ABOUT
My Story
Embracing the Land of Misfits: My Journey to Purpose
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Hi, my name is Esta. For as long as I can remember, I never quite fit into any conventional mold. Jokingly, I've often told friends that I belong in "The Land of Misfits." This sense of not belonging became a journey of self-discovery, where I unearthed my true strengths: intuition, insight, creativity, and a visionary outlook.
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The corporate world, with its rigid routines and confined spaces, left me feeling mentally and physically trapped. My quest for purpose took me through diverse roles—from the serene ambiance of an art gallery to the intense environment of a private in-patient psychiatric facility, and even the dynamic world of retail. As a milieu counselor, I worked with adolescents and adults grappling with PTSD, using my knack for building trust and asking the right questions to help them move forward.
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The turning point came when I partnered with a NYC nonprofit founder and spearheaded a groundbreaking initiative with E*Trade. Together, we built a nationwide career e-mentor network for underserved teens. This experience revealed to me the profound impact of global connectivity and the power of an inspiring voice.
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For over two decades, I've immersed myself in niche industries, harnessing the transformative power of social media. I became a micro-influencer on Twitter, forging relationships with other influencers while continually learning and growing my brand.
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Building meaningful relationships is my cornerstone. My passion for expression and creativity permeates every facet of my life, from photography to writing children's books. Today, I channel this passion into helping clients bring their brands to life, enabling them to stand out and thrive in an ever-evolving digital landscape.
My journey, consulting for a NYC nonprofit and E*Trade to build a nationwide career e-mentor network for teens, was transformative. This experience highlighted the profound impact of connection and the power of impactful messaging. It was my "a-ha" moment, where my purpose crystallized.
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​As a Brand Messaging Architect, I collaborate with businesses to build messaging that stands apart, attracts new clients, and drives growth by connecting people to your brand.
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Why Choose Me?
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You’ve got the heart and expertise — and so do I. I combine sharp marketing intuition with creativity and a deep commitment to helping your brand shine.
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My approach is about uncovering the true soul of your business and bringing it to life with clarity, confidence, and consistency.
Working with me means having a partner who listens, understands, and collaborates to create messaging that truly connects — so you attract the right clients and grow with purpose.
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Let’s make your brand message as unique and powerful as the work you do.
Trivia
Insider info
I'm a Star Wars geek. The Jedi philosophy is based in Buddhism, and there's a lesson in every episode. My cat's name is Padme'. Padme'; has a disability, Cerebellar Hypoplasia, which causes her to lose balance and fall every couple of steps.
In the movie, Padme' was Anakin Skywalker's wife before he transformed into Darth Vader. Padmé Amidala was a courageous, hopeful leader, serving as Queen and then Senator. My cat Padme' has the same fierce determination and focus to let nothing stop her from achieving her goals.
jungian business archetype
The Jungian business archetype framework groups brands into personality types with traits that connect with their audience. These archetypes help businesses shape their identity and communicate in ways that align with their values and emotionally resonate with clients.
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​The Magician archetype is ideal for me as a Brand Messaging Architect because it embodies transformation, creativity, and vision. I inspire change by turning ideas into reality and helping clients see their full potential. I guide businesses through a transformative journey, crafting powerful messaging that redefines how they communicate, builds confidence, and creates a lasting impact on their audience. ​​
logo trivia
The "s.h.e." in my logo are my initials, reversed—Esta H. Singer. It made sense. I am a "she," and I do consulting. But there's more to it than just the letters.
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I've always signed my name with a little "e." My friends from college called me "e.," and my niece and nephews lovingly call me "auntie e."
The little "e." has always felt comforting to me, almost like it's smiling. It's a small, personal touch that feels authentic and warm, reflecting my approach to both life and work. It's not just a logo; it's a little piece of me, a nod to my personal connections and the warmth I strive to bring to my professional relationships.​
Why Choose
s.h.e.
The Only Brand Messaging Architect Who Transforms Your Messaging from the Ordinary into the Extraordinary.
What sets s.h.e. apart as a Brand Messaging Architect is not only expertise, but the energy and personal touch I bring to the process. Many consultants may focus solely on the outcome, but I aim to make the experience enjoyable and empowering for my clients. My quick thinking, street-smart approach, and creativity enables me to tailor solutions quickly, while my engaging, fun nature makes the process less daunting and more collaborative.
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The combination of integrity, insightfulness, and my genuine investment in seeing your business thrive adds a personal dimension that many agencies and consultants may lack. As my client, you're more than only a project, —you're a partner in a creative journey. This mindset, coupled with my strategic thinking, positions me as someone who offers not only results, but a valuable experience.
Roe Couture DeSaro, Managing Director
Working with Esta didn’t seem like work at all. She is great in putting into words the ideas you have in mind. Esta has a solid grasp on building a brand voice and a messaging framework to attract your ideal audience. She gave me clarity, confidence and a framework for messaging consistency that's proved invaluable. She makes everything challenging enjoyable and I was always looking forward to discussing projects with her.
Alizeta Diallo, Global Project Manager
Working with Esta didn’t seem like work at all. She is great in putting into words the ideas you have in mind. Esta has a solid grasp on building a brand voice and a messaging framework to attract your ideal audience. She gave me clarity, confidence and a framework for messaging consistency that's proved invaluable. She makes everything challenging enjoyable and I was always looking forward to discussing projects with her.
Camille L. Miller, Best Selling Author
Esta was the foundation for creating our company image and establishing our brand voice, allowing us to scale on a global level. Without her expertise and professionalism, I'm not sure I would have achieved what I have. She took time to understand our market and our vision before creating our messaging, website and logo. It was a game-changer. I highly recommend working with Esta to get your vision and message clear before jumping into your marketing plans.
Leslie Kornfeld, Executive Director
Having Esta establish our brand messaging, develop our logo, and design our new website was life-changing for our non-profit organization. She was able to capture the essence of what we do perfectly. We started receiving inquiries and donations from our new site the day it was launched. Working with Esta was a pleasure – she met with staff to get the most accurate information in a painless and enjoyable way. I give s.h.e. Consulting the highest recommendation.
John Gomez, CEO
Esta is a highly passionate, driven and goal oriented. Her attention to detail and willingness to go beyond expectations is impressive. She is not afraid to experiment or take measurable risks that push her outside her comfort zone, which in my eyes is a very positive trait in a leader.
Elaine Williams,
Speaker
Esta is one of the most brilliant marketers I know. Having her eye on anything I'm putting out has been tremendously helpful. She is a mover and a shaker with positioning in social media, her websites convert. She goes above and beyond for her clients. I highly recommend working with Esta.
Junnie Lai, Chef, Culinarian, Innovator
Esta is an amazing Brand Messaging Architect. She helped me to discover myself and my company again, even though I have been in business 7 years. Her expertise and dedication and for crafting my brand voice is helping my business attract the right clients specific to my market. I am very pleased to work with Esta, and I highly recommend her."
Devon McGuinness, Founder
You have never worked with anyone like Esta. Seriously, you haven't. She is uniquely qualified in helping you find the right messaging for your business. She's the go-to person when you want something quickly and easily understood, and the person you keep around to make sure you remain on-point during growth. Not only is she worth the hire, the value she returns to her clients is ten-fold.
Sean Gardner, Forbes Social Media Influencer
Esta brings a confident and infectious enthusiasm to her work. I consulted her about Twitter. She understood the topic and gave me the perspective I needed for an upcoming presentation.
But more than a digital marketing professional, Esta is also an event speaker on topics related to social media And brand messaging. She is both brilliant and relatable. The world is certainly a better place with her in it.
