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Case Study: Kashaya Probiotics

Intuitive Brand Strategy & Product Positioning

→ The Challenge

When I worked with Anjali Pati, founder of Kashaya Probiotics, she was in the early stages of building her business. Her product was still in development, and she had no established branding, website, or finalized packaging.

→ The Strategy

Through intuitive brand strategy and consulting, I tuned into the company she wanted to create and recognized glass packaging as an important part of the product's identity and market positioning. I had a vivid impression of a fingernail tapping against a glass bottle—I could hear and see it! I recommended glass packaging, recognizing its potential to distinguish the product and communicate its quality, despite the higher cost.

I could hear and see it!

→ The Outcome

Kashaya Probiotics has since grown into an established health and wellness company known for its Kashaya Live-Biotic Yogurt. The company continues to use glass packaging, a recommendation made during our earliest conversations about the business.

This is an example of how intuitive brand strategy can inform practical business decisions, helping establish a distinctive product identity before a brand fully takes shape.

→ Testimonial

Beyond brand strategy, my work with Anjali also included intuitive readings and guided meditations, supporting her through both personal and entrepreneurial development.

"Finding Jessica in my journey has been such an incredible blessing. I was not only able to gain insight on my healing work throughout my previous lives, but I was able to better understand my journey and divine path in this lifetime. It became easy to stand strong in my power and accept my fate as a business entrepreneur and healer. The meditations she offered me put me in a different space, one I feel I have been before. As she recommended to ground myself every morning when I wake up, I have been able to pickup on insights and messages that weren’t brought to light before now. Highly recommended mentor, coach, and a beautiful spirit."

Case Study: Stencil Stop

Business Realignment, Brand Strategy & E-commerce

→ The Challenge

Stencil Stop’s website and business infrastructure had evolved through years of DIY decisions, leaving behind a disjointed online experience, inconsistent messaging, and content that no longer reflected the company’s direction. Product information and ordering processes lacked clarity, important resources were difficult to find, and the website was weighed down by excessive content and apps. The company needed a more cohesive approach to communicating its value, serving customers, and supporting its next stage of growth.

→ The Strategy

In a nutshell:

• Uncovered a New Audience

• Clarified Brand Direction

• Strengthened Messaging

• Reduced Bounce Rate

• Improved Search Visibility

• Streamlined Email Migration

• Established Consistent Brand Voice

• Simplified Customer Journey

• Expanded Audience Reach

• Improved Online Shopping Experience

I conducted an in-depth review of the website and business structure, working with the CEO to identify what needed to change and where opportunities existed. I restructured and rewrote extensive website and blog content, clarified product information and ordering pathways, redesigned the navigation to improve the user experience and reduce the bounce rate, and made customer support resources easier to find.

I also developed a comprehensive brand voice and tone guide, created a customer survey to support audience segmentation, and managed the migration of the company's email marketing platform. Through audience research, I identified six customer segments, including a significant audience the company wasn't directly marketing to: other businesses. This uncovered an opportunity to expand Stencil Stop's reach beyond its existing customer base, which I supported through audience-specific messaging, email segmentation, and targeted campaigns.

→ The Outcome

The work gave Stencil Stop a clearer direction for its next stage of growth, a more cohesive brand presence, and a stronger foundation for communicating with its customers. Identifying the overlooked business-to-business audience revealed a new avenue for market expansion, while the revised content, clearer customer pathways, and brand voice guidelines equipped the company with more effective tools for reaching its audiences and supporting future growth.

→ Testimonial

"Jessica has the ability to think through and create high-level concepts while simultaneously managing all the factors that go into that type of design…She understands how to think about a webpage from the perspective of multiple types of customer personas…[and she] has been able to create really great personas and has developed an excellent writing voice for our brand by balancing our mission statement with the habits and ideologies of our customers." - Colin, CEO

After

Before

→ Reduced Purchase Friction

After reviewing customer session recordings, I removed the Contact menu option to guide customers toward completing custom orders directly through product pages. I also revised banner messaging and worked with a teammate to simplify the free-shipping process.

These changes reduced unnecessary steps between product discovery and checkout. They addressed the friction that created a high bounce rate and helped keep customers on the site and moving toward purchase.

After

Before

→ Copywriting Examples

A few examples of the website copy I developed to clarify messaging, highlight key brand values, and improve the customer experience.

Stenciling Made Easy

I brought Stencil Stop’s ongoing product support into greater visibility by integrating it into product page headings and copy, reinforcing a key company value and helping customers understand the support available to them.

I consolidated previously scattered FAQ snippets into a dedicated section on the Contact Us page, making answers to common questions easier to find and helping customers resolve issues without contacting support. I wrote the copy and used CSS to create the table layout.

→ Expanded Audience Reach

Identified six customer segments, including an overlooked business-to-business audience, and developed targeted email campaigns to help Stencil Stop reach new customers and create additional opportunities for growth.

DAY-TO-DAY BUSINESS NEEDS

CUSTOMER SEGMENT