CASE STUDY NO. 05
Brand Strategy + Brand Identity +
Showit Template Customization
the empty nester club
The empty nest, reframed as a beginning.
Karla Olson came to me with a big-hearted mission: to support women navigating the bittersweet transition into an emptier nest and help them rediscover possibility, purpose, and joy in what comes next.
Together, we created a cohesive brand and digital home centered on Karla’s warmth, wit, and deeply personal understanding of this season. The identity gave her growing body of work a recognizable foundation while keeping the women she serves firmly at its heart.
the transformation
Author + Empty-Nest Education
Karla Olson
Brand Strategy, Brand Identity, Creative Direction, Showit Website Customization, Strategic Copywriting, Editorial Design, Social Media Direction + Brand Collateral
scope
industry
client
the strategic shift
This chapter needed language beyond loss.
Empty nesting is often described only through absence: the quiet house, the changing role, and the uncertainty left behind. Karla saw something more complex and far more hopeful.
The brand needed to acknowledge the tenderness of the transition without leaving women there. We shaped a message around connection, clarity, courage, and community, creating a space where women could feel understood while beginning to imagine their own next best chapter.
trace to form
Warm, witty, and full of possibility.
The identity combines emotional warmth with an energetic, conversational point of view. Expressive typography, personal imagery, approachable language, and flexible graphic elements create an experience that feels encouraging without becoming saccharine or overly polished.
That system was carried through the Showit website, book proposal, social channels, custom templates, mailer boxes, postcards, stickers, business cards, matchbooks, and other tangible brand moments. Every piece was designed to feel like it belonged to the same generous, recognizable community.
a community, made recognizable
A connected brand experience designed to meet women across books, courses, conversations, resources, and the everyday moments in between.
The Identity, Given Form
What began as Karla’s personal mission became a platform women could recognize, return to, and see themselves within.
Today, The Empty Nester Club holds a growing community alongside a podcast, transformational course, resources, media appearances, and The Almost Empty Nester, a number-one new release with more than 3,000 copies sold.
