I help founder-led product brands sell more online and say “goodbye” to burnout.
If you're a product founder whose business only makes money when you physically show up at markets, at pop-ups/events, in the DMs, on every post, you don't have a marketing problem. You have a money-on-the-table problem. You're trading your weekends, your energy, and your reasons for starting your business in the first place.
Sometimes the gap is the brand and you've never quite nailed how to present what you make, so people don't take it as seriously online as they do when you hand it to them in person.
Sometimes the gap is the system around the brand. A website that doesn't convert, a following that's never been sold to, customers who buy once and disappear.
I'm a growth partner and I look at your whole business and prescribe what'll actually drive revenue. Sometimes that's a stronger brand, sometimes it's the systems that sell it, sometimes it's both.
Always starting with what's actually keeping you stuck.
Book a 15-minute call below.
Business Optimization for Craft Brands **
Business Optimization for Craft Brands **
8+ Years.
50+ Brands.
Every Aisle You'd Find Them In.
I've worked with product brand founders across skincare, food and beverage, apparel, home goods, and just about every other aisle. Some needed a logo and full brand identity. Some needed a website that actually converted visitors into customers, emails that brought customers back, sharper positioning, packaging that earned a spot on the shelf. Most needed a combination.
Whatever the category, the pattern repeats. Founders pour everything into the product and the presentation, then wonder why sales are flat. Nine times out of ten the gap isn't the product, it's something around it that nobody's diagnosed yet. We find it, fix it, and optimize the rest.
I've also worked outside CPG entirely. Tax agencies, finance brands, construction. Different industries, same underlying job: look at the whole business, find the actual bottleneck, build what removes it. Get your time back and start building a business you enjoy.
Some of the names along the way.
I've also spent years designing for major apparel brands - including Sun Day Red (Tiger Woods), Cole Haan, Western Rise, and Demerbox (Zac Brown), plus design work for Bam Margera’s FFU and a handful of musicians building their own labels.
Different scale, same instinct: figure out what the brand actually needs, then build it.
Speak to Matt
What we can cover on a free 15-minute strategy session:
Where your business is actually leaking revenue right now and which fix moves the needle fastest
How to turn the audience and assets you already have into a real sales channel
Whether your bottleneck is brand, website, email, or something else entirely (most founders guess wrong)
A clear next step you can act on whether you work with me or not
Book a call below.
Businesses I've Helped *
Businesses I've Helped *
Nordska Coffee
"I had it all in my head, I just couldn't get it onto paper."
The Problem: A founder with a real story, a clear vision, but no way to turn either into visuals & positioning for his business.
The Outcome: A complete brand identity, packaging, and conversion-ready website built from the story up, ready to sell the moment he launches online.
When Andrew came to me, he already had the brand. He just couldn't see it yet.
He grew up sneaking out for Dunkin' in New York City, light and sweet, before he knew any better. The flavor memory stuck. He spent his adult years deep in third-wave specialty coffee, but kept chasing the ghost of that original cup. Then he moved to Alaska, surrounded by drive-through coffee spots, but a desert for specialty coffee he'd come to love. So he started roasting it himself. Recreating the flavor profile he grew up on, with specialty-grade beans. That was Nordska.
The story was real. The visual language wasn't there yet.
He couldn't pinpoint what Nordska was supposed to look like, and the work he'd done so far wasn't quite hitting the mark.
I was asked to build the full brand from the ground up: identity, packaging, and a website ready to sell.
The first move wasn't designing anything. It was listening. I heard the story, then showed him visual directions he hadn't considered. The moodboards didn't match what he originally pictured, they matched what he'd actually been describing the whole time.
From there, the brand built itself. A logo system rooted in the story. Packaging that holds its own on a shelf or behind a cafe counter. And a website built for conversion the moment he's ready to flip the switch online.
Nordska is currently selling through friends, family, and word of mouth, the most honest test a coffee brand can pass. The online launch is next, and the system is ready when he is.
Unconventional CFO
"When you think of people in finance, you typically think of older guys sitting behind a big wooden desk in a suit. That's not me."
The Problem: A finance expert who didn't look or operate like any other CFO - and a brand that didn't quite reflect that yet.
The Outcome: A full visual identity that made her professionalism and personality impossible to separate, with an immediate uptick in website inquiries and in-person recognition.
Lauren is a finance industry veteran and an absolute expert at what she does.
She does it in her own way, and we wanted her Unconventional CFO brand to reflect that.
I was asked to create a cohesive visual identity to help Unconventional CFO communicate its unique ethos, and attract more partners as it expands its reach.
The new identity needed to present Lauren as the professional that she is, while allowing her fun and stylish personal identity to shine through - helping to communicate what truly makes her unique in an otherwise cookie-cutter industry landscape.
Armed with a new logo system, high contrast color palette, custom illustrative icons, typography system and unique image styling - UCFO's new identity will help it to grow, thrive and attract its vision with a widening audience. We created a brand identity that's visually strong, and flexible enough to stretch across multiple marketing dimensions.
“My new branding clearly captures my identity in being a CFO and being me, so now I can communicate that outwardly on every platform and in-person.
I’ve had an uptick in website forms as a direct result from those who visit my site. Huge reaction to business cards at several in person events.”
Currently in Progress
A skincare founder who'd been emailing occasionally for months without results. The list wasn't the problem, a proper system was.
We're fixing that now.
Case study coming soon.
Client Reviews
