Branding, a 20Fathoms Breakfast Lab

Your brand is more than a logo — it’s the story you tell, the emotions you spark, and the experience you create. 

Join branding expert Jaime Edmondson for a hands-on workshop designed to help startups define and communicate their brand with clarity and confidence. Whether you’re just starting out, you’re looking to sharpen your messaging, or your startup’s growth momentum has stagnated, this session will walk you through why branding matters and how to use it as a powerful growth tool. Expect a mix of expert insights, playful & nerdy interactive activities, and practical takeaways you can apply right away. 

You’ll learn:

• Why branding is critical in the early stages of your startup 
• How to know if you’re ready for professional branding vs putting it together yourself 
• How to craft a clear, authentic brand story 
• Exercises to define your brand voice and connect with your audience 

About Breakfast Lab

Breakfast Lab is a weekly event at 20Fathoms where you’ll get expert guidance to help meet your most pressing startup needs, providing access to the right tools and the right people at the right time.  

These events are held in person and there is no cost to attend. Coffee and a light breakfast are provided. Walk-ins are welcome. 

There are two parts to each Breakfast Lab: 

• Startup Workshop: 9 – 10:30 am 
• Startup Coaching: 10:30 am – noon 

Attend both parts, or just one. 

Learn more about Breakfast Lab.  

Who should attend:

Breakfast Lab was designed specifically to support: 

• Idea and early-stage startup founders with scalable innovations and technologies 
• Entrepreneurs navigating strategic growth or a pivot in their business model 

Prerequisite:

You are encouraged to have your business model canvas outlined to benefit from the Breakfast Lab workshops.  

Don’t have a canvas yet? No sweat – join a Startup Bootcamp to get started or Download the instructions and a blank canvas to work through on your own time. 

Meet this week’s facilitator:

Jaime Edmondson is a Traverse City native, Michigan State University grad, and the founder of Spellbound Creative Studio. As a lifelong multi-passionate creative who has also always enjoyed puzzles, learning, and logical challenges, she delights in combining the left & right sides of her brain to create something truly unique. She earned her degree in Digital Media Communications with a minor in Game Design & Development, heavily focusing on environment art and visual storytelling.

After graduating from MSU, she moved back to Traverse City with her husband and their four parrots–a flock which has since doubled in size–and she has worked as an in-house marketing designer, a 3D generalist, a freelance creative, and a software tester in the years since. After having her son in 2023, she knew that testing software was not what she was meant to be doing with her career and dove back into entrepreneurship head-first.

She launched Spellbound Creative Studio in 2024–a premier creative studio currently specializing in brand development and website design via strategic and immersive storytelling.

Since launching, she has helped ecommerce and service-based business owners find alignment within their brand, audience, messaging, visuals, and overall experience, allowing them to show up in their businesses with excitement and confidence, smoothing the way for a more genuine connection with their customers and clients, and fostering brand loyalty.

Supporting Partners:

About 20Fathoms:

20Fathoms is the home of entrepreneurship and innovation in Northwest Michigan. Based in Traverse City and serving all of Northwest Lower Michigan, 20Fathoms is a nonprofit startup incubator and resource center for entrepreneurs and growing businesses. The organization works with entrepreneurs of all stages and industries, and specializes in working with technology-focused companies. Programs include startup education, business coaching, connections, funding, and general support.