I see what you don’t see
My superpower isn’t creating something from nothing—it’s revealing what's already there. Like a mirror reflecting back your best self, I help you see the magic that's been hiding in plain sight all along.
Hello there, I’m Calvina
I didn't always have this business: the brand transformations, the strategic systems, the clients who cry when they see their new brand for the first time and say, “I feel so seen!”
In fact, just over a decade ago you could have found me behind the camera, running a photography business and thinking I had it all figured out. But something kept nagging at me. I'd deliver these beautiful photos to clients who then had no idea how to use them effectively because their overall brand was a hot mess. (Sound familiar?)
Looking Back…
I probably should have known that the little girl who redesigned product labels for fun, who pressed flowers and rearranged them into intricate new compositions, and who obsessed over the perfect color combinations for friendship bracelets (each friend got colors that matched their personality, obviously) would grow up to be obsessed with helping others express themselves visually...
At the age of 9, I moved from Guangzhou, China to America without knowing the English alphabet. Talk about a crash course in communication! That experience of having to quickly adapt and find my voice taught me something valuable: clear communication cuts through all the noise. Little did I know, that lesson would become the foundation of the brand strategy business I run today (and save me from many awkward middle school moments).
Looking back, all the signs of a future brand strategist were there—I just didn't have a name for it yet!
What I REALLY believe about branding
(Warning: May ruffle some feathers)
Your pretty logo won’t save you
Sorry to burst your bubble, but that gorgeous logo you spent thousands on? It's not going to magically fix your business if your messaging is a hot mess. Strategy before aesthetics, ALWAYS. I'd rather have clear messaging with a simple wordmark than a stunning visual identity that says absolutely nothing.
In an industry built on client dependency, I'm doing something wildly controversial—I'm actively working to make myself unnecessary. While most designers create systems that keep you coming back (and paying) for every tiny update, I'm building brand frameworks that give you independence. My business model might make traditional agencies cringe, but I believe your success shouldn't require my ongoing involvement.
I’m designing myself out of a job (on purpose)
Pinterest-perfect is overrated
I don't care what's trending on design blogs. Your brand shouldn't look like everyone else's Instagram feed. The most effective brands come from deep listening, not from chasing whatever aesthetic is currently hot. Authenticity converts better than trendy ever will.
Controversial take: your brand isn't set in stone once it's created. It should grow and evolve as your business does. That perfectly polished brand bible that can never be altered? That's a relic. Flexibility beats rigid perfection every single time.
Your brand should evolve (gasp!)
I won’t reinvent you
I don't transform clients into someone new and shiny—I help them recognize and express who they've always been. If a branding expert tries to make you into something you’re not, run! Your brand should feel like your most authentic self, just with better outfits.
Safe spaces beat conformity
I create environments where clients can explore who they truly are, rather than making them conform to some template of what I think they should be. This might shock those who believe the designer always knows best. (Spoiler alert: we don't!)
DIY isn’t a
dirty acronym
I believe founders should be empowered to create and manage their own brand elements. The design community might clutch their pearls, but gatekeeping design tools and knowledge doesn't serve anyone. Your brand should work for you, not keep you hostage.
I listen more than I talk
Revolutionary concept: I believe in listening deeply to clients rather than telling them what their brand should be. This might challenge the traditional expert-client dynamic, but how can I reflect your true essence if I'm too busy imposing my vision?
Wild idea: your brand should convert, not just look pretty. Beauty without results is just expensive decoration. I'd rather create something slightly less "design award-worthy" that actually drives business results than a stunning visual masterpiece that does nothing for your bottom line.
Your brand should actually WORK
Canva is NOT a dirty word
I teach people to use Canva, and I can practically hear the collective gasp from design purists. But guess what? Not everyone needs to master the entire Adobe suite to have a professional brand. Empowering clients to maintain their own visuals isn't "watering down design"—it's making good design accessible to everyone. Die-hard designers, come at me!
MY LIFE
beyond branding
When I’m not transforming brands, you’ll find me:
Perfecting my kombucha (a pandemic hobby that stuck.)
Getting my hands dirty in my garden.
Building a collection of design books.
Aspiring to be a (better) plant mom.
Ushering my college-aged children into the great big world.
Looking for new fun experiences to explore with my husband.
Learning new Cantonese meals to cook for my parents.
Exploring California’s food scene, then trying to recreate my fave dishes in my own kitchen.
What gets me out of bed every morning is knowing that I'm helping businesses show up unapologetically and making purpose-driven impact.
Empower them to move beyond generic branding to create visual systems that truly represent their unique value and connect directly to revenue.
HOW MY APPROACH DELIVERS what my clients really want from their brands
If you’re reading this, you’re likely feeling the frustration of having a brand that doesn’t match the quality of your work. You know what you want your brand to look like in your head, but you can’t bring it to life visually.
Through years of working with established businesses, I've discovered what clients truly need most:
Authority in Their Field
Clients want to be recognized as the experts they truly are. My strategic approach helps position them as authorities through cohesive branding that communicates expertise and builds trust with their audience.
A Thriving Business
Beyond beautiful design, clients want tangible business growth. I create brand systems that directly support revenue goals by clarifying messaging, streamlining the customer journey, and converting interest into action.
Genuine Confidence
Many clients struggle with imposter syndrome despite their accomplishments. By reflecting back their true value and equipping them with professional brand tools, I help build authentic confidence that comes from clarity and alignment.
Significant Financial Growth
Ultimately, clients want their investment to pay off financially. My approach connects branding directly to business outcomes, helping clients command premium pricing, attract ideal customers, and position themselves for sustainable profitability.
My clients often tell me that beyond the visual transformation, what they value most is the clarity they gain about their business through our process.
They walk away not just with beautiful brand assets, but with a deeper understanding of what makes their business special and how to communicate that value.
Let’s connect!
I'd love to learn about your business and the brand challenges you're facing.
Whether you're ready to dive into a complete brand transformation or adjust beginning to explore your options, I'm here to help guide your journey.
Spark Your Brand’s Success
Want to ignite your brand's spark?
Join our weekly newsletter for actionable tips, inspiring stories, and exclusive insights to help you stand out in the crowd.