Voice systems for founders and modern brands.
Clarity. Consistency. Voice that lasts.
Voice systems and ghostwritten presence — built intentionally, designed to hold up.
Clear next steps. No pressure.
Most brands don’t struggle with ideas.
They struggle with consistency.One page sounds sharp.
The next sounds generic.
The founder sounds different from the brand.That’s not a creativity problem.
It’s a systems problem.AYO builds voice systems that:
• Make your brand recognizable
• Make writing easier
• Keep your tone steady everywhere
• Remove second-guessingBecause good voice shouldn’t depend on mood, trends, or guesswork.It should hold.
Choose your entry point.
Not everyone needs the same level of support.
Start where it makes sense.
Brand Voice Starter Pack™
Build the foundation.A focused voice guide delivered in 72 hours.
We clarify your tone, positioning, and messaging direction so everything you create moving forward sounds cohesive and intentional.Best for brands that need alignment before execution.
Steady Signal
Stay visible. Stay on-voice.Ongoing ghostwritten presence for founders and professionals who want consistency without overthinking every post.We write inside your voice system so your content holds up — week after week.
Voice-in-Residence
Embedded voice support for founders and growing brands.Strategic voice direction and written execution across the platforms that matter most — from thought leadership and email to scripted content and campaign messaging.Designed to keep your messaging consistent as you scale.
Good voice doesn’t happen by accident.
It gets designed.Here’s how we build it.
01 — Discovery
We look at your current messaging,
your tone, your audience,
and how you show up now.What’s working.
What’s inconsistent.
What feels off.Clarity first.
02 — System
We translate insight into structure:
- Tone guardrails
- Positioning language
- Messaging priciples
- Content directionThis becomes the operating framework.
03 — Refine
We test it in real execution.Posts.
Pages.
Emails.
Scripts.We adjust until it feels unmistakably you — just sharper.
04 — Deploy
Once the system holds, we scale it.Consistent presence.
Aligned messaging.
Less guesswork.Voice that lasts.
AYO started with copy.It evolved into something else.Early on, the focus was writing sharper words.
Better hooks. Cleaner messaging. Stronger positioning.But over time, a pattern showed up.Most brands don’t have a creativity problem.
They have a consistency problem.One post sounds strong.
The next sounds generic.
The website feels different from the founder.
The tone shifts depending on the day.That’s not a talent issue.
It’s a systems issue.So AYO became a voice studio.We build voice systems that hold up —
and we write inside them when needed.Not louder.
Not trendier.
Not more complicated.Clearer.
More consistent.
Built to last.—AYO is built and run by Mike.I’m not an agency.
I’m not farming work out.
If we work together, you’re working directly with me.I think in systems.
I ask direct questions.
And I care about getting the voice right — not just getting words on a page.Most of my work starts with clarity and ends with consistency.If that’s the kind of foundation you want —
let’s start there.
Voice systems and ghostwritten presence — built intentionally, designed to hold up.
I’ll review your submission personally.
You’ll hear from me within 24–48 hours.
Signal Partnership is intentionally limited.You’ll hear from me directly either way.If we move forward, I’ll outline next steps and send a private payment link to secure your spot.If you forgot to include something or want to add context, reply to the confirmation email you’ll receive shortly.
I’ll see it when I review your submission.
Talk soon,— Mike
by AYO Copy
Your brand copy shouldn't sound like everyone else.
Let's fix that in a week.
The Brand Voice Starter Pack™ gives your brand a clear, confident, recognizable identity — with messaging you can actually use.
1. brand voice audit
A sharp breakdown of what's flat, missing, or inconsistent.
You'll see exactly where your copy is slipping.
2. Custom tone & personality guide
Your signature brand voice:
• Tone pillars
• Energy identity
• Vocabulary
• Phrases to avoid
• Emotional angle
• Brand personality profileThis becomes your always-on voice bible.
3. Messaging Cheat Sheet
Plug-and-play lines for:
• Website
• Emails
• Social captions
• CTAs
• Bio
• HeadlinesSay goodbye to "idk what to write."
4. Three Rewritten Assets
Choose any 3:
Website, emails, product descriptions, IG captions, brand story, TikTok hooks.See the before/after transformation in real time.
BEEBOX Market
BEEBOX Market Before & After
Before:
"Smart vending solutions for busy people."
After (AYO Rewrite)
"Better snacks for better days – right where you already are."
Alternate Options:
• “Grab something good. Fuel your day, the better way.”
• “The vending machine your building actually deserves.”
