CASE STUDY · Brand & growth strategy
The full brand and growth foundation for a premium early-education brand.
WeVillage came to me with everything most brands wish they had, and none of the infrastructure to hold it together. Across a Phase 0 and first month, I built the entire foundation: the brand, the website, the SEO, the marketing technology, the conversion system, and a three-month growth roadmap. One connected build, from what the brand stands for to the machine that grows it.
Exceptional raw material. Zero Infrastructure.
the situation
WeVillage is a premium early-education brand in Sherman Oaks with a loyal community, a 92% Yelp recommendation rate across 92 reviews, nearly 5,000 Instagram followers, press features, and a celebrity endorsement. Attention was never the problem.
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The problem was that eight years of growth had accumulated ten competing taglines, five different published age ranges, a fragmented website, and close to two thousand contacts sitting in a database with no segmentation and no automation. A brand with a strategy problem, not a content problem. The brief was simple to say and hard to do: connect the raw material into one coherent brand, and build the system to grow it.
One North Star.
01 - Brand foundation
Before a word of copy, the brand needed a single point of truth. I built a complete brand foundation: a voice archetype (the Thoughtful Founder), four tone pillars to hold every piece of content to, a three-tier messaging architecture running from trust to differentiation to aspiration, and a visual direction. Ten competing taglines became one core proposition: early education designed for modern families.
Turn a set of pages into a funnel.
02 - Website & copy
The site had strong content and no structure: no cross-linking, program pages fragmented across separate URLs, a blog of twenty posts with zero calls to action. I mapped a fourteen-page hierarchy with a conversion purpose for every page, wrote full copy for each in the new brand voice, and designed the internal linking architecture that turns a set of pages into a path to enrollment.
03 - SEO & Discoverability
A first-mover advantage.
A per-page keyword strategy, rewritten titles and metadata, and a schema plan no competitor in the market had implemented. LocalBusiness and ChildCare structured data positioned WeVillage to win rich results in Google before anyone else in Sherman Oaks moved.
The machine that makes it fire.
04 - Growth Infrastructure
The tools existed, but they didn't talk to each other. I designed a unified marketing-technology stack: a CRM to hold and segment nearly two thousand contacts, automated email and SMS sequences mapped to the family's journey from curiosity to enrollment, live chat, and a conversion pipeline with a clear stage for every family.
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A beautifully written nurture sequence means nothing if it can't trigger automatically when a family requests a tour. This is the layer that makes every touchpoint fire, on time, to the right family, through the right channel.
A plan the brand can run.
05 - the roadmap
The engagement closed with a three-month growth roadmap and a Phase 0 + Month 1 infrastructure wrap-up, so the work didn't end as a document on a shelf. It became a sequence the team could actually run, with the foundation already built underneath it.
Not five projects. One unified system.
The throughline
The brand defines what's true. The website expresses it. The SEO makes it findable. The infrastructure makes it move. Strategy at the top, a system underneath, all of it built to keep running after I hand it over. That is the difference between hiring more content and building a foundation.
The transformation
10 competing taglines
one North Star
A fragmented website
a 14-page hierarchy with a job for every page
~2,000 unmanaged contacts
a segmented CRM with automated nurture
Zero calls to action
a full conversion architecture
Exceptional raw material
the foundation a brand grows
capabilities demonstrated
Brand strategy & voice
Marketing technology & CRM design
Messaging architecture
Email & SMS automation
Website architecture & copy
Conversion strategy
SEO & schema strategy
Growth roadmapping