Services
Strategy first. Then everything that carries it.
Brand positioning
Without a clear position, you're paying to promote a logo.
The document every later decision leans on. I start with a written discovery and finish with a positioning your team can read, share and defend.
What’s included
- Strategic diagnosis and market insights
- Competitive landscape
- Category strategy, including new categories
- Audiences and buyer personas
- Positioning statement and pillars
- Purpose, mission, vision and values
- Promise by audience
- Archetype and personality
- Manifesto
- Tagline system
- Voice, vocabulary, do's and don'ts
- Messaging hierarchy
- Functional and emotional attributes
- Proof architecture and elevator speech
- Writing guidelines by channel
- Go-to-market recommendations
Naming
A good name gets remembered after one hearing. A weak one gets spelled out on every call.
Every name is scored on LENS: Linguistic, Emotional, Negotium and Safeguard. Twenty criteria, a hundred points, and a written verdict for each one.
What’s included
- Written discovery questionnaire
- Map of competitors' names and sounds
- 10 to 15 names, two rounds included
- LENS score and rationale for every name
- Domain and social handle checks
- Preliminary trademark screening
- Slogan or tagline, as an add-on
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Research & growth
Great products don't fail loudly. They end up on the wrong shelf.
Market, consumer and community research that turns into a plan with owners, targets and a number that tells you it's working.
What’s included
- Market and consumer research
- Community and audience research
- Competitive and brand audits
- Go-to-market strategy
- Growth plans
- Pitch decks
Website & landing pages
Word of mouth needs words. So does your homepage.
Structure, messaging and conversion copy, delivered as clean HTML with SEO and meta tags. No design, so your designer starts from the right words.
What’s included
- Site structure and page hierarchy
- Homepage and service pages
- Landing pages
- SEO copy and meta tags
- Delivered in HTML
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Email flows
The cheapest growth is the customer you already have.
The flow strategy and every email in it, written in your brand's voice and ready to build in your platform.
What’s included
- Welcome series
- Abandoned cart and checkout
- Browse abandonment
- Post-purchase and review requests
- Refill and subscription
- Win-back and collectors
See it inNaked Root
Made with AI and CapCut, for Naked Root
Creators & UGC
Customers can't recommend what they can't explain.
I find the creators, brief them, negotiate, handle the agreement and write the scripts they film.
What’s included
- Creator sourcing
- Briefs
- Negotiation and agreements
- Scripts
- Follow-up and usage rights
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Ad copy
The first three seconds decide the next thirty.
Copy and concepts for paid media, written from the positioning so every ad pulls in the same direction.
What’s included
- Meta, Google and TikTok copy
- Ad concepts and hooks
- Headlines and primary text
- Testing variations
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Scripts
Nobody sees the strategy. Everybody notices when it's missing.
Scripts built on retention data: a strong first second, one message, and a reason to stay to the end.
What’s included
- UGC scripts
- Reels, TikTok and Shorts
- TV and YouTube
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Tools and sources
I work with
- Claude
- Canva
- CapCut
Research from
- Deloitte
- WGSN
- McKinsey
- Mintel
- Euromonitor
- Statista
- Nielsen
- Kantar
- Think with Google
About design
I’m not a designer. When a project needs a visual identity, I bring in design partners I trust on Upwork and write the brief they design from.
Social media
Ads get cheaper when the brand knows what it's saying.
From the strategy to the post. I design with AI and Canva, edit video with AI and CapCut, answer your community, and read the data every month.
What’s included
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