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About Sim, CEO + Founder
I’ve always been obsessed with understanding people — how they think, feel, and express who they are beneath the surface.
Psychology gave me the language for that.
Design gave me a way to bring it to life.
After getting degrees in Psychology, Digital Studies & Design Strategy from UW-Madison, I worked across nonprofits, media, and agencies — including brands like Nature Made Vitamins!
But one thing became clear: my best and favorite work lives where psychology and
expressive design meet.
That’s how Heart & Mind Business Coaching was born.
Today, I specialize in personal branding & heart-led small businesses where
I translate personality and energy into a brand, website, and visuals that
feel aligned and genuinely you.
No hustle culture.
No bro marketing.
Just a business that feels like coming home to your authentic self.
My World ...
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Family + Friends
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Coffee!!! (yes, half of it's creamer)
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My crazy dog
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Traveling (Greece is next on the list!)
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Anything Valentine's aesthetic
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TV (always binging a show!!)
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Human Design + Astrology
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Nature
Mission
To reflect women's most authentic energy and personality into a brand and website so they can be themselves in their business.
Vision
A world where heart-led women let go of hustle culture and felt empowered to build a business and brand that truly reflects their personality.
Core Values
Empowered Femininity
We believe women can do business differently. Heart-led, aligned with our energy and without the hustle culture. We will NEVER endorse marketing or branding tactics that prioritize hustle over aligned action.
True Authenticity
Who we are is exactly what makes our brand unique. Authenticity allows for a long-term and sustainable business, because we can actually be ourselves.
Alignment
Acting in alignment with our values and personality is essential when building brands. We make sure every piece is intentional and FEELS as good as it looks.
Heart-Led Integrity
Your business and brand are a part of you, and we know it's a big decision. We bring integrity in every project and will never sacrifice intentionality and detail for a quick sale.