“Art in Motion Graphic Design” had served me well. It brought in lots of great clients, paid the bills, and clearly communicated what I did. But there was a problem—it was also limiting everything I could become.
When I started “Art in Motion Graphic Design,” the name made perfect sense. I was a graphic designer. I created visual art. Case closed.
But here’s what I learned over 27 years in this industry: clients don’t just need graphics that “look nice” – they need growth and results.
That’s why many clients choose me. I make it clear from our first conversation that I’m not an “order taker” who simply makes things look good. My focus is on making them effective. Every design I create is built on strategy – understanding what drives customer behavior, what motivates purchases, and what actually moves the needle for your business.
Whether it’s a simple logo or a comprehensive rebrand, that strategic foundation is at the core of every project I take on. Because at the end of the day, truly good design converts. If it’s not delivering results, it’s not doing its job.
The problem with all of this is that my brand name was not telling people this very critical part of my process.
Every time someone heard “Art in Motion Graphic Design,” they immediately categorized me. Graphic designer. Visual stuff. Creative services. The conversations that followed were always about logos, brochures, and website layouts—never about strategy, psychology, or business growth.
I had accidentally branded myself into a corner.
The wake-up call came during a client meeting. A business owner was explaining his marketing challenges—declining sales, confused messaging, customers who didn’t understand his value proposition. Classic brand strategy problems.
I started talking about customer psychology, messaging hierarchy, and strategic positioning. “This is exactly what we need,” he immediately said. “Can you help us with this?”
When I said “Yes, I can. Let’s start with rewriting the copy on these pieces…it’s not communicating clearly.” Before I could finish that thought, he interrupted me and said “Whoa, wait…you write copy? I thought you just did graphic design…”
That’s when it hit me. Writing copy for everything from palm cards to entire books, crafting strategies, researching marketing channels, expert positioning – I had been doing this and much more for years for numerous clients. But those conversations always came out when I offered them. People were not reaching out to me for this on their own because my brand name was actively working against me. No matter how strategic my thinking or how comprehensive my solutions, “Graphic Design” in my company name meant I’d always be seen as the person who makes things look pretty—not the person who does all of that and so, so much more.
Enter “Cortex Creative.”
The name change wasn’t just cosmetic – it was strategic repositioning. Here’s what the rebrand accomplished:
Expanded my perceived expertise. “Cortex” references the brain, intelligence, and strategic thinking. Suddenly, conversations weren’t about design execution—they were about business intelligence and growth strategy.
Leveraged my full experience. Twenty-seven years in advertising, marketing, design, and branding could finally be part of the conversation. I wasn’t “just a designer” anymore – I was a strategic partner with decades of insight.
Opened new service possibilities. Without “Graphic Design” limiting expectations, I could offer brand strategy, customer psychology analysis, marketing planning, and growth consulting.
Attracted clients who were looking for partnerships, not just someone to do a “quick project.” I happily serve those too, but my goal is always to be any client’s “go to” person for more than just graphics.
But the largest difference it has made? It changed the conversation entirely. Instead of “Can you design this?” it became “Can you design this in such a way that it helps us solve this business challenge?”
Here’s what I learned about strategic positioning through my own rebrand:
Your brand name sets expectations before you ever speak. “Art in Motion Graphic Design” set tactical expectations. “Cortex Creative” sets strategic ones. Same person, same skills, completely different positioning.
Limitations become self–fulfilling prophecies. When your brand suggests you only do one thing, that’s all people will ask you to do—even if you’re capable of much more.
Strategic thinking is more valuable than tactical execution. Clients will pay premium prices for someone who understands the psychology of why people buy and can craft messaging that converts.
Partnership beats order–taking every time. When you’re positioned as a strategic partner rather than a service provider, everything changes, including your relationship with that client. It becomes less about “hired help” and more about mutually beneficial alignments.
The rebrand didn’t just change perceptions—it transformed my business:
Higher–value projects because clients saw strategy, not just design Better client relationships built on partnership, not transactions
Expanded service offerings that weren’t limited by “graphic design” expectations Premium positioning that attracted growth-minded business owners
Deeper impact on client businesses through strategic thinking, not just visual execution
What This Means for Your Brand
If you’re feeling boxed in by your current brand positioning, you’re not alone. Many successful businesses outgrow their original positioning and need to evolve.
Ask yourself these questions:
Does your brand name accurately reflect everything you do today? Are you having conversations about strategy, or just execution?
Do clients see you as a partner or a vendor?
Is your positioning limiting the fees you can command?
Are you attracting the right type of clients for where your business is headed?
The Strategic Positioning Lesson
My rebrand taught me something crucial about strategic positioning: your brand isn‘t just about what you do – it‘s about how you want to be perceived, what conversations you want to have, and where you want to take your business.
“Art in Motion Graphic Design” was accurate but limiting. “Cortex Creative” is strategic and expansive. Same expertise, completely different market position.
The difference? One positioned me as someone who executes designs. The other positions me as someone who solves business problems through strategic thinking and creative intelligence.
The Bottom Line
Sometimes the biggest barrier to your business growth isn’t your competition or your market – it’s your own brand positioning.
If your brand is boxing you into conversations you’ve outgrown, services that don’t reflect your full capabilities, or fees that don’t match your value, it might be time for a strategic repositioning.
The question isn‘t whether you need to evolve your brand—it‘s whether you‘ll do it strategically or let it happen by accident.
Ready to unlock your brand‘s full potential? If your current positioning is limiting your growth, let’s have a conversation about strategic brand positioning that opens doors instead of closing them. Sometimes a strategic rebrand isn’t just a nice-to-have—it’s the key to unlocking the business you’re meant to build.
