A woman sitting on a cream-colored sofa with a pillow, with overlaid text saying 'IRL STOP CRYING' in a mix of cursive and bold fonts.

Case Study:

Girl Stop Crying

Brand Identity, Website Design, Copy Strategy & Visual Assets

Client: Keely Stawicki, Relationship Coach

Girl Stop Crying is the unapologetically bold brand created by relationship coach Keely Stawicki. Focused on empowering women to break free from toxic dating patterns and attract high-quality partners, Keely’s coaching program needed an equally high-caliber digital presence—one that embodied confidence, clarity, and transformation.

While her message was powerful, her visual identity and digital assets didn’t reflect the authority and professionalism of her methods. Keely had a breakthrough program, but her brand and website didn’t match the life-changing work she was offering. That’s where I came in.

My Role & Responsibilities

  • Full brand identity development

  • Logo, color palette, and typography system

  • Squarespace website design + custom sales pages

  • Marketing and coaching collateral design

  • Sales funnel workflow creation

  • Email opt-in page + freebie PDF design

  • Copy refinement and UX structure

A woman with blonde hair wearing dark sunglasses and a chunky chain necklace, holding a cigarette to her lips, standing against a textured wall.

Brand Design & Web Design

Graphic with the text 'Coming Soon' and an illustration of a laptop and smartphone displaying a black-and-white photo of a girl with the message 'Girl Stop Crying'.
A promotional graphic for new skincare and beauty products, featuring two highlighted items: a serum for hydrating skin called RIMBERIO SERUM with an image of a person's eye makeup and a flower arrangement, along with text emphasizing hydration and anti-wrinkle benefits, under the title 'New Inspiration Pick of This Week' with descriptions and a pink 'Read More' button.
Illustration of a dinosaur with overlay text that says "Girl Stop Crying" in large red font. Additional text includes "Header" and some placeholder text and dots in different colors.
Black-and-white photo of a woman with arms crossed, encouraging self-love with text overlay: 'You deserve more.'
Decorative cake with flowers, candles, and champagne glasses on a table at a celebration or party.
A woman with blonde hair wearing a black hat and coat holding a small dog against a pink brick wall, with white text reading 'Connect & J' and 'Book your session now'.

Strategy

Objective: Position Keely as a no-BS expert in dating transformation, create a high-converting web experience, and establish a visually memorable brand identity.

I started by diving deep into her method. Keely helps women move from dating “losers” to attracting high-value men—and ultimately creating emotionally healthy relationships. The brand needed to:

  • Be empowering without being cold

  • Feel bold, feminine, and grounded in results

  • Appeal to women ready for deep transformation

We went for a color palette that blends strength and femininity—rich rose tones, deep burgundy, and muted neutrals. The typography was intentionally bold, clean, and modern—designed to match Keely’s voice: direct, intelligent, and unfiltered.

Long-Term Impact

Girl Stop Crying evolved from an idea into a full-fledged brand movement. Keely’s authority is now supported by a brand and website that reflects the depth and results of her coaching. She now has a foundation that allows her to scale her offers, launch group programs, and show up online with clarity and conviction.

Execution

Logo & Visual Identity: A sleek, all-caps wordmark balanced with a handwritten accent to represent the blend of structured coaching and emotional authenticity. The supporting elements (like brand icons and pattern work) were inspired by transformation and self-reclamation.

Website Design: The Squarespace site was custom-designed with:

  • Scroll-triggered CTAs

  • Clear client pathways (Apply, Learn More, Book a Call)

  • Long-form sales pages for her signature coaching offer

  • Mobile-first optimization and elevated brand photography integration

Sales Funnel & Opt-In Workflow:

  • Built a high-converting email opt-in landing page

  • Designed a downloadable lead magnet PDF to introduce Keely’s coaching framework

  • Integrated the funnel with her email platform to nurture leads into paying clients

Collateral:

  • Instagram templates

  • PDF workbooks and lead magnets

  • Social launch graphics and email opt-ins

  • Brand messaging guide for future content

Tools Used

  • Adobe Illustrator, Photoshop, Lightroom, InDesign, Canva Pro

  • Squarespace

  • Notion (File organization, Project Management)

Results

  • Immediate uptick in discovery call bookings following launch

  • Increased conversion rates on her signature coaching sales page

  • Higher engagement across Instagram and email due to unified brand visuals

  • Clarity and confidence for Keely in pitching, posting, and promoting her offers

Takeaway

This project is a reminder that when your brand is aligned with your message, your audience listens. Girl Stop Crying became more than a brand—it became a digital sanctuary for women ready to reclaim their standards and their power.

Interested in building a brand experience this unforgettable? Let’s talk.

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