KC Davis Struggle Care

Personal Brand & Self Help

KC Davis came to Braid as a licensed therapist who had built a massive following on TikTok by saying out loud what a lot of people needed to hear: your laundry pile doesn’t define you, care tasks are morally neutral, and there’s no shame in the struggle. She had the audience, the book, and the concept. She just needed a brand that could hold it all together.

We started The Braid Method® branding process by sorting out her purpose, her people, and the three-part world she was building: 1) KC Davis as the personal brand, 2) Struggle Care as the method and the movement, and 3) Breathing Underwater as the next chapter. From there we built the full brand platform with a logo suite, color palette, typography, social templates, podcast branding, website direction, and content category icons. Bold and bright, clean without being clinical, warm without being soft. And for the self-help rejects, no judgment.

Two years after our initial work together, KC came back. Her platform had grown to 1.6 million TikTok followers. She had become a USA Today bestseller with features in the New York Times, NPR, and Good Morning America. Her brand needed to grow with her. She wanted to bring more of herself in the work and expand Struggle Care from housework and hygiene hacks to the fuller picture of what it means to take care of yourself when life is hard. We did a full brand positioning & platform update with new headlines, updated website and social direction, an expanded photo library, custom photography direction, and a refreshed media kit.

Today KC Davis boasts 1.8 million TikTok followers @domesticblisters and we’re total fans of the content and work she continues to create.