Strategic branding and storytelling for a change-making leader
I’m so excited to share the launch of Lane Consulting. A bold, intentional, and deeply strategic project that brought together full-scale branding, custom website design, and conversion-driven copywriting for one of the most inspiring leaders I’ve had the pleasure of working with.
Lane Consulting isn’t your typical business consultancy. Amy, the brilliant woman behind the brand, is a powerhouse in the world of organisational change, the kind who doesn’t just steer the ship, but actually reimagines where it’s going. She brings clarity, communication, and momentum into every room she walks into. So naturally, her online presence needed to do the same.
What we created for Lane Consulting
This was a full creative experience, from the ground up. We started with corporate branding that feels fresh, professional, and uniquely Amy – grounded in authority, but still full of warmth. Every visual element was crafted to reflect her voice: clean, elegant, confident.
One of the most thoughtful details we incorporated? A set of five custom origami illustrations, each chosen to represent a key theme in Amy’s consulting approach:
- Origami Crane – a symbol of peace and intentional transformation. It reflects Amy’s ability to guide teams through high-stakes change with steadiness and care.
- Origami Airplane – all about perspective and movement. It represents the clarity Amy brings, helping leadership teams rise above the noise and see the bigger picture.
- Origami Rocket – symbolising ambition and acceleration. Once the vision is clear, Amy’s work helps organisations move forward quickly and powerfully, with strategy to match.
- Origami Star – a nod to excellence and standout leadership. This piece celebrates the inner potential she helps clients unlock, both in individuals and teams.
- Origami Boat – navigating uncertainty with skill. Whether it’s crisis management or long-term growth, Amy brings the tools and mindset to help her clients stay the course.
Each origami shape was woven throughout the brand visuals and slideshow homepage to guide users through Lane Consulting’s story, from discovery to transformation.
From there, we designed a bespoke website and wrote conversion-focused copy that feels grounded and human, while also appealing to the corporate market that Amy is targeting. Strategic structure, clean design, and messaging that leads with clarity. The result? A powerful digital home for a powerhouse consultancy.
The result
A brand that reflects the true depth of Lane Consulting’s work, a site that positions Amy as the expert she is, and a digital home that’s ready to support the big moves she’s about to make.
Tell me a bit about your business and what brought you to start it in the first place?
After 15 years serving in executive roles, I noticed whether I was working for a small, lean nonprofit or a large company, organizations face similar challenges:
- Great employees are promoted to first-time managers and they don't have a playbook to follow. Many are left (like I was) reading books and taking classes in their free time to make sure they become good leaders.
- Change will always happen and the organizations that make it through change well are actively and intentionally managing the change with their employees internally and also engaging transparently with their customers and stakeholders.
Overcoming these two challenges became the theme of my career, and I decided the best way I could help other busy executives was through creating Lane Consulting. We specialize in realistic change management, common sense communication and executive coaching for groups as well as 1:1 sessions.
What is one lesson that you wish you knew from the beginning?
I really believe all the hard lessons we learn make us more empathetic managers and better teachers, so I'm grateful for them!
I will share the biggest time saver I've learned and that is to truly take the time to listen and ask questions before you react. Many times as a manager, we react quickly and jump into solving before we truly understand the problem we are trying to solve.
What was your “AH-HA” moment that made you take the plunge into this business?
I started noticing a theme in my career. I would race toward a big challenge, work really hard to bring about a major change and just when the team was in “maintenance mode,” and everything seemed easier, I would start itching for another challenge. A mentor told me, “Amy most people don't run toward the fire, but you do. It's a gift. You should start thinking about how you can multiply your impact.” That's how Lane Consulting was born.
Out of all the amazing designers out there, why did you decide to work with us?
I know how deceptively hard it is to make a design look simple. I loved the beautiful simplicity of the sites I saw, and I knew the Gillian Sarah designs would match well with my brand. Specifically, I noticed their designs were subtle, classy, professional and thoughtful.
What was your favourite part of the design process?
My favorite part was that Gillian listened to what was missing from my initial brand concept, understood my vision and very quickly brought it to life.
I enjoyed that I always knew where we were in the process without needing to check in or bother Gillian. Workflow made the process super easy to follow and kept everything moving.
