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Abi Connick – Strategic Brand Identity Lab is a self-paced online training program created by Abi Connick, a brand designer and creative educator. The course is designed for freelance designers and branding professionals who want to move beyond selling standalone logos and instead offer strategy-led brand identity services that command higher-value projects. The curriculum teaches a complete workflow—from discovery calls to final brand presentations—so designers can position themselves as strategic partners rather than production-only creatives.

What You’ll Learn

The program focuses on combining brand strategy with visual identity design to create branding projects that solve business problems.

Key learning outcomes include:

• Conducting effective brand strategy and discovery calls
• Defining a brand’s mission, vision, values, and purpose
• Creating audience personas and competitor analyses
• Developing clear brand positioning
• Translating strategic insights into visual identities
• Building mood boards and creative direction
• Presenting brand strategy and design with confidence
• Reducing revisions through strategy-backed design decisions
• Positioning yourself to charge premium project fees

Course Modules

The course is divided into seven core modules:

1. Strategy Call Framework

• Conduct structured discovery sessions
• Ask better strategic questions
• Handle client objections
• Watch real client strategy call examples

2. Brand Foundations Playbook

• Define purpose, mission, vision, and values
• Organize client research
• Build a strong strategic foundation

3. Brand Positioning Mastery

• Create customer personas
• Research competitors
• Identify competitive advantages
• Develop brand personality and voice

4. Creative Direction Blueprint

• Turn research into visual direction
• Build strategic mood boards
• Gather inspiration efficiently

5. Presenting Brand Strategy

• Deliver compelling strategy presentations
• Collect constructive client feedback
• Handle common objections

6. Strategic Brand Design System

• Translate strategy into logos and visual identities
• Choose typography and color systems intentionally
• Develop cohesive brand assets

7. Flawless Presentation Formula

• Present complete brand identity projects
• Use structured feedback frameworks
• Prepare and organize final deliverables

Included Resources

Students receive access to:

• Over 200 learning resources
• Approximately 58 video lessons
• Downloadable PDFs, templates, and worksheets
• Strategy call frameworks
• Brand strategy templates
• Presentation templates
• Real client case studies
• Lifetime access
• 14-day refund policy

Who It’s For

This program is ideal for:

• Freelance graphic designers
• Brand identity designers
• Creative freelancers
• Design studio owners
• Visual identity specialists
• Designers looking to increase project pricing through strategic consulting

It is not intended for complete beginners with no design experience, as it assumes familiarity with design tools and branding fundamentals.

Pros

• Covers the entire strategy-to-design workflow in one course.
• Strong emphasis on practical frameworks, templates, and real client examples.
• Helps designers differentiate themselves through strategic thinking.
• Includes presentation systems that can reduce revision cycles.
• Lifetime access allows learners to revisit materials as needed.

Cons

• Focuses on branding strategy rather than teaching graphic design fundamentals.
• Best suited to designers who already have experience creating visual identities.
• Less relevant for creatives specializing in UI/UX, illustration, or motion graphics.

Overall Verdict

Strategic Brand Identity Lab is a comprehensive training program for designers who want to evolve from creating logos to delivering high-value strategic brand identity services. By combining client discovery, positioning, brand strategy, creative direction, and presentation techniques into a repeatable system, the course provides a practical framework for increasing both the quality of branding work and the value clients perceive. It is particularly well suited for experienced freelance designers seeking to move into premium branding engagements.

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