Transformation Stories
Firms call them case studies. Designers call it a portfolio. I call them transformation stories because they’re about more than results—they’re about the strategy that makes those results possible.
BRAND STRATEGY AT WORK
3x SALES TO BECOME #1
Art Van Furniture
A 50-year-old furniture brand fights to win back customers—and win big—using brand strategy to grow to $1 Billion.
Founder Art Van Elslander had a bold vision: Grow to a $1 Billion brand.
Working side by side with Mr. Van, I implemented a comprehensive brand rejuvenation that honored the company’s family legacy and created momentum to grow:
THE CHALLENGE:
Aligned the C-Suite and Executive Team around the Vision to become the #1 furniture retailer in the Midwest.
Created a purpose-driven Brand Strategy that set out to make the shopping experience “Easy & Delightful” and establish Art Van Furniture as a community hub for events.
Designed the “store of the future,” reimagined the Client Journey and oversaw construction of 150+ new stores.
Redesigned the e-commerce platform and launched a seamless “Easy & Delightful” digital shopping experience.
Coordinated annual strategic planning using the Chaos Cure methodology.
The Transformation:
From outdated retailer to industry leading innovator:
3x sales to become a $1 Billion brand.
Achieved recognition as the #1 furniture retailer in the Midwest.
Capitalizing on the strength of the brand, the Founder sold the company.
FROM START UP TO $700M
Socha Capital
Using brand strategy as a guide, Socha Capital scaled from start-up to $700M assets under advisement to rank in the top 15% on the 2025 Inc. 5000—all in just a few years.
When Socha Capital launched, Founder Jeff Socha was determined to build more than another investment firm. He wanted a top-performing team that created a measurable difference in their client’s portfolios and lives.
I partnered with Jeff and his team through a comprehensive brand and leadership strategy engagement:
THE CHALLENGE:
Aligned Jeff & his team around the #1 problem their clients experience: “The Sleep at Night Factor”—tossing and turning, worrying about the responsibilities of owning a company.
Created a purpose-driven Brand Strategy that served as the framework for differentiation and rapid growth using a clear vision: “Guide entrepreneurs to financial clarity and peace.”
Facilitated bi-annual “Team Weeks” to embed values and strengthen culture—including a two-day workshop with a Guinness World Record swimmer to teach a growth mindset.
Served as Fractional CMO to oversee the website re-design to fulfill the brand strategy.
Hosted weekly “Team Talks” that reinforced the company values of Respect, Growth, Communication & Reliability, and taught practical techniques to apply these values to their work.
The Transformation:
From start up to nationally recognized leader—fast!—while holding tightly to core values:
Scaled from start-up to $700M assets under advisement.
Recognized in the top 15% of the 2025 Inc. 5000.
Unified the team of 25 (and growing!) with the clarity and tools to sustain growth.
Built a resilient culture with low turnover that actively lives its values.
EXPANSION INTO RETAIL
K Kircher Home
Kathryn Kircher, an interior designer known nation-wide for her hospitality work, brings her signature style to a new retail concept.
Make the stain-resistant fabrics and durable finishes trusted in hospitality design available to homes everywhere—without compromising style.
I guided the K Kircher Home team through a multi-phase brand launch:
THE CHALLENGE:
8 Virtual Brand Breakthrough Sessions to turn Kathryn’s Vision into a strategy her team could rally around: “We deliver ‘I can’t believe it” performance and style.”
Created the brand strategy to expand the business from one business to two—while leveraging the Founder’s strengths and the existing team’s capabilities.
Served as Fractional CMO to oversee the website design of both brands, from concept to first sale.
From interior designer to innovative furniture retailer.
A “family of brands” that leveraged the Founder’s expertise as a differentiator in both companies.
Expanded the business without adding to the permanent team.
Designed and launched the website, from concept to first sale.
THE TRANSFORMATION:
FROM RETREAT CENTER TO CULTURAL STEWARDSHIP
Ala Kukui
The Executive Director of a Native-Hawaiian community center on Maui used brand strategy to outline their growth plan to pursue permanent stewardship of Native Hawaiian lands.
Evolve the organization’s model away from ad-hoc retreats toward ancestral guardianship—and achieve financial sustainability along the way.
We used brand strategy to chart a new path forward:
THE CHALLENGE:
Facilitated a Brand Breakthrough workshop to align the board, staff, and key volunteers around a shared vision: “Restore meaning and purpose in traditional Hawaiian practices that enhance our community.”
Developed and launched a template for culturally-rooted retreats anchored in Native Hawaiian values.
Introduced The Chaos Cure project planning system to structure and advance major capital initiatives.
Leadership and community members united behind a shared vision deeply rooted in Hawaiian culture.
Launched a capital campaign to buy back ancestral land.
Expanded community programming that serves local needs and is grounded in Hawaiian values.
Established an operating plan that positions the center for long-term cultural and financial sustainability.
THE TRANSFORMATION:
Align your brand, business and team so you can grow.
AMELIA’S SIGNATURE 2-DAY BRAND STRATEGY INTENSIVE