Chapter 35 by Lianne Charlene

Chapter 35 by Lianne Charlene Formerly Lianne Charlene Creative. We craft soulful, strategic brand stories that connect, inspire, and elevate your business.

We offer design services in branding, packaging, web, illustration, campaign development, and brand coaching.

10/23/2026

This is one of my favourite transformations I get to witness.

When the strategy is clear and the visual identity is built around it, your brand starts doing some of the communicating for you.

People understand the level you're operating at. Your team has clearer direction. Your marketing feels more cohesive and you can finally stop trying to explain what your brand is supposed to feel like.

That's the kind of clarity we want to build into every brand we create.

www.chapter35.ca

The brands we're most drawn to has never fit neatly inside one box.From food brands to lifestyle ventures, non-profits, ...
10/22/2026

The brands we're most drawn to has never fit neatly inside one box.

From food brands to lifestyle ventures, non-profits, municipalities, and service-based businesses, what attracts and connects us is the heart behind it, not the category. The vision. The story. The feeling you want people to walk away with.

That is why our process is always strategy-led.

If you are building something with heart and substance and you are ready for a brand that feels clear, elevated, and deeply aligned, book a project consultation through the link in bio.

www.chapter35.ca/say-hello

Your brand colour palette is not really about what colours you like.Personal preference can be part of the conversation,...
10/19/2026

Your brand colour palette is not really about what colours you like.

Personal preference can be part of the conversation, but colour has a bigger job to do. It shapes how your brand feels before someone reads a word.

As designers, we're thinking about what those colours communicate, who they need to connect with and how they support the overall brand story.

Sometimes the colour you love most is not actually the colour your brand needs.

Did you choose your brand colours because you loved them, or because of how you wanted people to feel

10/16/2026

We collaborate with a range of contractors on every brand we build. For our own brand, we hire a professional photographer whose portfolio aligns with our aesthetic and who understands what we’re about.

Beautiful visuals can support a strong brand, but they can’t create clarity where strategy is missing.

If your positioning, messaging or direction feels unclear, changing your colours, photos, or logo will only take you so far. That’s why we start with the foundational strategy: understanding your story, values and beliefs, then defining how your brand communicates who you are and what makes you different.

That foundation guides intentional choices about your logo, colours, fonts and brand photography.

The visuals should express the strategy, not be responsible for fixing it. The photographers we work with understand this, including the wonderful Emilie Iggioti, who we work with for our Brand Photography every season.

10/14/2026

If every campaign, deck, social graphic, website update and launch eventually lands back in the founder’s inbox for a final “does this feel right?”… there is a bigger issue.

The brand may have grown, but creative decision-making has not. That creates a bottleneck for the founder and uncertainty for the team.

So the marketing campaigns are stalled, design assets are usually left to guessing, feedback becomes personal preference and the same conversations happen again next month.

The answer isn't always more production. Sometimes the business needs someone to own the creative direction, protect the bigger picture and give your team the confidence to move.

That's a big part of what Fractional Creative Direction can solve. If this sounds familiar inside your organization, book a consultation and let’s talk about the gap.

www.chapter35.ca

Fractional Creative Director, Fractional Brand Leadership

10/12/2026

A strong brand should do more than make your business look established.

It should carry the feeling, perspective and story behind the work in a way people can recognize and remember.

As your business grows, that story can change too. Sometimes the brand you started with simply doesn't reflect the depth, confidence or direction of where you are now.

That's usually the sign it's time to look at what your brand is really communicating, not just how it looks.

We have offers that can help you in your brand journey, we'd love to help.

www.chapter35.ca-say-hello

When a brand is no longer aligned, it doesn't always show up in one obvious way. More often, it shows up in the decision...
10/08/2026

When a brand is no longer aligned, it doesn't always show up in one obvious way. More often, it shows up in the decisions that take longer than they should, the website updates that keep getting pushed aside, the marketing that feels harder to create, and the internal conversations that keep coming back to the same question: does this still feel like us?

That kind of misalignment can slow a business down. It can make a strong team second guess their decisions, make beautiful visuals feel disconnected, and make the next stage of growth feel harder to move toward.

Our Brand Intensives were created for businesses that are ready to stop patching things together and build from a clearer foundation.

The 3 Day Brand Foundations Sprint gives you the strategy underneath the brand, including your story, voice, customer journey, values, purpose, positioning, and creative direction.

The 7 Day Aligned Brand Accelerator takes that foundation further with a refined visual identity and a 6 month implementation strategy to help you move forward with more confidence and consistency.

Because your brand shouldn't make decisions harder. It should give your business, your team, and your next chapter something clear to move from.

If your brand has been feeling harder to use than it should, get in touch to book a consultation.

www.chapter35.ca

The strongest brands usually begin with something quiet. Whether its a belief, a story, or a feeling people haven’t full...
10/05/2026

The strongest brands usually begin with something quiet. Whether its a belief, a story, or a feeling people haven’t fully seen yet.

That’s where thoughtful design comes in. It helps turn that truth into something people can see, understand, and remember.

We’re taking on new clients for 2027. If your brand is ready for that kind of clarity, book a consultation with us.

www.chapter35.ca

brand designer, human brand design, print packaging design, brand building

10/02/2026

Your brand is being experienced long before you get the chance to explain it.

Its felt through your website, your social content, and your emails, through the way your team speaks about the work to the experience someone has after they hire you.

Embodying your brand means those pieces are all telling the same story, even when you’re not there to tell it yourself. Those repetitions are what make a business feel familiar and what leads to building trust.

If you weren’t in the room to explain your business, what would your brand say for you?

09/28/2026

As we move toward 2027, this is the time of year when many business owners start looking at what’s next. Your offers and products, they have evolved. Your audience has shifted and the level of work has changed. Your business feels more established than the brand representing it. I know, because I'm going through the exact same thing.

That misalignment is often the sign that your brand is ready for its next chapter.

A thoughtful rebrand is not about starting over. It’s about creating a clearer, stronger, more intentional identity that can support where your business is actually going.

If your current brand feels like it belongs to an older version of your business, book a consultation and let’s explore what needs to evolve next.

www.chapter35.ca

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Edmonton, AB

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