Hi there, I’m Petchy.
I help badass business owners attract and connect with more of their dream clients through strategic brand design.
My clients tell me I have an intuitive way of knowing what they need, even when they don’t know it themselves. Some might call it intuition. Others call it a gut feeling. I call it a super power. Just kidding! There’s no woo here, just a combination of experience, curiosity and genuinely caring about understanding my clients on a deeper level. Together we dig deep enough to discover the core of your brand, so I can really get to know your goals, visions and values – and then I translate that into a brand identity that communicates all the right things to all the right people!
Freedom is at the core of everything I do
I never felt at home in the corporate world. I’ve never been one to follow other people’s rules blindly. I was exhausted by the constant struggle to fit into society’s (rather narrow!) expectation of what it looks like to be “professional”. I never understood why I couldn’t just be me. When I started my solo venture in 2016, I knew one thing: I was going to do this my way. Even so, it took me a good couple of years to stop feeling like I should try to squeeze back into that pigeon hole. If I’m honest, there are days where I still feel that way.
I believe your brand should give you freedom, whatever that means to you. Freedom to spend time doing what you love. Financial freedom. Freedom to work how and where you want. Freedom to work with the kind of clients that really fire you up. Freedom to build your brand in a way that feels good to you and the people you serve.
And that is why I am on a mission to help other business owners build their brands their way; without pretending to be something they’re not, without compromising on their truths, without unethical business tactics and without screwing people over in the process. For every brand that dares to show up with their values and their hearts on their sleeves, it becomes easier for others to follow. And who knows; maybe the world will become a better, more inclusive and more transparent place in the process.
I will always be honest, even if it’s something you might not want to hear. I’ll do it in the nicest possible way though! Think of me as the kind but slightly annoying friend who always dishes out tough love.
I will always treat people with respect, even if we don’t agree. It’s ok to have a difference of opinion, but it’s never ok to be a bully!
I will always strive to be an ally. I believe that every person on this planet deserves the right to equal opportunities – and the freedom to be who they are, regardless of ethnicity, gender, sexual orientation, body size and/or religion. If you believe otherwise, please move on.
It’s not nice to screw people over for your own financial gain. I’ll not help you build a brand based on manipulative sales tactics or sketchy business practices. This is non-negotiable.
Brand strategy doesn’t have to be complicated. It’s not just for the big multi-national corporations, and you don’t need to be and/or hire a cocky hipster dude in an expensive suit to do strategy work.
Life’s too short not to have fun! Most of us spend a lot of our time working, so work should also be fun – which is why I choose to work with clients who agree that professional ≠ boring. Honestly, we get better results for it too!
Do I sound like someone you could work with?
So, just who is this Petchy?
THE HUMAN SIDE OF THINGS
Petchy is a play on my surname, and a nickname that has followed me since my student days. My first name wasn’t exactly the easiest to pronounce in English, and that kinda sucks when A) you’re half Brit, and B) you decide to go study and live in the UK for a while. So Petchy it is! But my real name is Solveig Petch.
I live just outside a small town on the northwestern coast of Norway (just around the corner from where Tom Cruise filmed Mission Impossible 7 and all the high-end car companies come to shoot their fancy television ads) with my hubby, our daughter, my son, an ignorant cat and a barking mad miniature poodle.
When I’m not busy crafting kick-ass brands… I love to spend time in nature. I’m a real foodie so you’ll often find me cooking up a treat in the kitchen – if you follow me on Instagram you might have noticed in my stories. When I have time, I enjoy a good book, and I am the proud owner of no less than three sewing machines. I also have a totally inappropriate sense of humour and a bit of a potty mouth, nicely camouflaged behind an innocent looking face. You have been warned!
THE BUSINESS SIDE OF THINGS
I have a BA (Hons) in Management of Design and Innovation from DeMontfort University in the UK, and I’ve been working with design and branding since 2002. That’s 18+ years of experience, working with brands of all shapes and sizes, from multi-national corporations to small businesses and startups. Spoiler alert: the challenges they face are more similar than you might think!
With over a decade of experience as a business owner myself; as co-founder of a design agency and in my solo business, I understand first hand what a difference a strong brand can make to a business.
Great design is about more than just creativity and making things look pretty. Thorough research, analysis and close collaboration with the client are integral parts of my process, because the best solutions are born where your knowledge of your business crosses paths with my design expertise.
Every project is unique, and your personalised project timeline will be outlined in your contract. Though the timeline depends on the scope of your project (usually anywhere between 4-12 weeks), the process is largely the same for every identity design/rebranding project. Here’s an outline of each phase, so you can know what to expect for a typical brand identity project:
BEFORE WE START
EXPECTED TIMELINE: N/A
Before we get started, you’ll need to sign the project agreement. This will arrive in a separate email, via Adobe Sign. To avoid any delays to your project it’s important that you sign this before your scheduled start date, so if for some reason you don’t receive it: check your spam – and if it’s not in there either, let me know!
EXPECTED TIMELINE: 1-2 WEEKS
The first phase in any design project is all about digging deep. Exploring, evaluating and defining your vision, core values and goals. You play a key role as we stake out the course, and this phase is a crucial part of creating a unique and memorable brand identity that you can be proud of!
This first stage of the project is where you complete Brand it! workbook, submit the client questionnaire and pin inspiration to a shared Pinterest board. If your package includes one or more strategy sessions we will also conduct those now, as you’re in the process of defining your brand’s underlying strategy. If your package doesn’t include any strategy sessions, you can always choose to add one on if you need some guidance
Towards the end of this phase we complete our initial meeting, and I get ready to move on to the ideation phase.
