Even branding experts need to step back and look at their own business. Chloe Wilkin explains why she’s rethinking hers – and what’s coming next as a result.
A client messaged me on LinkedIn recently asking where I’d been as my feed had been unnaturally quiet. At networking events, I’ve had similar questions: “I haven’t seen you for ages. What have you been up to?”
So, a little update is probably overdue. I’m still here, still working and still taking on clients. That said, I’ve also been making some big decisions about what comes next.
Until now, I’ve been running Wilkin Design and Four UX Studio as separate businesses. They offered slightly different services, but there was plenty of crossover. Eventually, I found myself asking: what am I doing?
IT'S TIME FOR A CHANGE...
I have a bad habit of forgetting that I’m one person. Someone who needs rest, a personal life and can’t work 24/7, however much I try.
Wilkin Design was well established and keeping me busy, which meant I wasn’t giving Four UX Studio the time and energy it needed. I was working a lot, but I wasn’t necessarily building the life or career I wanted.
After stepping back and having some good conversations with my business coach, bringing everything together made more and more sense. I’m now combining the two under one limited company, with a new name, a new brand and a clearer approach.
It’s a big shift for me. When I first started, I wanted to work for myself and be in charge of my own future. Now, I want to build a company that can grow, employ people and give me the freedom to take time off without everything stopping.
A NEW WAY OF WORKING
I’ve also changed my approach to how I’ll be working with clients. You see, branding doesn’t stop at the logo. Your website, social media, marketing materials and customer experience all need to work together, building trust and giving people a real sense of who you are.
You might come to me wanting help with social media. But if the aim is to send people to a website that’s difficult to use, we'll need to look at that too. Equally, if your brand hasn’t been reviewed for ten years, does it still reflect the business you’ve become?
I want to understand the whole picture and help clients prioritise what needs attention. Recently, someone thought their website needed completely rebuilding. After an audit, my advice was that it was doing its job; their social media needed more work. I care about making useful recommendations, including when that means telling someone they don't necessarily need what they initially asked for.
GETTING THINGS RIGHT
The preparation has taken time. Choosing the name alone took about three months, with help from people in my network and a conversation at the Forge 2026 event that finally helped me decide.
There’s an interesting Amsterdam connection too, but I’ll save that story for the full reveal in my upcoming unLTD cover feature.
For now, I’m balancing the rebrand and new website with delivering client work.
It hasn’t felt right to keep promoting two businesses while preparing to bring them together, but if you do currently need help with building your brand, UX/UI or marketing your business, drop me a message on LinkedIn.
The feed might be quiet. But behind the scenes, I’ve been very busy indeed!
