Build a Better Soapbox

Designers are increasingly being asked to help clients sharpen their
value proposition and messaging in advance of developing any collateral.
With a research background, proven analytical skills and nearly two decades
of marketing experience, Michael works with design partners to build
strong brand platforms.



A SWOT analysis based on interviews and/or surveys of internal leaders, clients, competitors, association representatives and other stakeholders

A comprehensive review of the literature and visual messaging used by the organization and its competitors

A formal brand profile identifying brand attributes and pillars,

the brand personality, the brand promise, the desired customer response
and the brand essence

Actionable recommendations on messaging and collateral development.


A Fine Line Writers’ strategy review is not an ephemeral powerpoint presentation but a comprehensive written report. It provides fully detailed evidence-based reasoning to support developing a better, more sustainable brand.