Messaging Examples (Updated Tone):
• “Grab something good.”
• “Snacks for real life.”
• “Fuel your day, the better way.”
• “A quick boost for busy humans.”
• “Your building’s new favorite snack stop.”
Tone Pillars (Updated):
Bold & Relatable-Friendly Clarity – punchy, warm, and humanCommunity-Centered – built for real people in real spacesLighthearted Optimism – friendly, positive, approachableBetter-For-You Energy – simple, feel-good choices
See more in my full portfolio
IT'S FAST
Done in 72 hours. No fluff, no meetings, no "circling back.IT'S CLEAR
You get messaging you can use TODAY. No jargon.IT'S YOU
Your brand finally sounds like a real personality — not a template.
This pack is perfect for:
• CPG brands
• Wellness, beauty, and supplement brands
• Outdoor + nature brands
• Family/parent brands
• Coffee, snack, and beverage brands
• Founders who know their brand is good but...just doesn't SOUND good yet
Step 1 — Quick Brand QuestionnaireTell me your vibe, audience, and goals.
Step 2 — Audit & Tone DirectionI break down your current voice + build your new one.
Step 3 — Messaging Cheat SheetYou get plug-and-play lines instantly.
Step 4 — Rewrite of 3 AssetsYou choose the pieces — I upgrade them.
Step 5 — DeliveryFull pack delivered in a clean PDF/GDoc + optional walkthrough.
Turnaround: 72 hours.
$97 — Flat. Simple. No surprises.
We’ll refine it until it feels unmistakably yours.
“How do I know this will fit my brand?”
Everything is custom. I build a voice suited to your brand — not a one-size-fits-all template.
“What if I don’t have much copy yet?”
Even better. We build the foundation first.
“Can I upgrade to more copy later?”
Yes — the Starter Pack is the first step, not the last.
“Do you inject the same tone into every brand?”
No — I create the RIGHT tone for YOUR brand's identity — clean, bold, calm, chaotic, or refined… whatever fits your brand DNA. Always 100% your brand.
Let's build it together
AYO Copy | Taste. Systems. Voice.[email protected]
@ayocopymike
www.ayocopy.com
A custom-built voice guide that makes your brand sound like you...
but cleaner, sharper, and impossible to ignore.Built for founders, creators, and brands tired of sounding interchangeable.
Delivered in 72 hours.
$97. No fluff. No overthinking. Just clarity.
A full, done-for-you voice system built from your personality + goals:• Your core Voice Pillars
• Full Tone Map (how to sound in any situation)
• Messaging Angles that convert
• Always / Never voice rules
• Signature words + phrases that feel like YOU
• A mini style guide
• 2-3 rewritten samples of your current content
• A quick-reference cheat sheet
• Delivered as a clean PDF you can use anywhere
• Founders who want to sound consistent
• Small brands who feel "all over the place"
• Creators who want a unique online presence
• Anyone sick of sounding generic
• Anyone who wants to write faster, sharper, and with way more confidence
Most templates force your brand into someone else's voice.
This pack pulls the voice you already have out of your head — and turns it into a system you can use everywhere.• Built using brand psychology
• Clarifies your identity
• Makes content 10x easier
• Helps followers instantly recognize your tone
• Removes the guesswork from writing forever
1. Buy the Brand Voice Starter Pack™
Click the button, checkout in 10 seconds2. Fill Out the Intake
A quick 5 - 7 minute form that tells me everything I need3. Get Your Custom Voice Guide
Delivered within 72 hours (often faster)
Delivered in 72 hours. Satisfaction guaranteed.
Q: How fast will i get my Brand Voice Starter Pack?
A: Within 72 hours of submitting your intake. Typically sooner.Q: Will this work if I'm new to creating content?
A: Absolutely. It's designed to simplify your voice, not complicate it.Q: Can I use this for emails, website, captions...everything?
A: Yep. That's exactly what it's for.Q: Is there anything I need to prep for?
A: Nope — the intake form covers everything.
AYO Copy | Taste. Systems. Voice.[email protected]
@ayocopymike
www.ayocopy.com
Thanks for submitting your Brand Voice Starter Pack™ intake — I've got everything I need to get started.I'll dive into your answers and deliver your full, custom voice guide within 72 hours. If anything else comes to mind in the meantime, feel free to reach out anytime:[email protected]In the meantime, sit tight — your new brand voice is already in motion.Talk soon,
Mike
P.S. No need to resend anything — I review every detail carefully.
Once you review your Brand Voice Starter Pack™, you can upgrade to a full Voice-in-Residence or Email System buildout. Just reply to your delivery email if you'd like details.
