Client: Art Journal Ave.
Scope: Brand Identity Development & Website
Objective: Build a cohesive brand online and community so she can travel and live the life she dreams.
This is the story of how Teresa, the creative force behind Mind's Eye Journals, transitioned from an art show nomad to an online business powerhouse. With Heather Bunker Branding Co.'s strategic guidance, Teresa not only grew her business but also reimagined her brand—culminating in the merger of Mind's Eye Journals with her new venture, Art Journal Avenue.
For years, Teresa’s exquisite handmade journals had been sold primarily at art shows. While her craftsmanship was unmatched, her sales were inconsistent, and her online presence was practically non-existent. The unpredictable art show circuit left her stretched thin, tied to constant travel to art shows, and unable to scale her business effectively.
When we first started working together, I encouraged Theresa to dig deeper—to build a brand story, define her goals, and use her love for art journaling and travel to give her work greater depth. But like many artists, she was so close to what she created that she couldn’t immediately see the bigger picture. She resisted answering the hard questions—the ones that give a brand its guts, its moxie, and its true direction. And that’s okay. It took her nearly eight years to step back and recognize the potential of what she was building. But when she did, everything changed.
A beautifully designed, user-friendly website became the cornerstone of her online presence. It wasn’t just an online store—it was a home for her brand’s story, her journey, and the inspiration behind her work. A dedicated blog allowed her to share her passion for journaling, storytelling, and creative exploration, adding depth that resonated with her audience.
Theresa’s journals were handcrafted works of art, but her branding didn’t reflect that level of artistry. We elevated her visuals, ensuring that both Mind’s Eye Journals and Art Journal Avenue looked as premium and intentional as the work she created.
Most artists assume their customers are “anyone who appreciates good craftsmanship,” but that’s not enough. Through deep market research, we identified her ideal audience—creative travelers, journal enthusiasts, and those who wanted to document their lives in a meaningful way. We refined her messaging to speak directly to them, positioning her brand as more than just journals, but as tools for self-expression and adventure.
Artists often struggle with consistency online. We created branded templates and a tailored strategy that made it easier for Theresa to maintain a professional, engaging presence without it feeling like a full-time job.
Instead of relying solely on one-off sales, she introduced a membership program—a game-changer that turned casual buyers into loyal, repeat customers. This shift gave Theresa a sustainable revenue model and a way to foster deeper connections with her audience.
Once Theresa saw the bigger picture, she realized that her work wasn’t just about selling journals—it was about inspiring a lifestyle of creativity, exploration, and storytelling. That’s when she made the bold move to merge Mind’s Eye Journals with Art Journal Avenue, fully embracing her role as a teacher and guide for travel journaling and artistic self-expression.
The results were transformative—Teresa’s income nearly tripled, with online sales consistently outperforming her previous art show revenue, and collections selling out within hours. The introduction of a membership program turned one-time buyers into a loyal, engaged community of supporters. Most importantly, shifting from in-person sales to an online model freed her from the relentless art show circuit, giving her the flexibility to focus on her passions and build a business that aligned with the life she truly wanted.
Teresa’s journey is a powerful reminder that success lies in thinking bigger and aligning your business with the life you want to live. By honing in on what truly matters—your values, goals, and vision for the future—you can create a business that not only thrives but also fits seamlessly into your desired lifestyle.
Her transformation shows that the key to success isn’t about working harder—it’s about working smarter, setting clear intentions, and taking deliberate steps toward your goals. Whether it’s through rebranding, creating a loyal community, or embracing digital tools, Teresa’s story proves that your business can be both a source of fulfillment and a pathway to the life you’ve always dreamed of.
Ditch the burnout, charge what you're worth, and build a six-figure creative business—without sacrificing your passion or freedom.
