Great brands
aren't decorated.
They're built.
I'm Alicia Apesteguy. For over a decade I've helped build and grow multi-location businesses from the ground up, aligning brand, marketing, and operations into one system that holds together as a company scales.
- 10+ years building & scaling businesses
- Corporate-level operations & marketing
- Multi-location growth & expansion
- Certified MBTI® practitioner
Most consultants understand one side of a business. I've led both: the brand people fall for, and the operations that keep it standing.
Over the past decade I've spent my career inside growing companies, leading marketing, operations, brand, and expansion from the ground up. I've built the systems that let small teams scale, guided businesses through major growth, and translated big commercial goals into work that people actually feel.
That's the difference. A beautiful brand that isn't backed by operations falls apart under growth. Strong operations without a clear brand never earn the loyalty that makes growth possible. I work where the two meet, so your strategy, your customer experience, and the systems behind them move as one.
The result is calmer growth, clearer decisions, and a business that feels as considered on the inside as it looks on the outside.
Strategy First
Every engagement starts with the business (your goals, your market, your customer) before a single visual or system is touched.
Built to Scale
I design brands and operations as systems, so they hold up as you add locations, team members, and complexity.
Tied to Outcomes
Creative and operational decisions are always connected to something measurable: revenue, retention, and momentum.
Four ways to work together.
Whether you're refining a brand, untangling operations, or preparing to grow, engagements are scoped around where you are and where you're trying to go. Most begin with a short discovery conversation to find the right fit.
Brand & Positioning
Clarify who you are, who you serve, and why you're the obvious choice. Strategy, positioning, messaging, and the brand foundation everything else is built on.
Growth & Operations
The structure, systems, and strategy to scale without breaking. Advisory on operations, team, marketing, and the infrastructure that supports expansion.
Creative Direction & Build
A cohesive brand experience, designed and produced end to end: visual identity, website build-outs, photography, and content that looks the way your business deserves to.
Team & Leadership
Build self-aware, aligned teams using psychology-backed tools. As a certified MBTI® practitioner, I help leaders understand their people and work better together.
Brands built to be remembered.
A selection of brand, identity, and creative work produced for founders and growing businesses. Full case studies available on request.
Great businesses are built by people who understand themselves, and each other.
Part of what makes brand and operations work stick is understanding the people behind them. As a Certified MBTI® Step I & II practitioner, I bring a working knowledge of psychology and personality into everything I do, from how I position a brand to how I help leaders build teams that actually function.
For organizations, I offer MBTI® assessments and facilitated sessions as a team-development resource: a practical way to improve communication, sharpen leadership, and get the right people doing the right work.
"She thoughtfully created a personal brand for my company that suited my vision and brought my business to the next level. Creative, hardworking, with an attention to detail that matters. I use the work she created as an essential part of my business."
"The level of professionalism and quality of work is outstanding: organized, collaborative, and engaging. She works with you to create your vision while using her expertise to guide you. An excellent choice for any creative or business endeavour."
Let's talk about your business.
Tell me a little about where you are and what you're working toward. I take on a limited number of clients at a time to give each the attention it deserves, and I'll personally read your note and reply.
Based in Halifax · Working with clients everywhere
Send your inquiry below ↓