The Slog Rebrand: A New Chapter (and a Messy Middle)

I’m soooo excited to finally introduce you to Slog Creative - my freshly rebranded design studio and the most me thing I’ve ever created.

This rebrand has been a long time coming. After years of freelancing under a name that never really felt like home, I’ve finally landed on something that feels real, fun, gritty and full of potential. Here’s the story behind it all…

How Slog Came to Be

I was deep in a naming spiral - you know the one… searching and scrolling and brainstorming with the help of my good pal ChatGPT and still couldn’t find a name that felt like me. I wanted something that captured my journey, my personality and still had a bit of fun to it.

I posted in The Content Club’s group chat (big love to Jess Bruno) and said something like "it’s such a slog trying to find a name that hasn’t been done".. and Jess said she LOVED Slog. So it clicked. There wasn’t much out there with that exact name, especially in the UK and once I started thinking about the wordplay, I fell in love!

Slog Creative represents the journey. I’ve been doing this on and off for years. It’s never been a clean ride - juggling a 9-5, real life, trying to feed myself, doomscrolling… it’s truly been a slog! But this time, I’m really giving it my all. And I know there are so many other business owners who feel the same way. This brand is for us.

What Wasn’t Working Before

Before Slog, I was just CWalker Designs. And it was fine. It’s my name! Loads of people use their name! But it never felt exciting or bold enough for the kind of work I wanted to do.

My old branding was 5+ years old and naturally I’d outgrown it. I’ve learned so much since then and it was hard to feel confident posting graphics when they didn’t reflect me anymore. This rebrand has been a total boost. And without sounding sickly about it - it’s also made me reflect on who I am now.

A lot’s changed since I first started freelancing. I’ve done some serious character development and this rebrand feels like the cherry on top. Turning 30, starting a new chapter and finally creating something that feels authentically me..

The Messy Middle

The messy middle is kind of my whole ethos. My creative process could be summed up by that iconic James Acaster Bake Off moment: "Started making it, had a breakdown, bon appétit." That’s me!

Most of the stuff I’m proud of comes after a meltdown or two. I’ll rage quit, sulk, cry, then finally make something brilliant. That’s just the way I work.

This rebrand has been work. My logo? It’s not 100% perfect or revolutionary. Which feels cheeky of me, considering branding is literally what I do for other people. But I had to keep reminding myself - if I waited for perfect, I’d never move forward. So I got it done and I’m proud of it. Branding evolves anyway. It’s a living thing!

One moment that truly clicked was my brand shoot with Cassandra Lane Branding - it captured the energy of Slog so perfectly. I’m obsessed. It really helped bring the whole vision to life.

Who I Want to Work With

My dream clients are the ones like me - the ones who’ve been here a while, maybe stop-starting, maybe feeling a little unsure, but ready to go all in..

They’ve evolved. Their goals have shifted. And now they want a brand that reflects who they are now - unapologetically.

I work with women-owned and inclusive brands, whether they’re product or service-based. I’ve got brand packages for both. And I want to help these businesses be seen, have their cool sh*t look good and feel proud of what they’re building!

I’m obsessed with packaging - it’s my bread and butter, but I also love working with service-based businesses doing beautiful things for others. I want a peaceful life, fulfilling work, and to create things that light me up. That’s the Slog dream!

So to the ones still Slogging it out..

Keep going. Even if this isn’t your year, maybe it’s two years from now - if you really want it, you’ll make it happen. I’ve spent a lot of time wondering why hasn’t it happened for me yet? But the truth is, the internet is wild these days. There are so many businesses out there and that can feel overwhelming.

But also… isn’t that kind of cool? That so many people are building something for themselves?

It’s tough. It’s messy. It’s exhausting. But it’s worth it. And you don’t have to do it alone. This time, I’ve been using a government-funded business support group local to me that runs workshops on marketing, business, and more - every council in the UK has something like this so make the most of it!

What’s Next for Slog?

I’ve got ideas coming out of my ears and not enough time to do them all - which honestly just means I’ve got years worth of plans. So, win-win.

You can expect newsletters, freebies for small business owners, workshops, more blog posts.. maybe even a cheeky course one day!?

It’s going to be a wild year for Slog and I’m SO ready.

Thanks for being part of it xx

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TL;DR: Slog is here, she’s messy, she’s mine and she’s ready to help you look good while you slog your way to success. Let’s gooooo!

Thinking about a rebrand yourself? Let’s slog through it together!