Your ideas. My execution. Every day.
I work with founders as a Voice-in-Residence — turning raw thoughts and opinions into consistent, high-signal writing people associate with you on X or LinkedIn.No designs. No videos. No growth hacks.
Just words that sound like you and compound over time.This isn’t outsourcing.
It’s leverage.
or DM me anywhere
VIR is built for founders who:
-Already have a point of view and a position
- Are active (or want to be) on X or LinkedIn
- Know consistency matters but don’t have time for daily writing + engagement
- Care deeply about how their voice shows up online
If the thinking is there but execution keeps slipping, this is for you. VIR is built for founders who:
- Already have a point of view and a position
- Are active (or want to be) on X or LinkedIn
- Know consistency matters but don’t have time for daily writing + engagement
- Care deeply about how their voice shows up online
Your problem isn’t ideas.
It’s the time and energy required to turn them into daily signal.Most founders:
- Know what they believe but can’t publish consistently
- Lose momentum between bursts of clarity
- Get stuck choosing between running the business and feeding the algorithmThe cost isn’t missed posts.
It’s missed compounding.Your problem isn’t ideas.
It’s the time and energy required to turn them into daily signal.Most founders:
- Know what they believe but can’t publish consistently
- Lose momentum between bursts of clarity
- Get stuck choosing between running the business and feeding the algorithmThe cost isn’t missed posts.
It’s missed compounding.
Voice-in-Resisdence means I operate as an extension of your thinking.I don’t just write for you.
I curate, shape, and protect your voice — so what gets published feels intentional, on‑brand, and unmistakably yours.Others write to fill space.
I curate signal.
- Ghostwritten posts in your voice for X or LinkedIn
- Editorial judgment (what to say / what not to say)
- Signal refinement from raw thoughts, notes, and fragments
- Consistency without daily effort on your endNo Canva.
No video editing.
No performative posting.
1. Voice & Context Alignment
We lock tone, boundaries, positioning, and what not to publish.2. Signal Capture
You send input however it’s easiest — brain dumps, voice notes, DMs, texts, or calls. Weekly, monthly, or as ideas come.3. Curation & Publishing
I transmute that signal into clear, publish‑ready writing.4. Iteration
We refine based on what lands — without diluting your voice.
- Not a viral growth service
- Not content hacking or trend chasing
- Not Instagram, TikTok, or video editingIf you’re chasing templates, hooks, or hacks — this won’t fit.
VIR is intentionally limited.I work closely with a small number of founders to stay embedded in voice, taste, and context.This is less content production and more ongoing curation.
If this resonates, start the conversation.You can reach out anywhere — or use the form below to share context so we can decide quickly if this is a fit.
(Pricing and availability discussed after alignment)
I’ll read this personally.If it feels aligned, I’ll reply with next steps.
If not, I’ll still let you know.Either way — appreciate you reaching out.
Talk soon
- Mike
@ayocopymike | [email protected]
Presence, without the noise.
You don’t need to post more.
You need someone running the engine.
Signal Partnership is full LinkedIn ownership — structured, steady, and built in your voice.I handle the writing, cadence, and engagement.
You stay visible — without turning LinkedIn into a second job.Built for operators who want consistency without turning LinkedIn into a second job.
Most professionals don’t lack ideas
They lack ownership.They know LinkedIn matters.
They don’t want it to become a job.Signal Partnership exists to remove that responsibility — without removing your voice.
What this is
- Up to 3 LinkedIn posts per week
- Engagement managed in alignment with your voice
- One long-form anchor post per month (as needed)
- Ongoing positioning calibration
- Direct access for timely ideas or reactions
- Monthly cadence review + adjustments
How it works
We start by mapping your voice, positioning, and boundaries into a structured framework.From there, I operate within it.
- 3 posts per week
- Engagement handled directly in your voice
- Ongoing positioning adjustments
- Direct access for timely ideasYou can plug in anytime.
Or stay completely hands-off.
Signal Partnership
$950 / month
Ongoing LinkedIn support for people who want their thinking to compound over time.
Signal Partnership is ongoing LinkedIn ownership.It’s for people who don’t just want to post — they want a clear through-line in how they show up.If something comes up during the month — a thought, a reaction, a moment you want to respond to — you can send it my way.
I’ll help shape it, refine it, or turn it into a post that fits your voice.You don’t have to decide what’s post-worthy in the moment.
