Charyl Denomy Lieder
REBRAND, BRAND PHOTOGRAPHY, WEBSITE
how we worked together
Rebrand
Brand Photography
Website
Collaborators: Mai Mongelous (design) and Jennifer Galea (photography)
ABOUT CHARYl DENOMY LIEDER
Charyl Denomy Lieder is a certified bookkeeper and business coach who blends financial clarity with strategic insight to help women entrepreneurs build stronger, more sustainable businesses. Her approach goes beyond the numbers—offering compassionate, judgment-free support that empowers clients to understand their finances, make confident decisions, and create businesses that truly serve their lives.
With a background in bookkeeping and a deep commitment to education, Charyl supports her clients through a combination of practical tools, financial literacy, and business coaching. Her services are designed to meet women where they are—whether they need help getting organized, navigating growth, or developing systems that support long-term success.
The starting point
When Charyl and I began working together, she was still using the branding, website, and photography she had launched with years earlier. While her business had grown and evolved to include deeper coaching, education, and strategic support, her brand hadn’t grown alongside her. Her visual identity no longer reflected the full scope or sophistication of her work, and her existing professional photos were outdated. It was clear that the overall brand presence—while once a great fit—needed to be elevated to match where Charyl was now in her business journey.
the goal
Our goal was to honour the essence of Charyl’s original brand while giving it a modern, intentional refresh. We wanted to refine the iconography, colour palette, and typography to feel more elevated and timeless—while moving away from anything that felt overly gimmicky or misaligned with Charyl’s grounded, compassionate presence. We also focused on reshaping her brand voice and messaging to clearly reflect the value of her work, and to create a more welcoming and trustworthy experience for prospective clients. The new brand needed to convey both warmth and clarity—positioning Charyl as not just a bookkeeper, but a deeply strategic partner for small business owners.
the Rebrand
The rebrand process for Charyl Denomy Lieder was all about elevating and refining—bringing her brand in line with the depth, clarity, and maturity of her work today. While Charyl’s original branding held meaning and warmth, it no longer fully reflected her evolution as both a bookkeeper and coach. That said, there were elements she still loved—especially the owl in her logo, which symbolized wisdom and guidance. Rather than start from scratch, we focused on updating these elements with intention.
We created a more modern, elegant version of the owl icon—something that still felt rooted in her original identity but with a more polished, professional execution. Charyl also wanted to maintain the essence of her original colour palette, so we refined it with warmer, earthier tones that better reflected her grounded and calming presence. To round out the new identity, we selected typography that felt more mature, a touch more feminine, and softly sophisticated.
To add clarity and context to the logo, we introduced a simple but strategic tagline beneath her name—clearly communicating what Charyl offers and anchoring the brand in both function and feeling. The final result is a cohesive identity that reflects the experience, warmth, and wisdom Charyl brings to every client relationship.
the website
The goal for Charyl’s new website was to create a streamlined, modern online presence that truly reflected the current and future state of her business. While her original site included messaging that still resonated, there were also sections that felt cluttered or misaligned with where she had grown—and where she wanted to go. We needed a site that was not only visually aligned with her refined branding, but also clear, intuitive, and purposeful.
Working collaboratively with Charyl, we designed and built a website that feels calm, confident, and easy to navigate. We rewrote all of the content to strike the right balance between SEO optimization and authentic, human-centred messaging—retaining the warmth of Charyl’s voice while providing clarity around her services. The site guides visitors through her offerings with simplicity and ease, building trust and encouraging action.
The result is a cohesive, elevated website that brings together visual design, strategic messaging, and user experience—positioning Charyl as a trusted partner for entrepreneurs seeking both financial clarity and compassionate business support.
The Photoshoot
While Charyl had beautiful professional photos from when she first launched her business, it was time for a refresh. With a new brand direction and website on the way, we coordinated a brand photoshoot that would align visually and strategically with her updated identity.
I worked with Charyl’s brand colours and overall aesthetic to curate props and vignettes that felt natural, intentional, and true to her personality. The goal was to create a library of imagery that could be used seamlessly across her website and marketing materials—images that felt warm, grounded, and reflective of the real Charyl.
We partnered with photographer Jennifer Galea for a one-hour brand shoot and captured a collection of photos that bring Charyl’s brand to life (and had a lot of fun doing it). You can view some of the images below, or visit her website to see them in context.
the feedback
After several years, my branding and website were overdue for a refresh. Elizabeth made the entire process feel easy from start to finish. She's positive, enthusiastic, and incredibly savvy. I've worked with other designers and developers before, but working with Elizabeth was on another level. She has a clear, organized process and understood my vision and values right away. She translated them into a brand and website that truly reflect who I am. On top of that, she delivered everything quickly and with care.
CHARYL DENOMY LIEDER
Have questions?
If you have questions or you’re interested in learning more about how we can work together, feel free to contact me.
ready to connect?
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