ABOUT
I help mission-driven brands speak with Clarity, Confidence, and Consistency.
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Whether you're a small business looking to stand apart, nonprofit looking to better connect with your community, or a solopreneur struggling to explain what makes you different — I help you uncover the heart of your message and say it in a way that resonates.
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I'm not here to hand you a one-size-fits-all tagline. I work collaboratively, guiding you through a strategic and intuitive process that reveals the language, tone, and structure that’s already inside your brand — just waiting to be articulated.
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Why Clients Choose Me
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Collaborative & clear — I co-create with you, not for you
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Emotionally intelligent + strategic — we’ll uncover what your audience truly needs to hear
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Intuitive & grounded — I simplify complex ideas and translate them into words that work
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Flexible support — from full brand messaging foundations to focused clarity sessions
A Few Things to Know About Me
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I see the big picture — and the small, powerful details most miss
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I bring warmth, energy, and integrity to every client experience
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I believe branding isn’t about pushing your message out — it’s about drawing your people in
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Also… my cat’s name is Padmé, and yes, I’d probably be a Jedi in another life
How I Got Here
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Years ago, while building a nationwide online mentoring network for teens in underserved communities, I realized the power of digital storytelling — and how clarity in message could build connection, credibility, and momentum.
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That project, developed in partnership with a NYC nonprofit and E*Trade, became my pivot point. Since then, I’ve brought my skills in branding, digital strategy, and human insight to nonprofits, solopreneurs, and small businesses across industries.
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I’ve led brand transformations like Jewish Family & Children’s Service of Monmouth County, where we aligned their voice, mission, and visuals to engage donors and re-energize their community — fast.​
Don't take my word for it, see what clients are saying!
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.
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.
TRIVA
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.
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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.​
More Testimonials
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.
