We caught up with the brilliant and insightful Laurie Forehand a few weeks ago and have shared our conversation below.

Laurie, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

At 1201AM Creative Labs, I’m driven by a mission to merge technology and human connection in a way that truly empowers individuals. My journey into this mission stems from years in brand strategy and user experience, where I saw countless solopreneurs in the coaching space—many of them heart-centered individuals—struggling to connect with their clients and scale their businesses. It became clear that what they needed was not just a better brand but the tools to extend their message in a way that felt deeply personal, even through digital platforms.

The mission is meaningful to me because I believe technology should enhance our humanity, not overshadow it. After years of listening to clients, I understood their struggles, not only in how they wanted to be seen but in how they wanted to support others in their own transformations. I saw the potential to harness AI to create virtual assistants that genuinely represent these values—AI assistants that aren’t just efficient but compassionate and intuitive. With 1201AM, I’m committed to creating solutions that support coaches in delivering meaningful impact, knowing that each assistant we build has the potential to extend their reach while staying true to their voice and mission.

This work fulfills my own passion for innovation, but more than that, it gives me a chance to help others connect in a powerful way. In my view, there’s nothing more exciting than using technology to foster human connection and growth.

Laurie, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Laurie, the founder of 1201AM Creative Labs, and my journey into the world of AI and digital design has been a blend of passion and purpose. I began my career in branding and product UX, fields where I learned the power of storytelling, visual identity, and user interaction. But as I grew, I felt compelled to take these concepts deeper. My clients—coaches, life strategists, and other solopreneurs—weren’t just looking for branding; they were looking for ways to extend their reach, scale their impact, and make meaningful connections with clients on a more personal level.

With 1201AM, I expanded my focus from branding and UX to creating AI-driven solutions that carry that same dedication to connection and empathy. Today, I build human-centric digital assistants tailored for the coaching industry. These assistants go beyond simple automation; they’re designed to enhance client engagement in a way that feels personalized and authentic. My mission is to help coaches extend their impact with tools that understand their unique brand voice, delivering a seamless experience that respects and supports the coach-client relationship.

What sets 1201AM apart is our approach to AI with empathy at its core. While AI can often feel mechanical, my focus is on building digital products that truly understand and reflect the values of the coach they serve. Our tools help coaches with client follow-ups, identifying patterns through frequently asked questions, and delivering a consistent voice—all while maintaining that essential human touch. In an industry centered on personal growth, I believe the tool should be as personal as the coach using it.

I’m most proud of the transformation I see in my clients’ work once they begin using our tools. These coaches can now reach more people without sacrificing quality or authenticity. Knowing I can help them find that balance between growth and connection is incredibly rewarding. I’ve seen firsthand how these assistants allow them to keep their clients at the heart of their mission while expanding their reach.

If there’s one thing I want people to know about 1201AM Creative Labs, it’s that we’re here to bridge the gap between technology and human connection. Every AI assistant we create is crafted with empathy and tailored to amplify the unique voice of the coach. Our mission is not just to build tools but to empower individuals who want to make a real difference in others’ lives, and I’m proud to be part of that journey.

What do you think helped you build your reputation within your market?

Staying at the cutting edge of both technology and user experience has been key. My clients rely on me not only for the latest AI-driven solutions but for my dedication to ensuring those solutions are truly people-focused. This blend of technical knowledge with a human-centric approach has helped establish me as someone who brings real value and foresight to their businesses.

If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?

Yes, we do have supplementary revenue streams that support our primary focus on technology solutions. One of these is our template shop, where we offer a range of pre-made brand designs on printed goods tailored for small businesses and solopreneurs, especially coaches and consultants. Although branding and design are no longer our primary offerings, this shop allows us to continue sharing the quality and creativity our brand is known for. It’s a way for clients to incorporate a piece of our legacy into their own businesses, with designs that are unique, accessible, and aligned with the high standards we’ve established over the years.

Contact Info:

• Website: https://www.1201amcreativelabs.com

Image Credits

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