Abi Connick – Strategic Brand Identity Lab

Here’s What You Get:

The complete self-paced training system that shows you exactly how to combine strategy + design into one powerful asset clients can’t resist. No more “just logos”, endless revisions or undercharging. You’ll walk away with the skills, confidence, and process to finally position yourself as a Strategic Brand Designer.

Strategy Call Framework

• A proven simple but effective 3-step process to conduct effective calls
• An objection handling framework to deal with the biggest client objections
• Access to watch me on a Real Strategy Call
• And strategies to overcome self-limiting beliefs so you enter calls confident and well-prepared

Brand Foundations Playbook

• 4 strategic formulas to identify a brand’s purpose, mission, vision, and values
• A full detailed walkthrough of me doing this for a real client.
• A strategy based client management system to keep all your research and information in one organised space.
• And a framework to avoid the 4 biggest pitfalls designers make at this stage

Brand Positioning Mastery

• A roadmap for creating detailed and targeted audience personas
• A full breakdown on the strategies and tricks for researching competitors
• A deep dive into my process for pinpointing a brand’s competitive advantage
• A method for determining a Brand’s Personality and voice
• And much more!

Creative Direction Blueprint

• A 3-step tried and tested mood board creation process
• A complete workflow for researching and gathering inspiration
• Resources and guides to help you find the perfect inspiration
• And a detailed step-by-step walkthrough of myself creating mood boards for a real project, so you can see all the small intricacies that go into creating effective strategic mood boards.

The Art of Presenting Brand Strategy

• A deep dive into the 3 methods I use to present my work (with real examples)
• A blueprint on how to gather effective feedback
• And a breakdown of the 4 most common client objections that you will encounter at this stage, so you know exactly how to deal with them.

The Strategic Brand Design System

• A 6-step design process that integrates strategy from the start, ensuring all design decisions are made with purpose.
• A detailed breakdown on exactly how to translate strategy into design
• A dissection of the mistakes made during this stage and how to avoid them
• And frameworks to ensure you’re never short on ideas when it comes to choosing fonts, a color palette, creating brand assets and more.

The Flawless Presentation Formula

• A step-by-step blueprint for presenting your work effectively (using 3 proven methods)
• A comprehensive guide on gathering constructive client feedback
• Ready-to-use templates that streamline your workflow
• Practical guides for file exporting, management, and organization
• A detailed breakdown of common client objections at this stage, and exactly how to address them effectively

Here’s everything you get inside:

Module 1: The Strategy Call Framework

Inside this module, you’ll get everything you need to:

• Lead strategy calls that uncover your client’s true business goals and vision (never design in the dark again)
• Guide meaningful conversations that get clients thinking deeper about their brand (instead of just asking for a new logo)
• Gather high-quality insights that inform every design decision (bye-bye random revisions!)

Plus, you’ll watch me conduct real strategy calls and break down exactly how to handle different client scenarios.

Module 2: Brand Foundations Playbook

Inside this playbook, I’ll show you how you can define these for any client you work with. It’ll help you to:

• Uncover meaningful brand foundations from your strategy call insights (even if you’re working with small brands or start ups)
• Transform simple business goals into clear brand direction (even if your client isn’t sure about their long-term vision)
• Use brand foundations to naturally inform design decisions (without overthinking or forcing connections)

Including a real example of how I’ve helped small businesses articulate their foundations in ways that actually matter to their growth

Module 3: Brand Positioning Mastery

I’ll show you how to create truly distinctive brands by understanding:

• Who your client is actually trying to reach (beyond basic demographics)
• What their competitors are doing right (and where they’re falling short)
• How to carve out a unique position that feels natural, not forced

Think of this as your roadmap for turning “we want to stand out” into clear, strategic decisions that actually help your client own their space in the market.

Module 4: Creative Direction Blueprint

Inside this Blueprint, I’ll show you how to:

• Turn strategic insights into visual direction that gets immediate client buy-in
• Present mood boards that excite clients while protecting you from creative U-turns
• Build a creative foundation that makes the actual design process feel effortless

Module 5: The Art of Presenting Brand Strategy

I’ll spill all the secrets:

• My 7 power questions that transform vague feedback into actionable insights
• How to present strategy in a way that makes clients feel truly understood
• The exact presentation structure that turns potential pushback into excited approval

Plus, you’ll get the actual presentation template I use for my $15k+ projects (and a real example of a Brand Strategy Call with a client).

Module 6: Strategic Brand Design System

I’ll show you:

• How to create logo suites that actually reflect your client’s positioning
• My step-by-step process for choosing colors, typography, and design elements that serve a strategic purpose
• Exactly how I use mockups to test designs across different applications and ensure they solve real business needs

And you’ll watch me build a complete brand identity from start to finish, explaining every strategic decision along the way.

Module 7: The Flawless Presentation Formula

You’ll get my proven formula (along with my premium Brand Presentation Template) to:

• Showcase the final visual identity that gets your client excited (while building anticipation throughout the presentation)
• Walk clients through complex design decisions (without overwhelming them)
• Structure the feedback through 6 key questions that helps clients get clarity on how they feel about their new visual identity (and get constructive feedback)