Finding Clarity and Rebranding My Business

In the beginning of 2025 I felt stuck.

I’ll be honest — I was ready to throw in the towel. I felt all over the place, and new clients weren’t coming in like before. I thought maybe it was time to go back to a full-time job. I was even making plans to move back to New York.

Even though I made it to a few final-round interviews, nothing panned out. Everything felt like it was pushing me towards making this business work.

A dear friend who really believed in me, introduced me to Tyler Lindley, a sales coach who specifically works with people like me. Matter-experts who are reluctant sellers.

It was at this point that I understood that I wasn’t getting new clients because I wasn’t showing the world what I could do. I was lucky to have been working with referrals, but when that stops coming in, then what?

Working with him gave me something I didn’t have before: confidence and clarity.

Confidence in myself — in what I do and how I help. And clarity on who I really want to work with, and who can benefit most from what I have to offer.

That shift made a world of a difference, because over time I pushed through the discomfort of sharing what I do online. It was hard, but it was necessary. And it didn’t take long for me to see the fruits of my labor.

Little by little, conversation by conversation, it got easier to just share. There really isn’t anything to it. The people that care will support you, and the ones that don’t move on.

All of that helped me see that in order to grow into the next version of myself (and my business), I needed to let go of Lavender and make space for what’s next.

This rebrand isn’t just a new name or fresh visuals. It’s a reflection of the trust I’ve rebuilt in myself, the people I love to help, and the future I’m creating alongside them.

How I approached the rebrand.

Keep in mind that this rebrand wasn’t about picking new colors or a new name. In fact, I didn’t have the intention of changing my business name at all.

It very much started with asking myself:

• Who am I really here for?

• What do I want people to feel when they land on my site or see my work?

• What do I want to feel when I show up for my own business?

So I got to work on something that I thought was my brand update. You can see what it looks like here:

I thought that this would be enough, until I had a conversation with someone from Tyler’s community who specializes in Marketing.

She helped me to really zero-in on my vision. Together, we surfaced pieces that I had initially not considered. That’s when I realized I needed to go back to the drawing board. Funny enough, this is exactly the process I guide my clients through too — getting clear on who you’re really here for, how you want to show up, and what you need to let go of to move forward.

I ended up revisiting all the things.

• My values

• My service offering

• My customer journey

• I mean everything

This wasn’t a fast process. I sat with some pieces for weeks. I experimented. I gave myself the same permission I give my clients: to take the time to get clear, to ask for help when I needed it, and to make decisions that feel good, not just today, but months (and years) from now.

This was an early version of the new moodboard. It was getting closer to the vision, but not quite it. I felt like it was too refined and missed that “creativity” piece that is a core part of what I do. 

So I went down a massive rabbit hole of looking at designs from other websites until I found something that immediately caught my eye.

I pulled inspiration from an image I found on a financial website (I know, not what you’d expect!), but it sparked an idea that I was very eager to explore.

I tweaked and refined in Midjourney until I got this:

This was the piece that had been missing. Something illustrative. Something beautiful. Something creative that makes you wonder and look deeper.

I put all of that together and so was born Trove Studio.

Who I am now.

Let’s summarize the gist of who I am and what I do now.

I’m Gina, Designer & Owner of Trove Studio. I help service-based small businesses build a brand and website that reflects the business they’re growing into, not the one they’ve outgrown.

So that’s where I am. A new chapter, a new name, and a business that finally feels like it matches the work I do and the people I’m here to help.

If you’re reading this and you feel that same tug — that you’ve outgrown the version of your business that you started with — I want you to know you’re not alone.

It’s okay to pause, question things, and even start again. All to make space for what's next.

My hope is that this studio, this rebrand, and my work moving forward remind you that your brand should open doors, not hold you back.

If you’re ready to explore what your “next version” looks like, I’m always here to help.

Here’s to more brands that open doors 🚪.