Legacy in Motion
One Family. Three Brands. Infinite Ripples.
How personal storytelling, digital presence, and generational strategy came together to build a brand family legacy.
This wasn’t just about personal branding.
It was about alignment across life, leadership, and legacy.
Over the course of three projects, I had the privilege of supporting one family across three powerful pivots:
A seasoned executive stepping fully into her voice
A student-creative shaping his story—and landing his dream school
And a legacy organization evolving its brand to match its real-world impact
What began as a personal brand refresh became a full-circle transformation.
This is what happens when the work goes Beyond Social.
Janel Merritt — Owning Her #GoodEnergy
The Engagement
Clarified her UVP to reflect 30+ years of experience, leadership, and mentorship in public service, energy, and tech
Reimagined her LinkedIn to reflect both her warmth and her weight in the industry
Rewrote her executive bio so it could flex for keynotes, op-eds, and board seats
Mapped out her signature topics so she can walk into any conversation with clarity
Named the essence of her leadership: #GoodEnergy, not just her area of expertise, but her brand
The Challenge
Janel didn’t need a brand makeover; she needed a re-introduction. With decades of experience in business development, public service, energy, and tech, she was already doing the work. But her digital presence didn’t reflect her brilliance, her warmth, or the impact she brings to every room.
The Approach
We anchored her personal brand in her lived wisdom and natural leadership style.
We didn’t build a persona; we lifted the curtain on the presence she already carried, and gave it a name: #GoodEnergy.
The Impact
Janel’s stepping into new lanes—more speaking, more collaboration, and more recognition for the brilliance she’s always carried.
This wasn’t about becoming something she wasn’t.
It was about finally showing up online the way we already know her in real life.
Her website is next.
Whether she’s keynoting, moderating, or podcasting, she brings clarity, warmth, and perspective that moves the room. Visit her LinkedIn here.
She’s always been #GoodEnergy. I just gave it a name.
Why It Matters
Her presence is catching up to her power, and the world is taking note.
Julian Merritt — Turning Vision Into a Future
The Engagement
Clarified his UVP to ground his voice in clarity, confidence, and creative vision
Organized and framed his film, photography, and leadership work into a cohesive digital portfolio
Reframed his injury into a narrative of resilience and self-discovery
Provided structure and tools for him to design his own website using our framework
Shaped his story into college essay language, aligning his digital presence with his applications
The Challenge
Julian, Janel’s son, didn’t come into the Sprint needing direction; he had experience.
A senior in Alexandria, VA, he’d interned in sports management for two summers, served as captain of his basketball team, and after an Achilles injury, paused his season, started exploring film and photography.
He co-founded a Short Film Club at school and had quietly built a solid creative portfolio. He’d mentioned it in passing, but his parents hadn’t realized how much leadership and content he had already developed.
That shifted the moment we got on a call, when his story, his work, and his voice finally came into full view.
The Approach
We started with his voice—not just what he’d done, but how he’d grown.
Through the Beyond Social Sprint, we helped Julian organize his creative work, identify the throughline in his passions, and build a portfolio that reflected both where he’s been and where he’s headed.
We didn’t just create a site—we shaped a story of quiet leadership, creative confidence, and transformation.
The Impact
Julian submitted his site with his applications, including his Howard University supplement, and was accepted into the Chadwick Boseman College of Fine Arts.
He’s back on the court. Still team captain. Still building. Only now, he has the confidence to own his creative voice online and off.
As Janel said, “Susan, you saw his soul. Thank you.”
This wasn’t just a sprint. It was a spotlight.
Why It Matters
Julian had the substance. The story. The spark.
All he needed was the structure to bring it to life and someone to reflect it back with clarity and care.
This sprint gave him more than a website. It gave him a sense of agency.
Because when young people see their voice reflected back to them with value, they rise.
PS2G — A Refresh Rooted in Mission
The Engagement
Clarified the company’s unique value proposition across all three sectors
Refreshed the brand voice to sound strategic, confident, and human
Rewrote copy sitewide with clear, client-focused messaging
Redesigned the website layout for clarity, flow, and trust-building
Created a consistent digital experience that reflects PS2G’s leadership and legacy
The Challenge
PS2G had the contracts. The credibility. The impact.
But the brand? It hadn’t kept up.
The company had been delivering results across energy, healthcare IT, and public service for years. But its digital presence was dated, text-heavy, overly formal, and misaligned with the strength and modernity of the leadership behind it.
They didn’t need to start from scratch.
They needed a refresh that reflected the real work and real people behind the name.
That shifted the moment we got on a call, when his story, his work, and his voice finally came into full view.
The Approach
We treated the brand like we treated the leadership behind it: grounded, strategic, and ready for the next chapter.
The goal wasn’t to rebrand, but to realign, modernize the voice, simplify the structure, and elevate the clarity. We kept the heart of PS2G intact, but gave it a sharper, cleaner container to live in.
Why It Matters
A legacy business deserves a legacy brand presence.
PS2G didn’t need flash, they needed clarity.
And now they have it. The voice is aligned. The message is modern. The platform is built to support big conversations and even bigger contracts.
In crowded sectors, PS2G is a clear voice and the presence that aligns with thier confidence and credibility.
The Impact
The old site told people what PS2G does.
The new site shows them who PS2G is and why they matter.
Now, prospective clients land on a platform that builds instant trust. The navigation is intuitive, the language is accessible, and the tone finally matches the company’s real-world credibility.
It’s no longer just a company site.
It’s a strategic asset built to grow with the business.
Beyond Social. Real Alignment. Real Impact.
Beyond Social is about more than websites and bios. It’s about visibility with intention—helping individuals, families, and legacy brands show up in the world with clarity, creativity, and control.
When your story, your platform, and your people are aligned, the impact ripples.
Next: Join the next Sprint and start showing up the way you were always meant to.