The GroundWork Club, Via Provinciale 101, Inverso Pinasca (2026)

21/09/2023

🌿 Embracing the Seasons of My Soul 🍂Nature's wisdom teaches us that seasons change, and so do we. As a heart-centered entrepreneur, I've been on a beautiful journey of growth and creation. But just like the trees are starting to shed their leaves, I've come to a season where I need to let go, pause, and let my roots go deeper.

There's a sacred wisdom in the stillness, a creative renewal that can only bloom when we honor our need to slow down. 🌿

Slowing down doesn't mean giving up; it means allowing space for new ideas to bloom, for our spirit to rekindle, and for our heart to lead the way.

In this season of my life, I'm exploring the depths of my own authenticity, nurturing my spirit, and reconnecting with the simple joys of life. 🌼

So, I'm taking a step back to reconnect with the essence of what brought me here - the love for what I do, the excitement of something new and the authenticity that fuels my journey. I don’t know where this journey will take me yet, but I’m excited to find out. I want savor this season of renewal and growth, for when we nurture our souls, we create from a place of abundance. ✨

Thank you for being part of this organic and soulful chapter, and for your unwavering support. 🙏

08/08/2023

THE TRANQUIL JOURNEY OF EMOTIONAL BRANDING 🌴
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Close your eyes and envision a tranquil oasis where brands and emotions dance in harmony. This is the realm of emotional branding, a journey that invites you to pause, reflect and connect.
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💧 Imagine your brand as a gentle stream, flowing with the essence of authenticity and purpose. As you venture deeper, you uncover the hidden stones of your brand's values and stories. Just as ripples spread across the water's surface, your brand's emotions ripple through the hearts of your audience.
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🎨 Pause and breathe in the hues of your brand's palette. Each color whispers a sentiment, a feeling that awakens the senses. Soft pastels evoke serenity, while deep earth tones ground your message in trust. Allow these colors to paint a canvas of emotions, a masterpiece that resonates with those who seek solace.
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🍂 Words, like the gentle rustle of leaves, are the vessel of your brand's narrative. Each word is a bridge that connects aspirations, challenges, and solutions. Let each word be a gentle touch, a reminder that your brand listens and cares. Let your language be an echo of empathy, resonating in the hearts of those who seek refuge.
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Emotional branding isn't a sprint; it's a mindful stroll through your brand's essence. It's about creating spaces that invite your audience to unwind, to immerse themselves in the story you share. As you infuse your brand with emotions, you create a sanctuary that soothes and uplifts, a sanctuary where connections bloom like the most delicate of blossoms. 🌻
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If you're ready to unleash the essence of your brand, we're here to help. Reach out and do the groundwork with us.
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19/06/2023

Entrepreneurship is the biggest - and sometimes hardest - personal development journey you’ll ever go on. Our mindset shapes us and impacts our ability to overcome challenges in entrepreneurship and life, from reframing our setbacks to letting go of perfectionism, asking for help, encouraging real authenticity and honoring our resilience.

Here are 3 mindset shifts you can make today and if you want to get the full story, head over to our podcast to discover all the mindset shifts that have changed my personal and business journey. Through personal anecdotes and made it easier to embrace growth, cultivate self-compassion, foster authenticity and find the courage to show up fully, no matter what that looks like.

🎙️ What we explore in the episode:
↳ Honor the Mistakes: Embrace challenges as opportunities for growth and improvement
↳ Give Yourself Grace: Learn to be kinder to yourself and find balance in productivity and self-care
↳ Asking for Help is Sexy: How delegating tasks and preserving your energy will bring you joy
↳ No One Does It Like You Do: Own your unique personality and use it to set your brand and business apart
↳ Honest Beats Pretty: Authenticity resonates more than polished appearances
↳ Showing Up is Brave: Overcome fears and embrace the journey of entrepreneurship with courage and resilience

Link in bio to listen, or anywhere you get your podcast 🎙️

13/06/2023

JUST SO YOU KNOW
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The marketing space can be fuzzy, confusing and unclear. I'm here to change that and to do so, I want to break down EXACTLY what you get when you book a Brand Strategy with us. Swipe to find out and slide in my DM's if you're in. The spa treatment begins now...

