The Workspace for Children (Lizzie Assa)
PARENTING COACH + EDUCATOR FOR PARENTS OF KIDS UNDER 12
Lizzie Assa is the parenting strategist thoughtful moms turn to when they're drowning in conflicting advice and desperately want permission to just exhale. She's an educator, a mom of three, and the kind of person who makes you feel both deeply understood and quietly capable — all within the first five minutes of talking to her.
She's been building The Workspace for Children for years, growing a deeply loyal audience who followed along as her own kids grew up. Parents who feel like internet aunties to her family. People who trust her not because she's trendy, but because she's the opposite of that.
The problem wasn't the audience. It wasn't the content. It wasn't even the brand — Lizzie had loved her branding for years because it was playful and instantly recognizable, and that familiarity had built real trust. But over time, it had started to feel stale. Visually outdated. Like it no longer captured the depth, the quiet authority, or the calm she actually brings to her work.
She didn't want a dramatic reinvention. She wanted the same feeling you get when you walk into someone's home for the first time and think — this is so them. Even if everything is new.
-
Lizzie's brand had a very specific challenge: it needed to feel evolved without losing the recognition she'd spent years building. Too safe and it would still feel dated. Too different and she'd lose the thread of trust her audience had come to rely on.
The reference points she gave us were telling — Clare V., Bobo Choses, Mini Rodini. Colorful and playful without feeling chaotic. Bold and whimsical, but with a confidence and intention behind every choice. Never fussy. Never performative.
So we built a brand that feels like that. Steady, intentional, wonder-filled, and nostalgic — the visual equivalent of slow mornings in the sun and a stack of well-loved picture books. Bold enough to stop the scroll. Grounded enough to feel like her.
The kind of brand that walks into a room and doesn't need to announce itself.
-
Lizzie's old site wasn't reflecting the depth of what she actually offers. She has a book, a guide library, a Substack, private coaching, free resources — a whole world of support for parents. But none of it was organized in a way that guided visitors toward the thing that was right for them.
We rebuilt her site on Squarespace with a clear through-line: you're not going to be overwhelmed here. This is a place to land, breathe, and figure out exactly what you need.
The new structure walks visitors through who Lizzie is, who she's built this for, and how she can help — whether that's a one-time strategy session, a deep dive into the guide library, or showing up in their inbox every week via Substack. The messaging mirrors her brand values at every turn: less noise, more clarity. No fear-based hooks. No performative urgency.
Just a website that finally feels as grounded as the work itself.
-
Lizzie's content has always resonated deeply with the people already in her orbit. The challenge was creating a visual system that could help her reach new aligned followers without compromising the non-performative, deeply personal feel that made her audience trust her in the first place.
We designed a template library built around her three core content pillars — protecting peace in family life, the magic of simple everyday childhood, and parenting with clarity and confidence. Bold, colorful, and instantly recognizable, with a playful hand-done quality that feels personal rather than polished-to-oblivion.
Because Lizzie's audience doesn't respond to stock photos and generic graphics. They respond to her. The templates make it easy to show up that way, consistently, without the creative drain.
-
Lizzie's Substack is where she really lives — longer, richer, more personal. It was already a natural home for her voice, but it needed to feel visually cohesive with the new brand so that readers moving between her website and her newsletter felt like they'd landed in the same world.
We extended the brand identity into her Substack presence so the whole ecosystem — site, social, newsletter — feels like one intentional, unmistakably Lizzie thing.
Because when someone finds you through one channel and follows you to another, the experience should feel like coming home.
From recognizable to truly refineD
Lizzie had already built something real. Now her brand finally shows it.
The Workspace for Children has always stood for slowing down, protecting peace, and trusting yourself as a parent. The new brand, site, and templates bring that same energy to every corner of her online presence — so the first impression finally matches the depth of what's waiting on the other side.
"Tori is a wizard. She was able to take my vague ideas and turn them into a clear vision, which she then turned into a completely elevated version of my brand that really feels like me." — Lizzie Assa
Loved this project?
You’ve seen what I can do. Now let’s talk about you.
If you're ready for a brand that fits like your favorite outfit and a website that sells while you’re in school pickup line—I'm your girl.
Hey, I’m Tori—and I’m living proof that going all-in pays off, even if your desk is a Boppy pillow and your office hours are… negotiable.
I built my business during 2am feedings and nap traps, after getting let go from my corporate job while holding my newborn. Fun times! Instead of dusting off my resume, I launched a website. And since then? I’ve helped hundreds of moms do the same.
Because truthfully? The hardest part isn’t running the business.
It’s looking like you have your shit together while doing it.
That’s where I come in: helping you show up online as the personal brand you already are—pasta boiling, stroller pushing, big-dream having and all.