Cross Impact
Case Study
Cross Impact
Leading Change with Candor, Clarity, and Courage
When Betsy Kauffman first reached out to Bellastrega, she wasn’t looking for a massive brand overhaul, she just needed some design support. A logo suite. A visual refresh. But it didn’t take long to realize that what she really needed was a strategic partner who could help bring her bold vision to life, evolve with her rapid pace of ideation, and hold space for her powerful presence as a woman leading transformation in male-dominated rooms.
At the time, her company was still called Cross Impact Coaching, and while the work was already high-level, the brand hadn’t yet caught up to her impact.
A Direct Approach, A Dynamic Relationship
Betsy has a gift for seeing what’s actually broken in a team, an organization, or a leader, and she’s not afraid to call it out. But she does it like your most honest best friend: firm, insightful, and always rooting for your growth.
That direct, strategic mind is exactly what makes her so effective as an executive coach and advisor for major corporations navigating M&A, organizational shifts, culture reboots, and leadership alignment.
And it’s also what made Sandra West, founder of Bellastrega, want to keep working with her.
“Initially, it didn’t feel like a meaningful project. But then we started talking. We found out we were both military brats. I was in Austin, she was here in North Carolina, where I’ve always felt most at home. We definitely found some common ground and connection.”
From there, the collaboration unfolded naturally, evolving far beyond logos and design into a full-service strategic partnership spanning five years.
Building the Brand Through Every Evolution
Over the course of their work together, Sandra and her team have delivered:
- Visual identity + brand development
- Website builds and landing pages
- Community platforms
- Lead generation + outreach
- Paid ad campaigns
- Social content strategy
- Print and digital materials for coaching and events
- Cohort moderation + support
- Strategy and creative direction through every major pivot
The Transformation: Stronger Voice, Sharper Focus
Over time, Betsy’s message has become clearer, bolder, and more reflective of her authority. Her audience has evolved alongside her, increasingly aligned, more engaged, and more in tune with the caliber of work she delivers.
While her visibility online isn’t a major focus (she stays busy with large-scale consulting work), her TEDx Talk, public speaking, and thought leadership have all been elevated by Bellastrega’s support in strategy, content, and branded materials.
Behind the scenes, Sandra helps turn Betsy’s big ideas into actionable strategy. Whether that means preparing for a speaking event, building a funnel, launching a new offer, or designing print assets for a high-stakes client engagement, the goal is always to take the pressure off, allowing Betsy to lead while Bellastrega builds the foundation under her.
Freedom to Pivot, Space to Grow
One of the biggest impacts of this partnership has been freedom: freedom to pivot, reimagine, rebrand, and evolve without starting from scratch or losing momentum.
“Betsy knows she can come to me at any time and say, ‘We’re changing it all,’ and my answer is always, ‘Alright, let’s work it out.’ That kind of trust is rare, and I don’t take it lightly.”
The results speak for themselves: Cross Impact has grown, expanded its team of coaches, and established itself as a go-to resource for organizational transformation at scale.
A Founder Sandra Respects Deeply
“Betsy doesn’t sit in her comfort zone. Ever. I admire her willingness to try things, take risks, and shake things up, even if it means changing course mid-stream. She’s not just doing great work, she’s modeling the kind of leadership we all need more of.”
And for other women in leadership?
“There’s nothing wrong with needing help for the things that aren’t your thing. Getting support with your brand, marketing, or digital presence doesn’t make you less capable, it gives you the space to be even more powerful where it matters.”
Final Thoughts
At the core of Betsy’s work is a rare gift: honest clarity paired with a deep desire to serve. She helps teams and leaders find their blind spots, challenge their habits, and grow with purpose. And she does it all while staying grounded, real, and fully herself.
“My favorite part of working with Betsy is that I can be fully myself, too. We have honest conversations, we challenge each other, and we build big things together. That kind of partnership? It’s everything.”