A Brand Strategy Case Study for Zargarian Consulting: Creating Clarity for a Business Built to Scale

How brand strategy and a design-intensive approach helped a systems strategist clarify her message, launch new offers, and build a brand her team could rely on.

Mary at Zargarian Consulting helps creative business owners organize their workflows and build sustainable businesses. Using her SYSTEM™ philosophy, which stands for Save Yourself Stress, Time, Energy, and Money, she supports clients who want to work smarter and create businesses that fit their lives.

When we began working together, the vision was strong. The challenge was communicating that vision clearly and consistently, both to potential clients and behind the scenes as the business prepared to grow.

This project was completed in March 2024 and combined a Brand Strategy Design Map™ with an Intensive Design Excursion™, resulting in a strategic mini-brand designed to support Mary's next phase of growth.

Brand Strategy Case Study Overview

This brand strategy case study shows how a focused strategy and a design-intensive approach helped Zargarian Consulting clarify her positioning, simplify her messaging, and build a brand foundation that supports both visibility and growth.

Where She Was

Zargarian Consulting had the drive and ambition of a growing agency.

The work was meaningful, the results were real, and the long-term vision included expanding her team and launching new offers. However, things felt unorganized behind the scenes.

Her brand identity did not fully show her expertise. Messaging was harder to express than it should have been. The systems she helped clients build were not clearly demonstrated in her own brand and marketing.

Mary did not need more ideas. She needed clarity, structure, and alignment.

What Needed Clarity

The brand strategy focused on:

→ defining her unique value proposition,

→ clarifying how to talk about her SYSTEM™ philosophy,

→ aligning messaging with future-facing goals,

→ and creating a strategic foundation that her team could reference and use.

This strategy work became the anchor for every decision that followed.

“My brand has helped me realize my unique value proposition and how to talk about who we are and what we do. I refer to my design map often and insist my team members do as well.” — Mary Zargarian, Zargarian Consulting

How We Navigated It Together

Once we had a clear Design Map™, we moved into a Design Excursion™ to put the strategy into action.

For her design intensive, we focused on creating touchpoints that would help her reach her immediate goals:

→ launching her ClickUp-related offers

→ increasing brand visibility on YouTube and LinkedIn,

→ and preparing for team growth.

Testimonial Image: “Ashley captured my vision, voice, and ideal client in a Design Map™ that guides all my marketing. It showed me what makes my business unique.”— Mary Zargarian, Zargarian Consulting

The design work included:

✓ a mini brand identity with logo variations for layout flexibility,

✓ content pillars informed by strategy to inspire on-brand messaging,

✓ and a Canva template system to speed up content creation.

The process was organized yet flexible, with clear communication, a steady pace, and feedback delivered via Loom video walkthroughs.

“I enjoyed that I felt guided every step of the way — with the intentional timing of the emails, the forms, and the consultation sessions.” — Mary Zargarian, Zargarian Consulting

Flexible Canva templates designed to help Zargarian Consulting show up consistently across platforms without slowing down content creation. Designed by Logodentity™

The Brand That Emerged

The new brand reflects the bold, efficient spirit of Zargarian Consulting.

It is clear but not rigid, and confident without being overwhelming. The visual system supports her message, making it easier to maintain a consistent presence across platforms.

Most importantly, the brand is practical. It gives her team a shared language and visual direction, making things smoother as the business grows.

“I absolutely love my logo and brand colors. It feels like it has presence and is unlike anything else out there — uniquely me.” — Mary Zargarian, Zargarian Consulting

What Changed Afterward

With Zargarian Consulting’s updated brand, Mary and her team launched new offers, communicated more clearly with her audience, and achieved stronger internal alignment as she prepared to scale.

An Invitation to Start With Strategy

Not every business needs a full Brand Voyage™ right away. But every strong brand begins with clarity.

The Brand Compass Call helps determine if a Design Map™, Design Excursion™, or a full Brand Voyage™ is the right next step for your business.

If you are building something meant to last and want your brand to support that vision, we would love to explore what is possible together.