EXPECTED TIMELINE: 1-2 WEEKS
I will now start to explore possible design concepts. This phase usually includes developing one or more moodboards, to ensure we’re on the same page and have a common understanding of the direction we’d like for the end result before the sketching phase begins.
EXPECTED TIMELINE: 2-4 WEEKS
Time to visualise the initial ideas, through both quick and more detailed sketches, on paper and screen! This is when I go quiet for a few weeks, and you can chill out while I knuckle down to create design concepts. I know you’re probably super eager to see your brand come to life, but at this stage I probably don’t have a lot to show you as a lot of the initial design work takes place in my head or as rough (and I mean really rough!) sketches. It’s important not to rush this phase, but to allow ideas to mature and evolve over time. Towards the end of this phase, I pick a handful of the strongest concepts that I then contextualise (making it easier for you to envisage the final result) before presenting them to you.
EXPECTED TIMELINE: 1-3 WEEKS
Design is an iterative process. Working closely with you, it’s now time to tweak and tinker your chosen concept, down to every little detail. Colour scheme, typography and visual elements all come together to form one strong and unified look.
During this stage it’s really important that you provide me with honest and constructive feedback. Effective feedback can turn a good design into a great design – but I get that it can be a little daunting if you’re not used to it, which is why I’ve compiled a list of handy tips:
Vague design feedback is the worst. If you tell me to “make it pop” or “it’s too bland” it’s near impossible for me to interpret, because what “pops” to you and what “pops” to me could be two completely different things. The more specific you are, the less guesswork I have to do! Don’t be afraid to hurt my designer ego – honest feedback is crucial for a good end result.
Don’t say: Can you make it pop a bit more?
Do say: The colours might be a bit muted for our young audience. A brighter colour palette might appeal more to them.
Resist the urge to micro-manage
But how do your give specific and constructive feedback without micro-managing? Easy. Tell me the problem, not just the solution. If you ask me to “make the tagline bigger” I’ll know that you want the tagline to be bigger, but I don’t know why you want it to be bigger. If I understand why you feel it needs to be bigger, I can suggest solutions that you may not have thought of.
Don’t say: Can you make the tagline bigger?
Do say: I’m worried that people won’t be able to read the tagline from the a distance. How can we make it stand out more?
You’re not a designer, so it can be difficult to express your opinions about design. I get it. If you’re struggling to find the right words, use examples to illustrate what you mean – send me a link or an image to explain what you’re thinking. Not because I want to copy it, just so I have a visual reference instead of a vague description that I could misinterpret.
Don’t say: This isn’t what I had in mind when I said “classic and understated”
Do say: This isn’t what I had in mind when I said “classic and understated” – here’s an example of what I was thinking. The delicate font and muted colour scheme is more in line with my vision.
Don’t be afraid to ask questions
Feedback should be a dialogue, not just a list of changes. Asking questions is not “annoying” – if anything, it shows me you’re invested in the project. If you’re wondering why I designed something in a certain way, ask me about it. That way I can explain the rationale behind my design choices, and explain how it ties in with the overall strategy.
Don’t say: *crickets*
Do say: I’m used to seeing logos with the tagline directly below. Is there a reason you chose to make them separate?
Put your personal tastes aside
Easier said than done, huh? It’s important to remember that your brand isn’t really about you as a person, it’s more about your business. Sure, we want you to like the end result, but what matters the most is if your audience resonates with it – and whether it will help you reach the goals we discussed at the beginning of the project.
Don’t say: I don’t like hot pink. We need to change it.
Do say: The hot pink is vibrant, but our target audience is mature and mostly male. Are you sure this is the best choice?
EXPECTED TIMELINE: 1-2 WEEKS
Almost there! It’s time for those final finishing touches to the identity’s underlying system, and the preparation of a brand board or more detailed brand identity guidelines. These guidelines will ensure correct use of all the visual elements, enabling you to create a strong and consistent look for your brand. Final files are saved in every file format you could possibly need, and then uploaded to your client portal for you to download.
EXPECTED TIMELINE: DEPENDS ON YOUR REQUIREMENTS
Your shiny new brand identity is now ready to conquer the world! Your individual needs define the extent of this phase, but it usually includes design of branded collateral like brochures, business cards, banners, ads, website, social media graphics, clothing, packaging… you name it!
I put the person before the sale. I respect you and your privacy. I will help you make the best choice for your needs, not mine. I communicate inclusively, truthfully, and clearly. I will not confuse you or hide information from you. I will help all audiences feel welcome. I take responsibility for my part in changing the marketplace. I recognize the need to break the cycle of consumerism. I will continuously review my sales and marketing to ensure they benefit the common good. I count on you to hold me accountable. Please connect with me if you see me not honouring my pledge.
Before you go, allow me to introduce the rest of the team:
Chief Napping Officer
My CNO takes her duties very seriously, and she’s a badass who won’t take crap from anyone. Bitchy at times, but saved by her cute fuzzy paws. Enjoys sitting on forbidden surfaces, eating tulips and bullying Head of Barketing.
Head of Barketing
A grumpy old git who is way past retirement age, but still insists on making his voice heard. Loudly. He frequently makes uninvited guest appearances on my podcast. A social dude who enjoys naps, food, food and food. And the neighbours’ staffie.
Want more Petchy in your life?
I'll be honest: I
kinda suck at this whole "nurturing my email list" thing. So if you're the kind of person who expects a weekly email, this isn't for you. When inspiration does strike me, I might pop up in your inbox with a new article, a client case study, some exciting news or information about a new product or service. So yeah. If you want to sign up to my sporadic emails, that would be amazeballs! It's totally free, and you can unsubscribe any time.
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