Introducing My New Brand! [+ the story behind it]

June 11, 2018

I'm allie

I'm here to shake things up and challenge the status quo of motherhood. Let's throw out the old rulebook and create a new narrative where moms are living their dream lives unapologetically.

hi, friend

Feel like you need a total revamp?


I get it, daily routines can be overwhelming. But you? You're seeking life ownership. Dive into this beloved guide and tap into easy self-reflection, without overtaxing your brain.

My brand is a direct reflection of who I am. And since I’m human, I’m always changing.

I’ve been walking further down the path of simplifying and intentional living, and lately, I’ve been in a season of pruning.

In my business and in my life, there have been things I felt like I had to do in order to serve and show up for other people – some things were good and worked fine once, but then they stopped working.

Because of the drain on my energy, those things weren’t actually serving anyone – not even the people I was trying to hard to show up for.

They pulled life from me in a way that meant I had none left to give in other areas that matter.

I have been letting go of those things with a confident knowing that I will be better for it, and so will the people I serve.

Did you know that in vineyards, the vines that are not fruit-producing are pruned (cut back, trimmed) in order to give more water and energy to the vines that are producing fruit?

In the past six months alone, I have cut off two branches of The Purpose Group Incorporated (the official entity of my business, which owns this website and The Purpose Show).

Those two branches were The Purpose Society (my monthly membership site) and These Solid Walls (my print shop).

These two things were vines that needed to be pruned in order to reserve water and energy for the more fruit-producing branches. Even though they weren’t bad ideas or rotten vines, they just weren’t my purpose and they were pulling my focus from more important things.

Just because something is a good idea doesn’t mean it’s a good idea for you or for this time in your life, and God set me free by showing me that.

This has been a really impactful, deeply transformative time in my life. Learning what to say “no more” to and what to say “let’s grow more of this” as a business owner and influencer has caused me to really work on my heart and seek God.

When a change like this takes place in you as a person and YOU are your brand, it’s hard to look at your current brand aesthetic the same way. Because, like I said, my brand is a direct reflection of who I am, it starts to feel like you’re producing content on a platform that isn’t yours.

It’s almost like you’re boxed in to the old things you just let go of.

It might sound silly, but seeing the colors, fonts, and feel of my old brand had started to feel crippling to my creativity. I needed my brand to change to fit me better.

The thing is, as a brand, you don’t want to do this often, if ever. It can really harm your reach if people don’t recognize your images on social media, and it is part of my job (and my team’s job) to make sure you see what I’m putting out.

The message I am sharing is something I take incredibly seriously.

I know if any mom hears it and takes action on it, God will use it to change her entire motherhood.

Motherhood is what is shaping the future of our world, so this matters greatly.

See? Told you I take this seriously 😉

So, it was important to me not to change too much about the general “feel” of my brand, as I didn’t want to hurt the spreading of the message behind it. 

I weighed it out in my head over a couple of months and finally decided a change was worth a small risk, because the new brand would reflect more of what you get here at Allie Casazza dot com – minimalism, less, simplification tips, encouragement to live well and to live your life on purpose.

This was worth the change to me.

I started opening my eyes to ideas for fresher colors and praying that God would guide the steps of this rebrand.

One day, I was browsing a strip of small local shops and there somes prints of paintings created by a local artist. There was one piece of art that immediately caught my eye and brought up emotion.

  Artist credit

Artist credit

It was so simple. It made me think of an open door of opportunity… it made me think of what I do here in this little space on the internet.

I bought it and put it on my mantle, staring at it anytime I sat in my living room for weeks.

I want what I do here to feel like the message in that painting – like an open door of opportunity for mothers all over the globe.

  Artist credit

Artist credit

If you make small, positive changes, if you start to look at the things in your home and on your calendar with a little more intentionality, your life is going to rapidly and seriously transform.

That’s a door of opportunity for you if I’ve ever seen one!

The painting I bought, although my new favorite, was a little dark. I like my brand to breathe and feel light and airy, so I knew I wouldn’t be totally borrowing from the artist when I used this piece as my rebrand inspo.

It needed to be a jumping off point, not the end all be all.

After a few more weeks of praying, searching, and just letting inspiration find its way to me, I had put together the new brand in my head.

I had over a month of time off scheduled and it was rapidly approaching. I couldn’t bear to keep this to myself all that time, so I scheduled an evening meeting with my designer in my cozy backyard, and I poured all the stuff in my head into his while he created some mockups of what the brand would look like.

After a little fine tuning and moving things around, we had it.

I told him I wanted a paint brush stroke in the brand somehow. When you see it on an image, know that the brush stroke symbolizes a couple of things…

First, it’s symbolic of my own creative journey as a mother – finding myself outside of being a mom, and developing my love of painting.

But mostly, it symbolizes you, friend. It’s a nod to your part in all this- taking what I give you and making it your own, creating the life you want and making it happen for yourself and for your family.

I wanted the colors to quiet down and reflect minimalism, and the idea of less better than they were. They used to be happy and cute, but just not right for this space – it was a lot, and I’m not about a lot.

I wanted muted greys, my signature dusty blush toned down a notch, and the exact navy from the painting.

Designer Derek nailed it.

Lastly, we freshened up the fonts to reflect less, to be modern and attractive, and to bring more “happy” to the feel of my new brand.

Done and done.



I feel so invigorated by these new changes, and I hope you do too.

But here’s what I want you to know, branding aside…

You can do this. This motherhood thing – it’s dang hard and it will pull your energy from you in ways you didn’t know was possible before you stepped into it.

But it’s beautiful and humbling and so full of opportunity! I don’t want you to miss that like I did in the beginning of mine.

This can be so good. And if it’s awful – if you’re pulling your hair out, constantly cleaning up and getting your kids out of your way so you can “catch up” even though you never do, hear me… 

It does not have to be that way for one more day! You can make changes that last, that matter.

It doesn’t have to be so chaotic and overwhelming that you’re counting the minutes til your kids go to bed.

I want you to have a few days like that here and there (that’s normal), not live every day in that place. Because when you live there, you’re not able to pause and really enjoy the gift of this short season of raising babies.



Intentional motherhood starts at home.

Take ownership, get your time + your life back.

It’s the blink of an eye and then it’s over and they’re gone.

I’m here to walk with you as we step into purpose, as we grab onto hope, as we ask ourselves the questions –

Is this necessary?

Is it helping me live a focused life of purpose?

Can I let this go?

I want JOY and less for you, friend. So that you can enjoy MORE of what really matters. That’s what my brand, and everything that falls under it’s umbrella is all about.

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I'm here to shake things up and challenge the status quo of motherhood. Let's throw out the rulebook and create a new narrative where moms are living their dream lives. Unapologetically.

Allie Casazza

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