05 / Work
Selected work.
01 / Growth · Website · LifecycleDemand Curve: growing to 105k+ subscribersAn acquisition and lifecycle funnel that helped grow the newsletter from 85k to 105k+ in six months.02 / Positioning · Brand · WebsiteHelped: brand positioning and a new websitePositioning, copy, design, and a Webflow website built from the ground up.03 / Content · Creative · DistributionDemand Curve: 40× growth in social reachA short-form video program that grew monthly impressions from 10k to 400k in five months.04 / Positioning · Identity · FundraisingPainTheory: the brand and deck behind a $1.8m raiseBusiness strategy, positioning, visual identity, and the seed‑round pitch.05 / Editorial · Strategy · WritingDemand Curve: leading a newsletter for 100k+ readersEditor-in-chief, with around 50 editions written or edited for founders and marketers.06 / Personal work · Writing · DistributionLinkedIn: 900k impressions across 10 postsStartup strategy, growth, and lessons from my own founder journey.07 / Confidential engagement · StrategyMaking the business case for AIAn opportunity assessment to help executives evaluate an AI purchase.08 / Paid media · Creative · ProductionPaid media: hundreds of ads produced and testedAd concepts, copy, design, and production across still and motion creative.09 / Sales · Story · PresentationHelped: brand strategy in the sales pitchA sales narrative and deck that explain the service and bring the identity into customer conversations.10 / Brand · Social · CreativeHelped: building a healthcare brand on socialBrand identity translated into approachable imagery, motion, and short‑form copy.11 / Founder communications · AnalysisHelped: communicating strategy and performanceInvestor updates covering business results, decisions, and the tradeoffs of leading the company.12 / Self-initiated · Brand · PositioningConstrained Studio: positioning and visual identityA self-initiated consultancy concept, from positioning and copy to brand design.13 / Self-initiated · Brand · WebsiteDePopas: a personal brand and websiteMy earlier identity and website, from concept and copy to a WordPress build.14 / Venture concept · Brand · EconomicsUnderstudy: brand, pricing, and a business modelA DIY art-kit venture concept spanning identity, market research, and unit economics.15 / Unlaunched concept · PresentationAn energy concept: the investor presentationAn overnight exploration of a product idea, using an adapted visual identity.