Fearless Foundry x Dr. Gertrude Lyons:
The Story
Dr. Gertrude Lyons sought a transformation in how she was presenting herself professionally. With a deeply personal coaching practice focused on mothering energy, Dr. Gertrude’s previous branding no longer felt aligned with the nuanced audience she wanted to reach. She turned to Fearless Foundry to help redefine her brand identity and online presence to match the maturity and depth of her work. Fearless Foundry partnered with Dr. Gertrude to create a foundation that reflected both her expertise and her vision for launching new programs that would appeal to a wider audience, including those beyond traditional ideas of femininity.
Fearless Foundry CEO, Madeline Reeves, shared that, “Gertrude came to us through a connection with another client. She was at an inflection point in how she wanted to show up professionally. Her original branding felt hyper-feminine, but she wanted it to be relevant and inclusive to all, setting up a solid foundation for her next era.”
Brand Strategy & Identity Development:
The Fearless Foundry team began the rebranding process by spending dedicated, in-person time with Dr. Gertrude at her home, which allowed for a deep connection and understanding of her true identity and the audience she wanted to reach.
According to Jamie Engelhardt, Lead Brand and Marketing Strategist, for Dr. Gertrude’s contract, “It was a beautiful, intimate setting that brought out nuances in her brand that we wouldn’t have gathered as quickly had the meetings been online.”
Fearless Foundry focused on balancing the masculine and feminine energies that Dr. Gertrude wanted to reflect. They worked to ensure the brand didn’t lean too heavily in any one direction but represented a holistic, inclusive vision. The final design included a fresh color palette that balanced calm and growth, reflecting Dr. Gertrude’s evolving professional identity without being overly aggressive.
Jamie added, “One of the major things we took away early on was that the version of Dr. Gertrude being reflected online was an immature version of who she truly was. We focused on elevating her presence to match the depth of her 20+ years of experience.”
Website Design & Development:
TThe website redesign was a key part of this transformation. As Allena shared, Dr. Gertrude’s previous website was dominated by variations of bright pink, which didn’t align with her grounded, spiritual approach to coaching. The new website focused on creating a lighter, fresher, and more grounded look, using imagery that reflected the beauty of her retreats and the sacred items she uses in her work.
“We wanted the website to really capture the essence of who Dr. Gertrude is in real life,” said Allena Fleming, Social Media Strategist for the Dr. Gertrude partnership.
“We used bright, fun elements but kept the design clean and open, which reflects the grounding energy she brings to her work.”
In addition, Fearless Foundry worked with Dr. Gertrude to enhance the user flow, allowing visitors to easily navigate her offerings, whether they were looking for corporate partnerships or personal one-on-one coaching. They also showcased the brands she has worked with, a feature that was missing from her previous site.
Social Media Strategy:
TThe website redesign was a key part of this transformation. As Allena shared, Dr. Gertrude’s previous website was dominated by variations of bright pink, which didn’t align with her grounded, spiritual approach to coaching. The new website focused on creating a lighter, fresher, and more grounded look, using imagery that reflected the beauty of her retreats and the sacred items she uses in her work.
The Results
Since launching the rebrand, Dr. Gertrude has seen a significant increase in website traffic, better social media engagement, and a heightened sense of brand awareness. While her follower count hasn’t drastically increased, engagement metrics, particularly on LinkedIn and Instagram, have shown clear improvement. “We’ve curated a lot more brand awareness and an elevated sense and feel that wasn’t there before,” said Jamie. Dr. Gertrude is now in the process of finishing her book, preparing to leverage her new brand identity to promote it and continue expanding her impact.
Conclusion
Fearless Foundry’s partnership with Dr. Gertrude Lyons has resulted in a refined, mature, and grounded brand that better reflects the depth and inclusivity of her work. By creating a cohesive brand identity, a more accessible website, and a tailored social media strategy, Fearless Foundry helped Dr. Gertrude embark on the next chapter of her professional journey with confidence.