)

• Naming her offers and newsletter (2024)

• Naming more offers & freebies (2025)
  

Did you catch that? She and I have built on the original concept for YEARS. YEARS. Brand perfection does NOT happen overnight.

THE ABCs OF KELLY'S BRAND STRATEGY

A — ANGLE

(Audience POV + Messaging/Positioning)

Kelly wanted a brand that would do what her clients crave: make marketing simple, sustainable, and seen.

Her new brand needed to reflect:

THE MESSAGING PILLARS

1. Timeless Strategies Don't Go Out of Style She doesn’t chase trends. Her clients don’t have to either. We emphasized marketing strategies that age well.

2. Marketing Should Be Fun Copywriting, content, and conversion don’t have to be sterile. We leaned into playful language and visuals to bring the joy back to visibility.

3. Omnipresent with Purpose Kelly's magic is helping clients show up everywhere without burning out. We created positioning and copy that made it clear she was playing the long game, not the algorithm.

   
   

B — BRAND PERSONALITY

(Voice + values + preferences)

Kelly’s voice is first-person, approachable, upbeat, and sharp—but never preachy. She sounds like your stylish, strategic older sister who gives you real advice, knows all the trending sound bites, and will gift you a Spotify playlist just because (that's her love language.)

• She’s the mix of Mila Kunis wit and Mary Tyler Moore poise.

• Think: marketing tips written from a café in NYC

• She drops pop culture references, uses song lyrics, and never talks down to her audience.

• She's generous with her advice, but only gives what’s truly useful. No fluff.
  

She’s Sunday-sloth in yoga pants and Monday CEO in gold hoops. Her brand voice reflects it all.

C IS FOR CONCEPT & CRITERIA:

The concept had to be:

• Timeless (think: board games, checkerboards, poker chips, dominoes)

• Strategic (every offer, name, and CTA had to map to the metaphor)

• Playful but polished (no gimmicks—just good, metaphor-rich structure)

I pitched Game Night as her central motif. The concept was intuitive and eerily aligned. It was a perfect fit encompassing her old soul tendencies, family traditions, and the literal deck of cards in her drawer—and she was instantly in. She literally decompresses with a game of Solitaire and she didn't tell me that until AFTER I'd pitched this theme.

THE CONCEPT IN USE: We layered the theme into everything

• Her word bank (idioms, metaphors, emojis, visual cues)

• Her offer suite (names, taglines, descriptions, copy)

• Her content strategy (cards up her sleeve, game-changing tips, etc.)

• Her photoshoot (backdrop DIYs, prop lists, style boards, pose prompts)

PHOTOSHOOT DIRECTION

Inspired by her love of vintage aesthetics and board games, I gave Kelly pose ideas, location ideas, and a LONG prop list to help her capture the game night vibe.

We used retro games, vintage vibes, and timeless icons (cards, dominoes, vinyls, checkerboards) to say what her audience feels:

1. strategy should be fun

2. success should feel good

3. smart marketing always wins in the end

WHAT I GAVE HER:

WHAT SHE DID WITH IT: 10/10 execution. No notes.

OFFER + FREEBIE NAMING

An undisputed FACT is that once you have an established concept/theme, naming is SO MUCH EASIER. Kelly and I were able to name everything in her business (&thensome) because the concept gives us boundaries. And that boundary means ANYTHING within it, is fair game which actually makes you MORE creative.

Signature Offer

• The Game Plan DFY marketing strategy.

Newsletter

• Game Night! This is genuinely one of the only newsletters I read. Kelly includes a weekly "Game Changer" that breaks down her omnipresent marketing strategy and new things that she's seeing that are working! "Game Time" which is a segment that encourages a new way to approach content -- with FUN and curiosity instead of existential dread. "Cards on the Table" - a BTS look at what she's working on, and a bonus "Wellness Win" section.
  

Even having themed segments makes the newsletter easier to write, read, and digest (as a reader!) (If you want to learn more about newsletter naming - I happen to have a product for that here.)

Other Names in Kelly's world: 

• Stacked in Your Favor – Podcast

• The Jackpot - freebie vault

• Content in Spades - possible low-ticket captions offer

• House of Content - possible mid-tier membership

• Call My Bluff - possible podcast option

• The Insta Shuffle - Custom GPT to help you revive your IG (named by my GPT!)

THE OUTCOME

Kelly now has:

• A timeless brand motif that reflects her personality

• Copy that connects without sounding like everyone else

• Offer names that are memorable and metaphor-rich

• A photoshoot that’s actually on-brand

• A podcast name she loves, with a tagline that matches her energy

• Tools she’s still using months later to guide future launches, reels, freebies, and content

And most importantly, she’s using it! Fully embracing the concept and ALL its legs. Her Instagram, her [upcoming] podcast, her email list—every corner of her content now feels like Kelly turned up to 100.

OH, AND WITH ALL OF THIS...

Kelly has been able to take the full creative direction & brand strategy we did together and feed it to my custom naming GPT for even BETTER results.

My GPT gave her 7 on-brand names! SEVEN.