Puzzle Builder Consultancy
A brand redesign and content system for a systems and processes consultancy helping entrepreneurs build the infrastructure to scale.
Indelible Concepts was asked to reposition the brand, rebuild the visual identity, and give its content the structure it needed to cross international borders.
Project Overview
Industry: Business Consulting
Engagement: Brand + Content Strategy
Location: Trinidad & Tobago
Deliverables: Brand Identity & Content
The right brand. The wrong audience.
Puzzle Builder Consultancy had a proven methodology and undeniable results, but being recognized strictly in the Caribbean left them invisible to the global market they were built to serve. This audience ceiling was reinforced by a misaligned visual identity that blended into the generic coaching market. Instead of reflecting their specialized authority, the content simply occupied grid space without making a compelling business case.
What we assessed
- Instagram profile and content audit
- Brand positioning and audience analysis
- Visual identity and feed aesthetic assessment
The Strategy
We positioned Puzzle Builder as the precise, structured specialists they already were, and pulled the brand out of its Caribbean frame. Through overhauled messaging, a rebuilt visual identity, and a new content system, we anchored them to the global market.
What we did:
- Brand strategy — purpose, vision, mission, audience, brand positioning.
- Brand identity — logo, colour palette, typography, tone of voice, brand values, messaging framework.
- Instagram feed aesthetic redesign.
- Content strategy — pillar framework, content mix, posting cadence, monthly content plan, voiceframework and hashtag strategy.
"The content needed to answer a question a global audience was already searching for, not broadcast to a local audience already familiar with the brand."
The Work
Visual Identity
A visual system built to signal specialist, not generalist. We replaced the generic dark-blue-and-bronze with a considered system that balances authority and warmth.
- Palette: Slate Blue, Blush Pink, Lavender.
- Typography: Bitter (slab serif) and Montserrat (geometric sans)
Content Strategy
A framework built for intentional distribution, not just feeding the grid. Anchored by four core pillars—process, growth, strategy, and mindset—every asset was engineered to reach a global audience. By overhauling the account’s underlying mechanics, we traded passive scrolling for active conversations, delivering rigorous systems thinking with an approachable, founder-first tone.
The Shift
Proof it crossed borders.
The repositioning travelled. In just 60 days, the audience nearly tripled, and engagement followed suit. But more telling than the numbers was the map. The community broke out of its Caribbean confines, expanding into the US, Nigeria, and India. The brand was finally speaking to the global market it was built for.
The Impact
- Audience Growth: Grew from 236 to 656 followers in 60 days.
- Engagement: Comments tripled (from ~5 to 15–20 per post).
- New Markets: Expanded from local-only to the US, Canada, Nigeria, and India.
Testimonial
The ROI was worth the months of work that went into it. It wasn’t just about a change in colours, firstly internal (business operations and analysis of every component of the business) and then external (branding and those components). Her insight, analysis, and depth of creative mapping were exceptional.”
— 
Shelly-Ann, Puzzle Builder, Founder
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