stories from the soul

Your many interests aren’t a branding flaw, they’re part of your magic. This piece is for the multi-passionate founders who don’t fit in a single box and don’t want to. Learn how to root your brand in a clear purpose, weave together your passions and build a brand that feels expansive, human and true to you.

Your brand, like you, isn’t meant to stay still. Over time, it grows roots, shifts direction, and expands in ways that deserve to be reflected outwardly. This post explores the soulful side of rebranding—how to recognize the signs you’re ready for change, why it matters, and how realignment can breathe new energy into your creative work. At Humm House, we see rebranding as a season of renewal—a chance to shed what no longer fits and make space for what’s next.

I connected with Brigitte in person (!) while visiting Ashland, Oregon, where I had lived for around 4 years, and I instantly felt that we on a similar wavelength. We were both working in our respective ways to take the stuffy out of strategic and add in a hefty sprinkle of care and warmth into our work. She was looking for a brand refresh to better reflect where she was and wanted to be in the future. I spoke with Brigitte to hear a bit more about the branding process, her business and how she integrates human design into her offerings.

Some brands look beautiful, but don’t feel alive.They’re perfectly polished, thoughtfully curated, yet missing something essential. That unique humm, that spark of connection, warmth and presence that makes people feel something real.

Before Humm House, my hands were in the dirt, working on farms and in kitchens, tossing salads and feeling the pulse of nature under my fingertips. I had a degree in Conservation & Resource Studies from UC Berkeley and wanted to make a difference, but I also craved autonomy, fluidity and flexibility. Working for myself felt like the only way to honor both.

Brand positioning is your brand’s compass—the clarity that guides your message, visuals and impact. We'll explore what brand positioning truly means, why it’s essential for building trust and recognition and how to develop it through intentional brand strategy. We see it as an adventure in alignment: discovering your story, defining your direction, and crafting a brand that hums with purpose and soul.

Humm House is a 1% for the Planet Member! That means that 1% of every project, every logo, brand strategy, or design system I create will be donated directly to vetted environmental nonprofits doing the real, boots-on-the-ground (or fins-in-the-water, or trees-in-the-soil) work of protecting our planet. From ocean conservation to climate justice, these organizations are leading the charge—and I’m proud to support them.

As the world becomes more fast-paced and digital, people are craving groundedness, calm, and connection—qualities that nature offers effortlessly. That’s where biophilic design comes in. While it’s often associated with architecture and interiors, its principles are just as powerful when brought into the world of graphic design, branding and web design.

I’ve worked with all kinds of people doing meaningful work in the world — from solopreneurs launching heart-led ventures to nonprofits protecting wild places. What they share is a deep sense of purpose, and a desire to create something that’s not only successful but also soulful.