Kate Bowler is an established academic who has written several best-selling books, built a thriving podcast, and learned to live the life she actually had, even when that life included cancer. And while doing all that, she also built a business and a brand around the idea that the toxically positive cultural narratives out there — everything happens for a reason, it’ll all work out, God works in mysterious ways — are actually harmful untruths that get in the way of actual joy. So Baldwin& was tasked with weaving together not just Kate’s story, but her brand, her podcast, her books, and her message in a way that felt true to her — and, ultimately, just true. And actually just true. We created the brand blueprint, design system, messaging guidelines, and comms plan to help build her brand and guide her team.