The Identity Dept

Reserve your spot in the next cohort of The Founding Protocol, kicking off May 2026.

The Founding Protocol is the psychology-led brand strategy and messaging intensive designed to rebuild the foundation of your business. If your brand hasn't caught up with your evolution, this 4-week protocol will restore your clarity, eliminate messy messaging, and give you a system you can use every time you pitch, post, or sell. Stop the cringe, end the frustration loop, and finally build a brand that feels like coming home.

MIhaela

CEO Burnout Labs
This is not the average branding program.

It’s a process of remembering who you are, who you serve, and how to say it without second-guessing yourself into oblivion. It gave me language, structure, and confidence, but more than that, it gave me relief. Highly recommend it to anyone building something real.

Margaux

Founder, Fauna Care
This is the best investment you can make for your business.

If you think you're clear on your vision now, you don't know how clear you can actually get through The Protocol.

I never would have expected it to transform my business and the way I do business in the way it did. I'm an online course junkie, and this is NOTHING like anything else out there.

Things have felt so raw and real since I got down to the brass tacks of what really fuels and motivates me and applied that to my brand values and voice pillars.

My communication about my work is suddenly crystal clear even when I don't have to words for a specific thing, because I feel so rooted in the basic foundation of my work. Now everything I do and say is on-brand! Really gets ya all warm and fuzzy, doesn't it?

Sam

Founder, Sam Support Co
The Founding Protocol is transforming my business.

I feel so freaking clear now in how to explain myself. Transformational! This feels like the most authentic version of myself and the most fully realised version of my business.

I don’t even have the words. You’re changing my world. You’re changing my business. I’m so grateful, and I’m so grateful to myself that I said yes to this. Thank you.

The Identity Dept

15 left! 🔥

What You'll Get:

  1. 4-Week Intensive Protocol: A structured, psychology-backed process to excavate your identity, activate your brand voice, and build a conversion-optimised messaging strategy.
  2. Live Workshops & Personal Feedback: Show up to weekly live coaching calls and receive recorded, personalised notes on your work to ensure maximum clarity and application.
  3. Agency-Level Toolkit: Receive a custom toolkit of strategic assets you'll use every time you pitch, post, or sell, tailored for small business owners.
  4. Strictly Capped Cohort: Guaranteed individual attention and high-quality coaching with a maximum of 8 participants per cohort.


Objective: Restore brand clarity and prevent further violations.