As co-founder and CMO, I owned end-to-end brand development and go-to-market strategy. I started from first principles: defining the strategic brief, articulating brand positioning and messaging, and translating that into a complete visual identity system deployed across all customer touchpoints.

I managed two external design consultants, keeping everyone aligned on the brief while allowing creative work to evolve. This required clarity on what was non-negotiable (brand integrity, parent trust positioning, market differentiation) and what was flexible (execution details). I bridged the gap between strategic intent and creative delivery, ensuring every asset reinforced the core message: nutritious food parents felt good giving their kids.

The deliverables included custom typography, a character-based visual language that appealed to both children and parents, comprehensive brand guidelines, website design and production, and a social content framework that operationalized the brand voice across channels.

Post-launch, I built and ran the social media program based on this framework: managing content production, approvals, publishing calendars and brand consistency as the business scaled. The brand achieved category leadership in its target market before planned exit in December 2021.