You've done all the "right" things
you know branding matters
You've hired a designer
(or DIYed it).
You picked your logos
colors
fonts
You have your brand book
mockups
a few templates
With your new brand before you...
You felt inspired.
You felt energized.
You could envision it all, the posts, proposals, presentations...in your minds eye you were finally "that" kind of business.
The one who had it all together. Every Piece of your brand, cohesive.
It'll be easy now.
so...How long did that last?
What happened after the new-brand-high faded?
When you're in front of your computer these days, what happens?
Feeling lost?
Do you open that brand book doc...then close it just as fast?
Maybe another scroll on pinterest will help...
find yourself searching for more "minimal templates" to try?
You did everything right.
So how can it still be so confusing?
Why does it drain you more than anything else?
It's Not You
You've Been Set Up to Fail
The whole branding industry is designed by designers...FOR designers. It doesn't factor you (ya know, the person who actually uses it every day?) into the equasion at all.
You don’t need another rebrand.
You don’t need more "minimal" templates.
You need less - You need to DO less.
That’s where I come in.
Hey I'm Sophie
Thoughtless Brand Advisor
My roots are in UX/UI and brand design. I’ve been doing it for 15 years in pretty much every environment you can think of — startups, in-house corporate, agency, self-employment, and beyond.
And ya know what I learned? Well, many things — but one of the most consistent is that everyone, no matter the size or shape, struggles with brand consistency. And that struggle has only grown with the added pressure of having an online presence on top of everything else they were already doing.
I also learned that I didn’t really like having every single tiny branding task on my plate… forever. I became hyper-focused on designing myself out of the job.
My WorkShy tendencies over the years are what forged the Thoughtless Brand — a system that simplifies, scales, and actually fits real life. Now I’m sharing it through the IDGAF Framework, 1:1 services, tools, and templates made for the way people actually work.
The IDGAF Framework
I use Minimalist and Design Principles to strip down and build back up a Truly Thoughless Brand.
Start with a Reality Check-In. Not your dream workflow — the actual mess of tools, habits, and half-finished Canva posts you’re dealing with. This isn’t about shame. It’s about seeing what’s really costing you time, energy, and sanity.
Build your Try-Some 16. Think of it like a capsule wardrobe, but for your brand: 2 fonts, 2 colors, 4 elements, 4 layouts — plus black, white, your logo, and headshot. No moodboards. Just choices you’ll actually use over the next 90 days.
Use only your Try-Some 16 for three months. No tweaks. No spirals. If it’s not in your set, it’s a Not Now — which means less second-guessing and more posting.
After 90 days, look at what held up. What felt easy? What got ignored? What did you try to sneak back in? The Not Now List will tell you more than any designer ever has.
This is your seasonal edit. Keep what worked, evolve what didn’t, and let the rest go. The system gets better every round — but only if you resist the rebrand itch.
Do you have a brand...but do can't figure out how to use it?
You Need The (free)
Thoughtless Brand
Starter Pack:
Want My Help?
You can learn the method on your own — but if you want my eyes on your brand, you've got options: