Case Study: Chelsea Liefer Client Experience
If you’re interested in going the extra mile with your client experience using brand collateral, this post dives into the details of how you can do that using one of my lovely clients as the example!
In 2020, I had the joy of working with Chelsea to rebrand her business from Shot by Chelsea → Chelsea Liefer Photography. The goal behind her rebrand was to change her name and accompanying brand identity into one that felt more aligned with the artistic, high-end photography business she was building.
Now in 2021, I had the joy of working with Chelsea again! This time, it was time to elevate her client experience with some thoughtful pieces of brand collateral to would make her couples feel extra loved and appreciated.
To accomplish Chelsea’s client experience upgrade, we got a Design Day on the calendar, made a plan for what needed to be created, compiled a checklist to get ready, and then I set about designing it all once the day arrived.
Here’s what was on the Design Day to-do list:
Client Gift
Custom Gift Box
Chelsea went above and beyond in the client gift department by deciding to create a custom gift box! This piece was so fun to design because it made me put myself in the shoes of her clients who would have the joy of opening it!
This piece also gave so many opportunities to incorporate fun design elements, like Chelsea’s custom brand pattern, icons, a variety of logos from her suite, and some thoughtful brand messaging.
Custom candle label
This piece may be my favorite because of the story that inspired it! When designing Chelsea’s branding, one of the images I included in her mood board featured a candle.
While we were preparing for her Design Day, she said that ever since seeing that image, she knew she wanted to make a candle be part of her client gift.
So fun to see how the mood board not only inspired and guided the brand identity, but the client experience, too!
Chelsea worked with a candle maker in St. Charles, Missouri to create a custom scent, then I designed a label to go on the finished product!
Investment Guide
Before the Design Day, Chelsea was using a simple PDF with her wedding day photography collections and pricing, but she knew this piece could do more heavy lifting in her sales process with some improvements.
So, one of the items on the list to tackle was a more robust investment guide that would be focused on setting her business apart, highlighting the value and experience she offers couples, including copy that would appeal to her ideal clients (while also repelling those who aren’t a good fit), and guiding couples to the next step in the process.
Need your own investment guide? Check out this post and the template shop to get started.
Welcome Guide
Along with an investment guide, Chelsea also wanted to include a welcome guide that she could send to each couple who booked with her.
However, we went about this in a more unique way!
Because Chelsea has her client process set up to be streamlined and automated along each step of the way, she opted to do a simplified/evergreen version of a mini booklet that could be printed and included in her client gift box, rather than a PDF that would be emailed.
The result is a special print piece that helps elevate her branding and adds to the client education and experience.
Need your own welcome guide? Check out this post and the template shop to get started.
So, that’s the list of what we got done and why each piece was important for creating that elevated experience Chelsea wanted to offer her clients.
I want to note that the process of creating all these pieces was made much easier because she had initially started by investing in her branding first. Having a collection of custom design assets not only made the design easier to execute, but it made the end products more unique and unified!
Here’s a look at how all the pieces turned out and how all those custom branding assets were incorporated:
In my opinion, elevating your client experience as a service provider is one of the best ways to stand out in a saturated market. Plus, it has the added benefit of creating more word-of-mouth referrals (which are the highest quality leads in my experience!).
I hope this real-life example shows you what’s possible for creating an elevated, memorable experience and inspires you to think of how you can use brand collateral to stand out, go above and beyond, and help create a sense of ease in your process!
If you need help executing your vision for an elevated client experience, Design Days are the perfect way to overhaul your experience in a single day. Click here to learn more about them and all the possibilities these VIP-style intensives offer!
