Keystone Group International had clients who would call them their secret weapon — and a brand that still couldn’t explain what they did to someone who hadn’t experienced them yet.
Jaime Taets launched Keystone in 2013, and for twelve years the business grew the way most great service businesses grow — through reputation, relationships, and word of mouth. By 2025 she had a team of nine people doing work that was genuinely transformational for their clients. The problem was, you had to be one of those clients to get it.
Keystone came to us ready to change that, with three priorities:
- Jaime’s personal brand and Keystone’s brand had grown up together, and she needed help distinguishing both while keeping them aligned.
- Keystone’s key leaders were doing the work, and Jaime wanted the world to see them in action as faces of the brand.
- The team wanted core brand assets they could use on multiple channels and inside the sales process — something they’d be proud to send, that could do the work of introducing Keystone effectively to people who didn’t already know them.
Distinguishing the Founder's Voice
Jaime needed her personal brand to stand on its own — still supporting Keystone, but not dependent on the company brand.
We delivered:
- Coaching sessions to surface Jaime’s distinguished leadership voice
- Speaker reel anchoring her unique POV on transformation and leadership
- Thought leadership content for her growing LinkedIn audience
Engagement & Collaboration
Short Term v. Long Term
Way to Measure
Culture is the Leaders Choice
Culture Activation
Good to Great
“They helped me find my identity again — and then helped tie it to my business. That’s the most important thing. I didn’t want it to be separate. I wanted it to be aligned.”
— Jaime Taets, Founder
Putting the Team in Front of the Brand
Keystone’s leaders were doing the work. The goal was letting the world see them as a face of the brand.
We delivered:
- Coaching to prepare Amy Newton to represent Keystone publicly for the first time
- Compeer Financial case study featuring Amy alongside a longtime client, letting the work speak for itself
“NewAmethyst’s ability to really see me as a human, as a leader, as the spokesperson of a brand — really was powerful. I wasn’t expecting it.”
— Amy Newton, VP of Delivery & Innovation
Arming the Sales Process
Three objections were stalling momentum in Keystone’s pipeline. We built assets designed to address those common objections before sales conversations.
We delivered:
- Consulting on how to overcome their top objections: time investment, scope of work, and cost/ROI
- Three-part FAQ video series featuring VP of Client Growth Chelsey Paulson
“As a marketer, having partners that have a point of view and can give us that outside-in perspective is hugely important. We can get stuck in our own bubble — and then we’re missing that outside-in perspective.”
— Sarah Wiese, Marketing Lead
“Having the right storytellers as partners is what can create that extension of your brand that can help your business grow in totally new ways. When we send this to prospects or people in our network, they can see themselves in the story.”
— Jaime Taets, Founder, Keystone Group International