Brand Identity
Brand Strategy
Content Strategy
Naming
Before You Know It
BUSINESS
SERVICES
Newsletter & editorial platform
Stories from the in-between: the space between takeoff and tucking in, between business trips and bedtime stories.
YEAR
2025
Before You Know It was born from the moment you realize life doesn’t stop when you become a parent, it simply changes course. And if you’re intentional, that new course can still be filled with beauty, wonder, and unforgettable experiences.
The new name is inspired by the reassurance a mother gives a child when she steps away, capturing both the tenderness of departure and the certainty of return, while the brand mark is a bird in flight: a symbol of maternal care, homecoming, and connection. Birds are the original travelers, and they always return to their nests.
VIEW THE WEBSITE
Content Pillars
Stories, strategies, and reflections on traveling as a family—from stroller naps on island ferries to packing for a toddler and yourself. This pillar blends honest storytelling with thoughtful recs to make travel with kids feel possible, joyful, and worth remembering.
FAMILY TRAVEL
For the working parent navigating airports, meetings, and hotel rooms in between school drop-offs. These posts blend logistics with emotional insight: what to pack, how to manage the mental load, and how solo travel can double as space to reconnect with yourself.
WORK TRAVEL
For the days you’re not going anywhere, but still crave beauty, discovery, or a good recommendation. This pillar includes everything from local gems and staycation ideas to what you’re reading, buying, or dreaming about.
TRAVEL FROM HOME
"Working with Tori was one of the best moves I made for my business. Tori asks questions throughout the process to truly understand your vision. Her strong design work and brand positioning takes your dream and brings everything together into a cohesive brand story. She delivers high quality and detailed work consistently and I always looked forward to our calls together. She also provides extras and graphics you don't even know you need until later, when you're grateful to have them. I’m so happy I reached out to Tori and would recommend her work to anyone considering elevating their newsletter. "
TANYA KERTSMAN
FOUNDER
Before You Know It was born from the moment you realize life doesn’t stop when you become a parent, it simply changes course. And if you’re intentional, that new course can still be filled with beauty, wonder, and unforgettable experiences.
The new name is inspired by the reassurance a mother gives a child when she steps away, capturing both the tenderness of departure and the certainty of return, while the brand mark is a bird in flight: a symbol of maternal care, homecoming, and connection. Birds are the original travelers, and they always
Before You Know It
BUSINESS
VIEW THE WEBSITE
Stories from the in-between: the space between takeoff and tucking in, between business trips and bedtime stories.
Newsletter & editorial platform
SERVICES
Brand Strategy
Naming
Brand Identity
Content Strategy
Year
2025
Content Pillars
For the working parent navigating airports, meetings, and hotel rooms in between school drop-offs. These posts blend logistics with emotional insight: what to pack, how to manage the mental load, and how solo travel can double as space to reconnect with yourself.
WORK TRAVEL
For the working parent navigating airports, meetings, and hotel rooms in between school drop-offs. These posts blend logistics with emotional insight: what to pack, how to manage the mental load, and how solo travel can double as space to reconnect with yourself.
WORK TRAVEL
Stories, strategies, and reflections on traveling as a family—from stroller naps on island ferries to packing for a toddler and yourself. This pillar blends honest storytelling with thoughtful recs to make travel with kids feel possible, joyful, and worth remembering.
FAMILY TRAVEL
For the days you’re not going anywhere, but still crave beauty, discovery, or a good recommendation. This pillar includes everything from local gems and staycation ideas to what you’re reading, buying, or dreaming about.