Three months ago, I chose to put my business through a rebrand. Rebranding your business is a huge decision, and it took me over a year to gather up the courage to make the jump. I had been operating as a freelancer under the name Madeline Taylor Creative Studio (or some variation of that) for years.

The day I chose to make my Instagram page is one I still remember. I was a university student in a season of life which resulted in a permanent state of exhaustion, nervousness, and blind hope that something better was around the corner. I was working three jobs at the time – none of them particularly interesting to me, and I dreamed of making a living doing something I loved.

Developing a Business I Loved

Five years later, the work I had done under Madeline Taylor Creative Studio allowed me to quit my corporate job to focus on freelancing full-time. For the first time in my life, I jumped out of bed in the morning, pulled all-nighters with a smile on my face, and found myself working on projects I had dreamed of all those years ago.

I had moved away from hourly invoicing and begun using project-based pricing. I was working more than ever, but happier than ever. My clients inspired me – lighting a creative fire inside my brain that grew into a deep passion for my work I never imagined myself experiencing. It was around this time that I realized the freelancer identity I had created out of need had developed into a career and truly viable business that had the potential for growth. No longer operating like a freelancer, I felt like my business had outgrown its close ties with my full name – it was time to start showing up for myself like I had been showing up for my clients. As an agency.

Choosing to Rebrand

Once I had made the decision to go ahead with rebranding, things began to fall into place. I chose a name that was meaningful to me. I started thinking about how I would use the rebrand as an opportunity to step into an era of business where every move I made was intentional, value-based, and purposeful. Evenings spent Googling would lead me to a fellow designer who helped me bring the visual identity to life. (Yes, even designers struggle with branding themselves – more on that later…)

I shot photography content to support my new visual identity and began working on a website. Determined to follow all the advice I give my clients, I knew this website needed to help me build an email list, communicate the brand’s personality, and share much-needed information easily. I collaborated with my favourite developer, threw my heart into the website design, and gave the copy everything I had.

Now we are here: rebranding (and re-naming) complete. Madeline Taylor Creative Studio brought my dreams to life, and East & Eve Creative Co will keep them alive for many years to come. Thank you for being along for the rebrand ride!