Launches attempting to wing it will be politely escorted from the premises.
Make your next campaign or launch iMPOSSIBLE to ignore
Most launches fail, not because the offer is weak, but because the strategy holding it together is missing.
The Spotlight Strategy gives you the throughline your campaign needs: psychology-led insight, sharp messaging, and a creative concept strong enough to cut through the noise.
Used by founders and teams across industries.
Your campaign doesn’t need “more”
You don’t need more content. You don’t need more runway. You don’t even need more people in your audience. Campaigns fail because the strategy holding them together is missing.
Here’s what usually goes wrong:
-
Your audience doesn’t know why they should care.
We make your message sharp, clear, and impossible to ignore.
-
Individual assets that look fine but don’t connect as one story.
We build the throughline that ties everything together.
-
Campaigns that rely on volume instead of clarity.
We focus on the right message in the right places. Less producing, more converting.
-
Copy and creative with no cut-through.
We position you with messages designed to stick.
-
Playing creative director, copywriter, and strategist on top of running the business.
We work in our zone of genius so you can stay in yours.
-
They look good... And that’s it.
We lead with psychology and strategic messaging so the design works even harder.
-
Infinite email chains between strategy, design and media.
We align everyone under one plan that makes execution seamless.
-
Last minute rewrites, and a “hope this works” mentality.
Clarity, confidence, and campaigns you’re proud to put your name on.
Stop gambling with your launches.
When to deploy the Spotlight Strategy
Not every campaign needs it. But yours might.
New offer or product launch
You’re putting something new into the world. A course, program, product, or service. You know a fuzzy message will sabotage even the best offer. The Spotlight Strategy gives you a campaign concept, messaging framework, and rollout plan that makes your launch impossible to ignore.
USE CASE
If you’re making any kind of big brand move, clearance is granted.
Initiate Campaign Briefing:
Brand campaign or visibility push
You’re ready to raise your profile through a thought leadership push, a PR blitz, or a brand awareness campaign. You don’t just want to get seen; you want to be remembered. The Spotlight Strategy builds the throughline that makes every channel connect and convert.
USE CASE
Rebrand, pivot, or market expansion
Your business has evolved. Now you need a campaign that communicates the shift without confusing your audience or losing momentum. The Spotlight Strategy aligns your new positioning with a message and creative concept sharp enough to carry your next chapter.
USE CASE
This service is not for you if:
You’re still pre-launch, testing ideas, or figuring out your offer
You’re hoping for a template or a cheap one-size-fits-all playbook.
You want a designer or an ad manager. I can introduce you or bring in whoever you need, but I build the strategy, not the ads.
Research to rollout: your campaign armoury
The Spotlight Strategy isn’t a generic launch checklist. It’s a complete campaign plan designed to make your offer impossible to ignore.
Every campaign is different, but your armoury may include:
-
Audience, brand, and market analysis grounded in psychology and data.
-
A campaign idea strong enough to cut through, flexible enough to work everywhere.
-
Sharp, repeatable language for ads, emails, sales pages, socials, and PR.
-
Core deliverables like sales pages, ads, or email sequences written as well as mapped.
-
Direct alignment with your team (or mine) to make sure execution matches the vision.
For the full breakdown (including deliverables, inclusions, and investment options) download the Pricing Dossier.
Strategy powered by psychology and audacity
The Spotlight Strategy is led by Liv Steigrad, Behavioural Strategist and founder of The Identity Dept. For 8+ years she’s been applying psychology, storytelling, and strategy to help brands across industries launch with clarity and confidence.
Her specialty? Turning complex businesses into campaigns that are impossible to ignore, without the jargon, chaos, or “hope it works” guesswork most launches depend on.
Translation: You’ll walk away with a campaign strategy that actually lands.
THE PROCESS
This process has been pressure-tested over several years across more industries than I can politely list– from creative entrepreneurs to insurance syndicates and everything in between. It’s structured, psychology-led, and proven to take brands from misaligned to magnetic.
-
A tailored deep-dive session that pulls the truth out of your leadership team. Equal parts strategy, psychology, and brand therapy, these sessions are designed to uncover the vision, values, and direction that actually matter.
-
We don’t build on assumptions. Through interviews or psychology-informed focus groups, we capture how your clients and customers experience your brand, and what makes them buy in.
-
Where the pieces come together. We translate insight into sharp positioning, a clear brand voice, and messaging frameworks that make your identity cohesive and scalable.
-
A strategic review designed to align on direction before final delivery. Collaborative, transparent, and your chance to shape the process as it unfolds.
-
A comprehensive, living brand strategy deck: identity, voice, audience profiles, and messaging framework, designed for daily use, not a shelf.
-
Two rounds of thoughtful refinement to ensure the strategy feels sharp, aligned, and ready to activate.
Optional: If you don’t need the full process, there are à la carte pathways — identity-only, voice-only, or messaging-only. See the Pricing Dossier for more details, or book a call to discuss.
At the end of this process, you don’t just walk away with a document. You get a brand that finally fits. Clear messaging that sharpens how you’re seen in the market. A voice you and your whole team can use with confidence. Positioning that makes growth feel lighter instead of heavier. And the kind of clarity that turns hesitation into momentum.
Ready to initiate your identity upgrade?
Not ready yet?
PROOF OF IMPACT
-
![]()
We knew what we wanted to say, now thanks to Liv we know how to say it!
As a startup we wanted consistency in delivering our message to our audience. Liv defined our voice, tone and style in one invaluable Brand Voice document that we refer to regularly. 5 stars from us!
Allison & Jason
Founders, Troppolicious
Whether you’re a consultancy, a creative firm, or a professional services company, the results are consistent: a brand identity that finally fits.
Why this process delivers
Most branding processes either skim the surface or drown you in theory. Identity Architecture does neither.
Psychology-led
Every step is grounded in research-driven behavioural insight designed to shift how people actually think, feel, and decide.
FOUNDER & TEAM-CENTRED
Your identity isn’t imposed from the outside. It’s built from the inside out, aligning leadership vision, values, and goals with the business you’re growing into.
AUDIENCE-INFORMED
We don’t assume what your clients care about. We ask, listen, and analyse, so your brand resonates for the right reasons.
PRACTICAL & USABLE
No 80-page PDFs collecting dust. You’ll walk away with a living brand foundation your team can actually use in sales conversations, campaigns, proposals, and beyond.
Failure to implement a usable brand strategy may result in continued confusion, lost opportunities, and unnecessary jargon.
FINAL
Your business has outgrown its brand.
Identity Architecture is how you stop circling the same problems and start moving with clarity, confidence, and credibility baked in.
Failure to act may result in continued confusion, credibility erosion, and reputational damage.
Submission deadline: as soon as you’re ready for growth to feel lighter.
Investment and pathways
Identity Architecture is a strategic investment that compounds exponentially over time. Every month of brand misalignment costs you more in missed opportunities, undercharging, and wasted hours second-guessing your message.
As well as a full Identity Architecture, we offer a la carte pathways for organisations who may already have some of the pieces completed. Choose between identity-only, voice-only, or messaging-only.
Flexible payment structures are available to support business cash flow.