Objective: Build the brand, platform design & content strategy for a wellness startup - a global educational platform providing workshops, content, experiences and community engaged in heritage-led approaches to holistic wellbeing, from atypical providers and teachers within the wellness industry - ahead of fundraising and launch.

Approach: Worked closely with founder, advisors and stakeholders to clarify concept, USP, target audiences, and offerings. Conducted cultural alignment research and brand identity workshops. Crafted brand identity and strategy, to ensure clear & consistent expression of concept across investor and stakeholder communications. Developed plans for platform and digital products across concept, design, content, infrastructure and creative operations.

Solution: Creatively led brand development. Developed concept into a robust, clearly communicated offering with a USP and target audience across 3 major global markets (EMEA, NA, LATAM). Crafted brand mission statement and developed brand identity, messaging and visual language. Ensured clear communication through fundraising and pre-launch, working with a designer to deliver a branded toolkit, landing page and deck/document templates. Created and delivered a multiphase platform content plan, and developed content design and sample copy, working with developers to create wireframes and platform prototype. Creative concepts developed for content, future workshops, learning programmes and experiential offerings.

Result: Delivery of a brand foundation, content framework, and suite of creative materials ready for activation & iteration. Delivery in a fast-paced pre-launch environment, on schedule for applications to startup accelerator programmes.

Brand strategy and creative direction led to the business’ acceptance into a respected startup accelerator programme, enabling founders to develop relationships with and pitch to investors.