FROM DECK TO DONE
Case Studies
LAUNCHING THE MUSE METHOD
Cassandra Baden-Turner is a wardrobe stylist with a gift for making women feel like the main character in their own lives.
After years of honing her eye for personal and brand styling, she created The Muse Method — a signature approach designed for creative women ready to show up with confidence, clarity, and style.
Cassandra and I actually go way back! She was one of my Day of Pittsburgh brides in 2023. I got a front row seat to her effortless sense of style on her wedding day, and it was obvious she had that rare ability to make fashion feel both elevated and natural.
The (Second) Meet-Cute
The season she Invested
Two years later, we reconnected as new versions of ourselves. Cassandra was ready to take her styling from word-of-mouth to a fully launched brand–the kind of business that matched her talent.
I was thrilled to help her shape The Muse Method into something clear, magnetic, and ready for the world. And in the process, she helped me too: Styling me for my own rebrand so I could step into my coaching business with a wardrobe that finally felt aligned.
She had the spark of what would become The Muse Method, and I knew right away my role was to help her give it the structure, clarity, and spotlight it deserved.
When Cassandra reached out, she wasn’t starting from scratch in her craft–she was starting from scratch in her business. Her styling services had always been something she did behind the scenes in between her full time job.
When she shared the vision and story behind The Muse Method–her signature approach to helping women who are creative forces align their style with the power of their presence–I was floored at how developed her brand already was.
Cassandra needed a clear service suite and client process. She struggled to put words to what made her method distinct, and she didn’t yet have the brand presence or launch plan to attract the women she most wanted to work with.
“I had all these ideas floating around, but I didn’t know how to pull them together in a way that felt like me.”
“I was itching to leave corporate retail but feeling very afraid to leave that comfort. I knew deep down what I wanted to do but had no idea how to take the first step…the fear was so loud in my head: Rejection, finances, stress. Failure.”
“I’d been styling for years, but it never felt official. I wanted to step into it fully.”
We started with my signature VIP day to pull all her ideas, goals, and aesthetics into one clear direction. We defined her target audience: women who are creative forces in their industries, refined the promise of The Muse Method: Not just clothes, but an embodied brand presence, and positioned Cassandra as a high-end, intentional stylist with a distinctive point of view.
From there, we created a visual brand direction that reflected her elevated style, messaging that clearly explained The Muse Method's values, and a service suite with a defined client process from discovery to final fitting.
1.
STRATEGIC LAUNCH PLAN
VIP DAY VISION BUILDING
PRE-LAUNCH OFFER
To bridge the gap before her official launch, Cassandra and I created a Capsule Styling Session: a bite-sized offer that gave women a taste of her method while building cash flow and a warm audience. This mini-offer was intentionally designed to support her financially in the spring, funnel clients into her upcoming signature service, and give her tangible proof of concept before The Muse Method went live…HELLO CONFIDENCE!
2.
STRATEGIC LAUNCH PLAN
VIP DAY VISION BUILDING
PRE-LAUNCH OFFER
We built her debut moment intentionally, by planning a mini brand shoot styled to reflect her brand in action (and included many of my other talented clients, a freakin’ rainbow, the power of the Greek Goddesses and these incredible LEWKS), refined the brand messaging, guided the design of a sleek new site where curious women can explore The Muse Method, and created a social media launch strategy to introduce The Muse Method to her network.
3.
STRATEGIC LAUNCH PLAN
VIP DAY VISION-BUILDING
PRE-LAUNCH OFFER
LAUNCH WEEK
“Heather helped me see my business the way I’d always imagined it, but bigger, clearer, and ready for the world.”
The Muse Method was launched as a fully-branded styling business.
“The Muse Method finally feels like a real business, not just something I talk about over coffee.”
- Booked out her first round of Capsule Sessions within weeks, brought in over $5K in pre-launch revenue, and converted 30% of those clients into Muse Method clients once the full brand launched.
- Established a clear brand identity that positioned her as a stylist for high-impact women
- Gave Cassandra the tools to confidently market herself and grow
“This was huge. Heather helped me realize that sometimes you have to tell people what you can do for them and ASK THEM if you can do it for them. Not only did I sell out, but it lead to so many new client leads for me and future work. And paid my rent!”
REFLECTIONS
Cassandra already had the talent and vision, she just needed the structure, strategy, and creative direction to launch. During our time together, we turned her years of experience into a brand that speaks directly to the women she most wants to serve.
When you’re ready to turn your craft into a business, having a creative director in your corner can make the difference between a quiet start and a launch that gets noticed.
