Redefining independence through purposeful brand design

20Eleven, founded by Holly Smith, was created from a deeply personal mission: to help business owners reclaim their time, reduce overwhelm, and run their lives with more ease. As a solo mum with over 20 years of PA and project management experience, Holly had the expertise, the heart, and the results. What she didn’t yet have was a visual identity and online presence that reflected the quality and professionalism of her service.

Her brand felt quiet online, despite her strong client success stories. The message was clear: she needed a cohesive presence that positioned her not only as a reliable VA, but as an authority, a partner, and a calm, confident leader within her space.

Soh Serv crafted a brand elevation strategy rooted in warmth, clarity, and authority. We infused her online presence with storytelling that highlighted her experience, her values, and the real transformation she brings to clients. Through visually rich content, refined messaging, and consistent design, we strengthened her digital footprint and helped her take up space as a trusted industry figure.

Content planning sessions, audience research, and strategic insight enabled us to create a brand narrative that felt grounded, human, and distinctly “Holly.” Every element we produced had one intention: to consolidate her presence and build trust at first glance.

The visuals for 20Eleven were shaped with a balance of softness and professionalism. We selected a palette of rich plums, warm neutrals, and textured paper elements to evoke elegance, reliability, and a grounded feminine strength.

Typography choices leaned into modern editorial styling, giving her brand a polished, high-end feel without losing approachability. Portrait photography stayed central, positioning Holly not just as a service provider, but as the face of a refined, boutique VA agency.

The design psychology was intentional: warm tones reduce cognitive friction, softer edges suggest ease, and editorial textures signal expertise. Each layout guided the viewer gently, making key information effortless to understand. The design system built an immediate sense of trust and credibility, allowing clients to feel confident in her before a single conversation takes place.

The reimagined 20Eleven presence positioned Holly as both a trusted authority and a relatable figure within the virtual assistant space. Her social content now communicates confidence and clarity, engaging a growing community of clients who value expertise delivered with heart. The transformation brought coherence, credibility, and calm sophistication, a brand that truly reflects the person behind it.