02/05/2023

BURST YOUR BUBBLE, WILL YA?
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The best way to create a brand that stands the test of time is to look outside your industry for inspiration. You don’t want to craft something that looks like a slightly different iteration of everything else that’s already out there.
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How do you do that, you ask? Here’s our top 3:
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✔️ Lean into your spiky point of view: chances are you have strong opinions, a unique taste and a very special way of doing things. That’s what you have to lead with. What makes you different? What’s your process? What are your real, deep-rooted inspirations (not what the ‘market’ says is cool)? Make sure you dig deep and identify what makes you different and how that can be integrated in the way you do business, be it branding, customer experience, language, imagery, your product suite…
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✔️ Seek inspiration in unexpected places: let’s say you’re a copywriter. You should NOT be looking at other copywriters when building your brand and offering but rather look at every piece of great copy that’s inspired you - it could be on the back of your favorite childhood cereal box, in the duty free section of the airport or at your hairdressers - and go from there. Look at brands you admire, what their tone of voice sounds like and WHY it speaks to you. Create from a place of wonder and surprise, rather than what’s expected of your specific industry.
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✔️ Let go of perfection and crash test your brand: messy action is 100% valid - to a degree - and you will never feel like your brand is exactly where you want it to be, so put the first version of it together and get it out to market. A beta version, if you will. Then, start interacting with your audience, ask for feedback and start building your brand identity one step at a time.
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What stage of brand building are you at? Do you feel like your brand needs a spa day? Doors are open. DM us for more info.

28/04/2023

A BEA(BI)CHY KIND OF MOOD
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I'm about to jet off to Greece for a week for ’s retreat and this could not come at a more perfect time. Between moving into our new house, finding a new routine and the current astrological weather, I’m a little all over the place and I can't wait to slow down, reset and reconnect to my vision and fall in love with my business - and life - again. But before I go, the universe decided to give me the best project ever to get me in the mood and remind me of why I love what I do.
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This brand we’re developing feels like the sand on your toes, the sun kissing your cheek, the breeze on a beach in Tulum, a freshly squeezed lemonade on a hot summer day and a zest of confidence all wrapped up into one. Scroll to discover the mood we're crafting for it.
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Now, time to pack and embark on an epic adventure. On the agenda: flowy dresses, morning yoga, a whole lot of reading and sunbathing, deep conversations and belly laughs. Counting down the minutes.

24/04/2023

365 days of us figuring out life together. I don’t do sap, so I’ll just say this. The man you are, and you’re working on becoming, is the best partner I could have ever asked for. I’m proud to be your wife (still not used to being called that btw). I love you, like A LOT.
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14/04/2023

I see you. You crave something different. You want to rewrite the rules - or better yet, throw the proverbial book out because the traditional definition of success is not what you want (even if you once did).
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I’m here to tell you that I’ve been there. I hustled in the corporate world for about a decade, in ad agencies and fashion departments, I climbed the ladder because that’s what I was told “making it” meant. And then, I stood up there. I was managing a team of 6, making very good money, living a lavish lifestyle as an expat, but I felt empty and unfulfilled. My life lacked joy, and my light was dimmed. And I was tired…
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One morning, waking up in the hills of the Himalayas on my only vacation in 3 years (this was pre-cov*** to give you some context), it dawned on me. I was meant for something else. The corporate box I was forced to operate in didn’t allow me to connect with humans on a deeper level and be able to operate from a place of calm and alignment to truly offer the best of myself. Burnt-out me was doing all the things, but forgot that in order to help others and make an impact, I needed to slow down and find peace first. It’s the whole “put your mask on first before assisting others” deal.
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So I dug deep, found the courage to sell almost everything I owned, quit my job, moved to Italy after 12 years abroad and I launched my own agency. Because I believe in doing things differently. I believe our industry needs a drastic change. I believe that brands need to do better, and that trends pass. Only values and shared experiences remain.
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I can now tell you that operating from a place of calm, working at a slower pace and doing things intentionally has transformed my life completely. Calm isn’t scary. It’s where truth lies. Come and find it with me.

11/04/2023

WHAT'S YOUR SOUNDTRACK?
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Your brand needs a soundtrack. What's that? Simply put, it's your brand voice. It's the way you speak, the way you communicate with others, the way you express yourself and oftentimes, it can be the way people perceive you. For this reason, crafting your brand vocabulary in alignment with your values is crucial to create a truly cohesive and sustainable brand.
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Take Groundwork for example. Our brand DNA is deeply rooted in the spa/wellness universe, and our language - both visual and spoken - reflects that because of the feeling we want to evoke: one of relaxation and serenity.
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Your brand FEEL is your guiding light here, so ask yourself: do you want to sound confident and knowledgeable, or more whimsical and poetic? Or perhaps, you simply want to make people laugh... Remember, the goal here is to craft compelling copy that will make your audience want to read on and come back for more.
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Here are a few simple ways to get you started:
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🚫 Create a list of banned words. For us, the terms hustle and girlboss are two prime examples of things you will NEVER catch us saying. What are yours?
🔬 Look at an industry that evokes the same feeling you're wanting to ignite, and put your research hat on. What words can create that emotional connection? Build a lexicon from there.
🎨 Have fun with it. We encourage exploration and silly fun here, so start with word play, puns, funny taglines that stood out to you and build on that. You'd be surprised the gems that can come out of a good pun session!
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Drop below what your NO words are, we want to know, and start crafting that soundtrack of yours 🎶

