Case Study

Brand & CRM Connection

2024-25

10+

New Clients in July

42%

MRR Growth the Same Month

34–50%

Lead Magnet Opt-in Rates

Ciera + Co.

A startup accounting firm led by Alyssa Ciera in Buffalo, NY. I partnered with Ciera + Co. to build a connected brand and a working system that attracts the right clients and moves them smoothly into service.

Team & Partners: Founder, operations, finance, design.

Deliverables

Brand identity and assets

Website and marketing hub

Resource landing pages and conversion paths

CRM setup and follow up emails

Creative Operation SOPs

Sales collateral

Analytics reporting

The Project

My Role & Ownership

As Senior Graphic Designer, I owned design across brand, website, lead generation, and onboarding. I set clear checkpoints, created file standards, and aligned operations with marketing and client service.

  • Brand system and usage rules the team could run

  • Website with resource landing pages and conversion paths

  • CRM setup, follow up emails, and simple reporting snapshots

  • Onboarding SOPs and sales collateral with clean handoffs

The Challenge

This was a whole journey build with no connected system. Leads were inconsistent, onboarding was manual, and the team spent time context switching. We needed a predictable path from first touch to signed client.

  • Build and establish systems without interruption to clients being served

  • Create simple tools the team could maintain without new hires

  • Keep the experience consistent from marketing to service

The Solution

A connected brand, a working website, and a client journey implemented in three phases.

Phase #1: Visual Branding

Delivered a clean, modern identity with practical components (and nods to her Buffalo, NY roots) and a style guide the team could use without outside support.

Phase #2: Website & Client Onboarding

Built a centralized site with clear navigation, resource landing pages, and a clean conversion path. Documented intake, agreements, and handoffs. Enabled basic analytics.

Phase #3: Lead-Generation Ecosystem

Launched resources tied to the offer. Implemented CRM pipelines and follow up emails. Created sales collateral and a maintenance toolkit.

Results

The impact was immediate and measurable:

  • 10+ new clients added in July

  • 42% MRR growth that same month

  • 34–50% opt-in rates across lead magnets

  • Faster intake with fewer emails and cleaner handoffs

  • Reusable sales collateral and a maintenance toolkit

The lead generation system also outperformed common benchmarks. Many resource pages convert around 20 to 30 percent. Ciera + Co.’s lead assets consistently performed above that range, with several in high-performing territory:

34.8%

Pricing

Blueprint

50.0%

Profit Plan Guide

36.3%

Salon Deductions

47.2%

Chart of Accounts

“Brittany is the best. I’ve worked with tons of brand people and designers, and Brittany Miller is the only one who has delivered over and over again. She’s the one I trust to get it right every time.”

Alyssa Ciera

10+

New Clients in July

42%

MRR Growth the Same Month

34–50%

Lead Magnet Opt-in Rates

Lessons Learned & Reflections

Growth gets easier when brand, website, and operations work together. The win here was turning expertise into a repeatable system. Consistent visuals, clear service paths, automated intake, and practical tools freed the team to focus on clients, not admin or creative.

Explore

Deliverables & Design

Curious about the system behind the numbers? Explore the identity, website, and lead magnets, that built Ciera + Co.’s demand engine and client experience.

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