For more than 20 years, Dana was known for Dana Shortt Gourmet, a beloved Waterloo food business she has since sold. Her new venture, Next Chapter, risked being read as a rebrand of the shop. The identity had to make a clean break from her past business while carrying forward the trust she’d built over two decades.

I led the project end to end: strategy, identity, website, photography, experiential assets and the newsletter. Every touchpoint was grounded in one idea: life’s next chapter isn’t something to fear, but something to look forward to.

• Repositioning Dana, not just restyling her. The strategy moved her from food business owner to guide for life’s transitions. Her equity shifted from a product to a feeling: confidence, connection and reinvention.

• A distinct identity, not an evolution. Building on the old brand would have kept the Gourmet association alive. A new identity and an elevated visual language let Next Chapter stand on its own, while Dana herself carries the trust forward.

• Story first. Rather than lead with services, every touchpoint tells the same story, so the brand feels like an invitation rather than a menu of workshops.

One brand system covers strategy, identity, website, photography, experiential assets and the newsletter. The website’s clear narrative and hierarchy let first-time visitors understand right away what Next Chapter is and who it’s for, clearly separate from Dana’s previous business.

The brand launched to strong traction:

• An 81% open rate on the first newsletter

• A sold-out debut workshop, a sold out second workshop with the third already filling

• Warm reception from clients and audience alike