Stand Up Be Great



Energetic Design, For Change Makers Taking The Stage

Stand Up Be Great provides presentation coaching for public speakers determined to create radical change in the world. Founder Nancy Hardcastle brings to her coaching a long history as an educator, as well as a high energy, & compassionate style. She helps her clients craft and deliver powerful presentations that reflect their unique vision and personality. Stand Up Be Great specializes in speaker training for human trafficking survivors and their allies.

I partnered with Nancy to help rebrand her company’s visual identity and website. The process began with crafting the brand strategy, positioning statement, and user profiles. From that, I developed a complete identity system that reached every touchpoint.


Reposition from expert to company, define the target audience, clarify offerings, and create an intuitive user experience that increases buisnes.


I helped SUBG focus their brand and marketing strategy. This led to more leads, service purchases, and projects with dream clients.



  • Brand Strategy

  • Messaging

  • Identity System Design

  • Web Design and Development

  • Digital Marketing Assets



Developing the Strategy


Blind’s Chief Strategist, Chris Do, sat down with CEO Mark Manansala and the team at SPJA (The Society for the Promotion of Japanese Animation), to craft the brand’s strategy for the upcoming Anime Expo 2017 event. Over a two-day facilitated session, Chris surfaced the challenges the organization faced. In the process, they prioritized the needs and goals of the business and its customers. This became the foundation for the branding and marketing plans for the 2017 event.


Understanding the Users


Anime Expo is a community first. It’s the haven for fans obsessed with anime-related cultures. To understand the needs of these customers, we created unique user profiles to represent the range of attendees. This painted a clear picture of their demographics, psychographics, needs and wants.


Defining the Brand


Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act.




Understanding what the Anime Expo brand is and who they are a champion for, helped define the positioning statement of the organization. This set the tone for everything created for the event.


Brand Refresh


Blind developed an entire identity system to make sure every customer touch-point reflected the brand. The rebrand included updating the logo, introducing a new color palette, a new typeface, and anime-inspired design elements. This created a more cohesive experience and atmosphere for both the physical event and its digital extensions.


“They took in all our thoughts and ideas to create amazing visuals which better matched and reflected all the excitement and feelings of the attendees” – Meg Tsuruda, Brand Coordinator of SPJA.


Website Redesign


A smoother user experience. Blind redesigned the Anime Expo website, the hub for all things AX related. The goal was to make it easy for users to discover and learn about the event, while cultivating ticket and badge sales throughout the user journey.

After the launch of the site in October 2017, there was an immediate improvement in metrics. A dramatic 23% drop in bounce rate and a 184% spike in page views.



Early in the process, the team ran competitive audits on sites in the same vertical, as well as related markets. The insights gained from this influenced the structure and features of the site.


The experience begins on the landing pages. Users are given top-line information and videos introducing them to exciting events while making ticket and badge sales a click away.



Anime Expo 2017 came to a close after its massive four-day event in July, held at the Los Angeles Convention Center. The event had an overall turnstile attendance of 357,178 visitors. The 2017 event proved to be the most successful year in both attendance and sales, showing positive growth on every front.


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