14/03/2023

It's all about the feels, people. 💕
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In his famous TED Talk, “Start with Why,” Simon Sinek points out that defining your “why” is how you explain your purpose. He said, “People don’t buy what you do or how you do it, they buy why you do it.” Unearthing your why and what makes you inherently human is the key to creating an emotional bond with the people you want to serve. 💏
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You do that through asking yourself one simple question: how do you want to make people feel? It's a fundamental perspective shift that will impact how to build, develop and deploy your brand. 🪷
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Take a few deep breaths, sit down with pen and paper and ask yourself these questions:
→ If you were sitting down with your customer for a cup of ☕️, what is the feeling you want them to walk away with?
→ What does this feeling mean? How does it translate into people's lives? 🌼
→ What does it look like in practice? How does it get infused in your brand? 🍋
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A practical example:
→ Brand feel: empowerment 💪
→ For your people: that looks like them walking away with knowledge, confidence and motivation 📚
→ For your brand: that looks like confident language, energizing colors, bold typefaces, sassy social media content... 💋
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Need help unearthing your feel? That's what we're here for. We offer a variety of brand treatments to support you in creating the most soulful and authentic brand. DM us and let’s get the spa vibes going. 🧴🧽🫧
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07/03/2023

What makes a brand memorable, you ask? Keep reading to find out.

🖥️ the service: whether you’re doing something completely new or you’re in a crowded industry, what matters is how you do what you do. You need to find new ways to deliver your product or service to yours customers to stand out and be remembered.

🪴the values: value-based strategy is where it’s at. Your brand aesthetic is but an empty shell if you don’t stand for something bigger than yourself, and if you don’t champion the values your soul client cares about.

👂🏼the experience: we are all about 5* experience here, and it’s often the most overlooked part of building your brand. If you listen closely, you’ll find out what your clients want and you’ll craft an experience to give them exactly that, and make your mark.

🍋 the feeling: we connect with the brands that make us feel something. Because people want to be seen, heard and championed. Think of your brand as a human. When you interact with your dream client, what feeling do you want them to walk away with?

Really, it’s all about shifting your perspective. You should look at your consumers not as simple consumers but as your people… Your product becomes an experience. Your identity becomes a personality, your service becomes a relationship. You go from honesty to trust, from notoriety to aspiration and from function to feel.

Ready to do the groundwork and unearth that soulful brand of yours? The spa doors are open. Book your treatment now.

19/01/2023

THE HONEST TEA
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Ever since I took my end of year break, I’ve been feeling disconnected from my business, my vision and my creativity. I’m a little lost about what to do next, and struggling with how I show up here. So I went quiet… For fear of loosing clients if I share this, because I'm fighting against it and pretending I can will it into oblivion, and just because I judge myself too harshly for not being 100% ready to seize this new year... But then I remembered: we’re all humans here, and chances are I’m not the only one feeling this way, so I need to share.
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Between a month-long family vacation and a move to a different country, I’m feeling tired and unsettled. I don’t recognize my surroundings, I don’t feel at home yet and I'm not quite sure where to start... But I’ve decided to accept this phase. I’m choosing to let go and embrace it. Let this time show me where I should go, what I should do and what lessons I should learn.
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Here are 3 things I’ve decided to commit to to support me in this time:
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🕯️ Grounding routines: being able to book-end my day is something so precious to me so I know I need to go back to my daily rituals to feel a sense of place and ease
🔮 Trust: choosing to have trust, in myself and what this moment has to teach me.
🃏 Curiosity: discovering new parts of the city, reading a book, going to a museum, meeting new people. I’m going to say yes to what’s in front of me and see what it ignites
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How are YOU feeling in this season? If, like me, you're going through a little bit of ebb and flow, what do you do to ground yourself and feel supported? Let me know in the comments, I want to chat about this, because we are in this together.

The GroundWork Club

21/09/2023

08/08/2023

19/06/2023

13/06/2023

02/05/2023

28/04/2023

24/04/2023

14/04/2023

11/04/2023

14/03/2023

07/03/2023

19/01/2023

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