Behind our rebrand - Part 1

February 6 2022

You may or may not have heard, but Paige Digital is rebranding! And changing names! Yep, it’s a huge decision to make, but I knew it was now or never. Between people calling me Paige (embarassing for them, not a feeling I want to be associated with my business) and the Digital part of the business being less important than the design side, the name had to go. So the new business name will be Design Salad! I’m telling you early so it has time to sink in. But also so you can join me on the rebrand ride from strategy to mood board to logo design to everything!


Once the name was decided and bought, I took myself through my new comprehensive brand strategy process. The final result is a 35+ page document that tells explains exactly why this business exists, who I serve best, how they want to engage with brands, and why.

For Design Salad, I first looked at past clients and thought about who I was able to help the most, who gained the most and what kinds of projects I enjoyed. Where these crossed over are my target audience and main service. SO WHO ARE THEY? I can hear you asking!

Design Salad has 2 target audiences: One is women solo business owners early in their business journey who really value great design. They often buy things for the beautiful packaging. As their businesses are young, each financial decision feels like a big risk, so they have lots of questions and need a high-touch, nurturing approach to the design process. I love these women! That might be you! I love your passion for your craft, your dedication to integrity and wanting to be kind to the planet while doing it. Is this seeming creepy now? I apologise! This is the power of thorough research.


Photo of Candice holding an open book up and peeking over the top

The second audience is women founders who run successful businesses with up to 10 employees or sub-contractors. Perhaps this is you! You’ve done well so far by hustling hard, working quickly and efficiently and refining your product/service. But now you’re at a plateau. Perhaps a few short-cuts were taken early on that are now showing. Customer loyalty, word-of-mouth referrals, and collaboration offers could be better. When you look at the competitor landscape, you don’t feel the brand stands out, or really owns its spot on the map. You’d like help identifying the problems behind this and will invest to have new branding done intelligently and creatively. Again, if it got creepy, sorry!


Most businesses don’t overtly say who their target audience is, in such blatant terms!

Why am I so comfortable telling you this? Well, I have nothing to hide! If you signed up to receive my emails, it’s likely you fall into these two audience types anyway. The other reason is to demonstrate how your audience will feel when you really resonate with them. You got a tingle right?! I was pushing the envelope a little to prove the point. But you get the picture now, this stuff is powerful!

Photo of Candice leaning against a textured white wall in the sunshine and smiling. She has long curly hair and a colourful jacket on.

Candice is the founder of Paige Digital, a rebellious design studio helping climate-consious women business owners shine brighter than ever before.

Paige Digital specialises in thoughtful brand strategy and unique brand identities infused with artistry. 

If you’re thinking about whether rebranding is right for you…