A New Chapter
Over the past few months, I’ve had the feeling that a new chapter was quietly unfolding.
I couldn’t fully explain it at first. Nothing about my business felt wrong. In fact, I felt more connected to my work than I ever had before. But every time I sat down to write or share something, I felt like I was leaving parts of myself behind.
I’ve learned not to ignore those feelings.
They usually arrive long before I have the language to explain them.
This week, I changed my Instagram handle.
Not my business.
Just my name.
On the surface, it probably seems like a small change.
For me, it represented something I’ve been slowly realizing over the past year.
LRA Design Studio isn’t changing.
If anything, I love my business more today than I did the day I started it.
It’s still where I spend my days helping founders clarify who they are, position their businesses with intention, create thoughtful customer experiences, and build brands that people trust.
That work hasn’t changed.
What changed was my understanding of where it fits in my life.
For a long time, I believed everything I shared needed to live inside LRA. Every observation, every story, every lesson had to connect directly back to branding, strategy, or design because that’s what people expected from me.
Looking back, I don’t think that was ever the whole story.
The way I think about branding has never come from branding alone.
It’s come from paying attention.
It’s come from the conversations that stay with me long after they’ve ended. Morning walks where an idea finally clicks. Watching my son grow into himself while remembering what it felt like to be his age. Healing through cancer and chronic migraines. Beautiful hotels that make me notice the smallest details. Coffee shops that somehow make people feel instantly at ease. Customer experiences that remind me what thoughtful leadership feels like.
Those moments have shaped my work just as much as any client project ever has.
They’re the reason I ask the questions I ask.
They’re the reason I care so deeply about understanding before being understood.
They’re the reason I’ve spent years helping founders create businesses that feel like an honest reflection of who they’ve become.
Somewhere along the way, I realized I wasn’t resisting Instagram.
I wasn’t even resisting showing up consistently.
I think I was resisting the feeling that I had to leave parts of myself behind every time I showed up.
Because the truth is, I’ve never been interested in branding for branding’s sake.
I’ve always been interested in people.
In identity.
In trust.
In the quiet moments that shape the way we experience the world.
Branding simply became one of the ways I get to explore those ideas every day.
That’s why changing my Instagram handle felt so significant.
It wasn’t about stepping away from LRA.
It was about creating enough room for the person behind it.
Moving forward, you’ll still find LRA here.
You’ll still see client work, strategy, positioning, behind-the-scenes moments, and the conversations I’m having with founders every week.
But you’ll also find the experiences that shape those conversations before they ever become client work.
The walks.
The books.
Motherhood.
Healing.
Leadership.
Beauty.
The everyday moments that continue changing the way I see the world.
Because I’ve realized they were never separate.
They’ve always belonged together.
Changing my name didn’t feel like starting over.
It felt like coming home.
Not because I became someone new.
Because I finally stopped asking one part of my life to carry all of me.
LRA has always been one expression of who I am.
Now, it gets to exist alongside everything else that’s shaped the person—and the perspective—behind it.
And somehow, that feels like the most honest place I’ve ever started from.
Hi, I’m Lyndsey.
I spend a lot of my time noticing thoughtful businesses, having meaningful conversations, enjoying beautiful experiences, and appreciating the everyday moments that shape the way I see the world.
If these reflections resonate with you, I’d love to have you here as we continue exploring where business, leadership, and everyday life meet.