Smiling woman in a white blouse with curly hair and glasses, looking confidently into the distance at a futuristic blue, starry sky effect featuring the FirstStar logo icon.

Stars Need Space to Shine

Building FirstStar’s brand foundations for future growth.

CLIENT

FirstStar Consulting Group

INDUSTRY

Talent development, education and training services

AE ROLE

Brand Strategist
Website Development
Content Development
Copywriter

BACKGROUND

In an era where digital presence defines business credibility, FirstStar Consulting Group (FirstStar) found itself at a pivotal crossroads. For a decade, FirstStar delivered transformative talent management services, leveraging founder Kelly Beattie’s 25 years of industry expertise, without a defined brand or website.

Building on this success, Kelly set her sights on expansion. But first, the company needed a brand platform and professional website to showcase their expertise and communicate their value to potential clients—establishing the foundation for FirstStar’s next phase of growth.

FirstStar’s Brand Messaging

  • Our purpose is to illuminate paths toward a brighter, more fulfilling future for all.

    FirstStar’s Purpose

  • Our mission is to empower individuals, teams, and organizations to unleash their full potential. To achieve this, we guide them in pursuing interconnected goals that foster resilient relationships, success, and fulfillment.

    FirstStar’s Mission

  • As innovative leaders in talent management, our vision is to revolutionize the modern workplace for a future where everyone thrives.

    FirstStar’s Vision

  • Creating constellations of success.

    FirstStar’s Standpoint/Tagline

behind the words
Creating Constellations of Success

  • Symbolizes a purposeful process to pursue and link many achievements or positive outcomes, creating a unified picture representing overall growth, development, and fulfillment.

  • Indicates that success is not about single, disconnected achievements but linking achievements over time to create a larger, more meaningful pattern of progress.

  • For company leaders: speaks to shifting mindsets or behaviors from individual results to organizational results—many interconnected “bright stars”, not just a siloed few.

  • For teams: speaks to creating interconnected achievements and successes across various areas that complement each other.

  • For individuals: speaks to how they can shine brighter and have a more profound impact in life or work.

FirstStar’s Visual Identity

GOALS

  • Develop a brand strategy and visual identity from the ground up that captures the company's verbal, visual, and emotional attributes to inform all marketing.

  • Develop a responsive website that reflects the company brand and business model.

  • Build brand awareness and credibility with target audiences.

STRATEGY

Brand:

  • Hosted a brand workshop with the company’s founder/owner to define the brand’s core identity, including purpose, mission, vision, key messaging and brand archetypes.

  • Conducted a competitive analysis to assess market positioning and uncover opportunities for differentiation.

  • Developed the brand strategy, positioning and messaging toolkit.

  • Collaborated with creative design consultant to develop the visual identity and style guide, including logomark, color palette, and typography, aligned with marketing best practices.

Website:

  • Developed a multipage website using the Squarespace platform that reflected the brand and messaging.

  • Selected Squarespace platform for its cost-effective design and low-maintenance requirements—aligning with FirstStar’s small business operations and resources.

RESULTS

  • Completed project on time and budget.

  • Project exceeded client expectations.

Next

M2 Group Brand + Website Development