The designer for service pros who refuse to be background noise
STRATEGIC BRAND AND WEB DESIGN THAT TRANSFORMS HOW CONFIDENTLY YOU SHOW UP AND THE CLIENTS YOU ATTRACT
Psychology-backed design that makes your people feel that instant gut recognition, so your ideal clients stop second-guessing and start reaching out.
What makes people remember you isn’t how pretty your brand is; it’s how seen and understood you made them feel.
YOU DIDN’T START YOUR BUSINESS TO BLEND INTO THE BEIGE MINIMALIST CROWD
The truth is, we're gonna become obsessed with your people—what keeps them up at night, what they secretly crave, what makes them feel understood—while diving deep into what makes YOU brilliant at serving them. We'll decode the psychology that makes your community unique and your special sauce, so everything we create feels like it was made specifically for them (because it was).
BECAUSE PSYCHOLOGY BEATS OUT "PRETTY" EVERY DAMN TIME.
“I think people-centered businesses are always going to be worth referring to, and that is 100% how you operate!"
MORGAN NORMAN, FED UP & FREE
HI, I’M MADELINE -
AND I’M OBSESSED WITH SEEING SERVICE PROS FINALLY GET THE RECOGNITION THEY DESERVE
I'm a brand and website designer who helps service providers build brands rooted in strategy and psychology.
I was that military kid; new school every other year, constantly starting over, always the outsider looking in. Most people see that as hard (and honestly, it was), but it taught me something crucial that now serves your business: you have about 30 seconds to make someone feel like you belong in their world. Those same principles? They're what make your website visitors stay or leave.
In college, I was dead set on becoming a marriage and family therapist. I dove deep into human behavior and connection, studying what makes people feel safe enough to be vulnerable, what signals trust, and how certain environments make people want to open up versus shut down. I learned that people decide if they trust you within seconds, and it's all about micro-signals they're not even conscious of.
But I also grew up with a sketchbook in hand, constantly crafting whole worlds in my mind. For the longest time, I didn't think I was good enough to make art my career. Something shifted when I realized I didn't have to choose between helping people AND creating beautiful things. So I took the scariest leap of my life and became a designer.
When I design your brand now, I'm using that same psychology—choosing fonts that feel approachable, colors that create connection, and layouts that guide people naturally toward working with you. These days, I'm deep in toddler chaos, which has made me laser-focused on what genuinely works. No fluff, no pretty things that don't perform. Your story isn't just meant to be told, it's meant to be felt.
most of my time is spent pixel pushing but on my rare times off screen i'm:
a Plant lover who can't keep anything alive to save her life
Obsessed with a good sushi roll and an extra-large horchata
Constantly singing (more like screaming) along to P!atd, Sleep Token, or SZA with the windows down
Spending way too much time finding fonts and playing with color palettes
Frequently forgetting why i entered a room
WHEN YOUR BRAND HITS ALL THE RIGHT NOTES
You walk into networking events differently. Your energy shifts when you talk about your work. That hesitation before hitting "post" disappears completely. You start saying no to projects that don't fit, without that guilt spiral. Your voice gets stronger in client conversations. People begin seeking YOU out instead of you chasing them down.
