Ask Miss J
Ask Miss J is an interview and career coaching brand built around Jenelle Jeremie, an educator and consultant with 10 years of living, working, and landing jobs abroad. The work was to build a brand that could carry that experience and claim a specific position in a crowded coaching market.
"She had done it herself — landed the jobs, made the moves, built the life abroad. She needed a brand that could carry that weight before a single conversation started."
Project Overview
Industry: Career & Interview Coaching
Engagement: Brand Strategy Consutlancy
Location: United States
Deliverables: Brand Strategy & Identity
Ace the interview. Land the job; Live abroad.
Jenelle knew what international interviewers wanted, how to negotiate without flinching, and how to navigate relocation.
Her read on the market was sharp: job seekers were over-investing in surface-level prep and under-investing in the skills that actually win global roles. They needed to learn how to answer hard questions, negotiate fearlessly, and project the presence that makes a foreign hiring manager say yes.
While the industry was full of resume writers and LinkedIn specialists, Jenelle’s edge was a proven methodology built from lived experience, not just theory. Ask Miss J was the answer to all of it. It just needed an identity strong enough to enough to put that authority at the centre, making the right professionals stop scrolling and book.
What we assessed
- Brand audit and competitive landscape review
- Brand architecture and scope definition
- Brand Identity design
The Strategy
We anchored the brand to a bigger idea than interview prep. Jenelle’s clients didn’t want a better answer to “what’s your greatest weakness”, they wanted a better life, in a new country, with someone who’d already done it. So we built the positioning around the destination, not the tactic: the interview is the entry point, the life abroad is the promise.
That reframe set everything downstream. The brand voice went witty, direct, and open, expert without going corporate. And rather than lead with credentials, we made Jenelle’s own lived experience the proof: the coach who has done exactly what she’s teaching. The result is a brand that reads as a partner for a whole transformation, not a tactical fix for one nerve-wracking hour.
What we did:
- Brand strategy — purpose, vision, mission, audience, brand positioning.
- Brand identity — logo, colour palette, typography, tone of voice, brand values, messaging framework.
- Content strategy — pillar framework, content mix, posting cadence, monthly content plan, voice framework and hashtag strategy.
The Work
Verbal & Visual Identity
We gave the brand a voice, witty, direct, and open, adventurous and grounded in real international experience, backed by a visual system built to feel human first and expert second.
Color Palette
We chose a palette to signal what the category rarely does: warmth. While career coaching defaults to corporate navy and grey, Ask Miss J needed credibility mixed with adventure. We led with vibrant coral to capture the energy of living abroad, balanced it with sage for calm authority, and grounded the system in warm cream. With dark teal and rust as accents, the brand never reads as corporate.
Typography & Grid
We paired Playfair Display, an elegant serif for headlines and titling, with Montserrat for body and supporting copy, and built the Instagram grid as an alternating tile system across coral, sage, and warm cream.
Content Strategy
We structured the content to serve the whole client journey, not just the interview moment; aspirational content that draws the audience in at the top, practical authority content (mock-interview frameworks, salary negotiation, CV strategy for international applications) in the middle, and mindset content that addresses the confidence barriers stopping qualified people from going for the roles they want.
Deliverables
- Brand strategy (full competitive and positioning analysis)
- Content strategy
- Multi-platform distribution
- Mood board and visual direction
- Brand identity
- Brand Guidelines
- Instagram grid layout
The Shift
Jenelle started with a decade of hard-won experience abroad and no brand to carry it. She finished with a clear, defensible position no other coach in the space was owning, and a complete brand foundation built to hold it: strategy, identity, messaging, and content architecture, ready for whenever she chose to build on it.
The Impact
- Clarified: A distinctive brand position built on lived international experience, not just coaching credentials.
- Content: A specific, ownable niche, interview coaching for professionals chasing international roles and the life that comes with them, reaching past the interview to the whole transformation.
- Built: A complete brand foundation , strategy, identity system, messaging framework, and content architecture
Next Project
RS Start to Satisfied
A marketing expert with no brand of her own, transformed from foundational strategy and identity into a fully realized content system.
Ready to Stand Out and Grow?
It is time your online presence reflected the work you actually do. Let’s build the brand that makes you unforgettable.