This is about more than business.

I believe that being self-employed is a form of resistance. It’s how we carve out space inside systems that weren’t built for us. It’s choosing sovereignty, sustainability, and enoughness. Playing the game without letting the game play you.

I love that moment when someone lets out the breath they didn’t even know they were holding, simply by being told “yes, what you want is possible.” That little spark of imagination and motivation that follows? That’s what keeps me at my desk, watching the city move outside my window.

This work is about helping you build a business that is yours. Clear, intentional, quietly powerful.

Hey, I’m Alison

I’m a creative strategist, web designer, and intuitive problem-solver living in Utrecht, the Netherlands with my husband and our four boys.

We’re a fully neurodiverse household, which means I deeply understand the need for calm, flexible systems and the magic of structure that bends instead of breaks.

As I approached 40, I was deep in burnout, trying to hold together a self-employed life that no longer felt sustainable—while also learning how to parent my autistic toddler. In the middle of that unraveling, I was diagnosed with autism and ADHD myself. Suddenly, everything clicked. Since then, I’ve been rebuilding from the inside out, creating systems and ways of working that support how my brain works, instead of constantly pushing against it.

My brain is both deeply strategic and wildly creative. I see patterns. I simplify.

It’s also the kind of brain that loves a good rabbit hole, which is why day rates work so well for me (and my clients). I get to hyperfocus, dive in, and untangle all the things that have been quietly driving you nuts, without dragging it out for weeks. I started this business (and now a community, t00) not just to share what I know, but to make the experience of being self-employed feel a little less lonely, a little more human. Because honestly? Most of us aren’t just looking for better websites and systems. We’re looking for someone to say, “yep, that makes sense,” and help us see it through.

Digital Depth & Marketing Roots

I’ve been chronically online since the dial-up days, building fan sites on GeoCities when I was 12. That early curiosity became a decades-long career in digital marketing, fueled by a lifelong obsession with new tools and tech.

I spent several years agency-side as a Digital Media Strategist, leading a team of planners managing multi-million dollar budgets for global brands. Our job was to make every dollar count; driving sales, conversions, and real ROI. It was fast-paced, high-pressure work that taught me how to think critically, communicate clearly, and back every creative idea with strategy. That foundation still shapes how I work today, just with more heart, and a lot less burnout.

After 10+ years in the agency and corporate world, I went out on my own. Since 2016, I’ve supported over 100 creative, service-based business owners with the back-end of their businesses—clarifying their offers, designing aligned brands, building websites, and creating systems that actually support the way they work.

Most of the people who find me aren’t just starting out. They’ve been running a business for a while, but something’s not working. The systems that used to “kind of work” now feel clunky. The brand doesn’t reflect where they’re headed. The strategy that once felt solid now feels scattered.

That’s the sweet spot I work in: helping women in the thick of it realign and rebuild, so their business finally feels like theirs again.

A Fresh Start

In 2025, we traded our rural Maine farmhouse for city life in Utrecht, the Netherlands. The move had been building for years… part dream, part restlessness. We were craving something different. More alignment, more possibility, and a better fit for our family. The U.S. no longer felt like home in the ways that mattered. So we sold most of our belongings, re-homed the goats and chickens, left behind the acres, and started over.

I’m still figuring out the balance between staying connected to my roots and building something new. I haven’t left my fellow Americans behind… far from it. Much of my work still centers around supporting women back home who are navigating their own versions of burnout, reinvention, and self-employment. But I’m also planting seeds here, creating space for connection and collaboration closer to where I live now. My hope is that the future holds a mix of both.

I’m podcast-obsessed, a doom-scroller, and will absolutely spiral over a beautiful font pairing. Here are a few of my unpopular opinions:

  • Your nervous system matters more than your marketing

  • Accessibility and inclusivity aren’t optional

  • Hustle culture is a trap

  • “Boss babe” language isn’t empowerment, it’s cringe

Think we’d work well together?

Let’s chat! There’s no cost and no commitment.