You just have to notice what matters.Over time, your presence becomes familiar — not because it’s loud, but because it’s coherent.What’s included
- Up to 12 LinkedIn posts per month
- A mix of short-form and reflective formats
- 1 long-form anchor post to set tone and direction
- Ongoing voice alignment and POV refinement
- Space to share ideas or one-off needs as they come up — I’ll help refine them into ready-to-post contentHow this’s different from Steady Signal
Steady Signal helps you restart posting.
Signal Partnership helps people recognize how you think.Stay as long as it’s useful. Cancel anytime.
No contracts. No long-term commitment.
What this looks like in the wild
These aren’t templates.They’re examples of how the work shows up once it’s shaped to the person — their role, context, and way of thinking.Each example is written from scratch — tuned to the person, never reused.Different voices.
Different industries.
Same underlying clarity.
Short form posts — Weekly Cadence
Executed consistently within your voice and positioning.
Accountability without micromanaging isn’t about backing off.It’s about tightening the system.In practice, it usually comes down to:
• Clear ownership across locations
• Visible performance indicators
• Predictable check-insWhen those three exist, leaders don’t need to chase updates.In healthcare operations, unpredictability is already high. The system should be the stable part — not leadership behavior.Micromanagement often fills gaps that structure should cover.Build clarity, and pressure drops.—Most leadership advice assumes intensity fixes problems.Push harder.
Check more often.
Raise standards louder.But in complex operations, intensity usually adds friction.Consistency removes it.In multi-location healthcare, the difference between chaos and stability isn’t effort — it’s predictability.When expectations are defined and review cycles are steady, performance stops depending on personality.It starts depending on system.Strong leadership isn’t reactive.It’s structured.
ANCHOR POST — EXAMPLE
Longer-form posts are used sparingly — to set tone and establish a clear through-line.
I’ve learned that clarity doesn’t come from saying more.It comes from deciding what not to carry.Early on, visibility feels like contribution.
You share ideas. You add perspective. You try to be useful.Over time, something shifts.You start noticing that the people you trust most don’t speak often —
but when they do, it lands.Not because it’s loud.
Because it’s coherent.Their thinking has a shape.It shows up in small ways:
- how they frame a problem
- what they choose not to react to
- which details they protectThat consistency becomes familiar.Presence works the same way.It isn’t built through frequency.
It’s built through judgment repeated over time.When the filter is clear, posting stops feeling like performance.
It becomes maintenance.That’s usually the point where visibility starts working for you —
instead of demanding something from you.
You don’t need to sound like anyone else.
You just need space for your thinking to show up consistently.
What this removes
- The “what should I post?” loop- The pressure to sound insightful on demand- The mental tab that never closesThis optimizes for cognitive load—not output.
FAQ
Is this written by AI?
AI is part of the process, not the voice. I handle the judgment, structure, and final wording.Will this sound like me?
Yes. We begin by mapping your voice and positioning into a structured framework. Everything is built within that.How involved do I need to be?
As involved as you’d like. Some clients prefer a light touch.
Others send thoughts or context as it comes up.
The system runs either way.Do I have to post everything?
No. You’re always in control.What if something time-sensitive comes up?
Send it over.
I’ll shape it into something that fits your voice and the broader cadence.Is this ghostwriting?
It’s structured ownership of your LinkedIn presence.
The goal isn’t to replace your voice — it’s to operate within it.Will anyone know?
No. This stays between you and me. Everything is handled privately and kept fully confidential.Can I cancel?
Yes. Monthly plans are cancel anytime.
You’re officially in.
Signal Partnership is active.
Here’s what happens next:1. You’ll receive a short onboarding form within one business day.
2. We’ll map your voice, positioning, and boundaries into a structured framework.
3. Your first week of content will be drafted and aligned before cadence begins.No action needed on your end right now.If something comes to mind, reply to your payment confirmation email.
I’ll see it when I review your onboarding.Talk soon,
- Mike
You’re all set.
Thanks — I’ve got everything I need for now.You’ll receive an automated confirmation email shortly.I’ll personally review your submission and deliver your pack within 72 hours (often sooner).If you don’t see the confirmation email within a few minutes, check spam — or just reply and I’ll make sure you’re taken care of.That’s it — I’ll take it from here.— Mike
Stay visible on LinkedIn without turning it into a performance.
8 LinkedIn posts written in your voice delivered as one ready-to-publish batch.
Built for professionals who want to stay relevant in their industry — without chasing attention.
Founder Round — $99
Most people don’t have a posting problem.
They have a judgment problem.They know they should post.
They don’t know what to say.
Or worse—they know, but don’t trust it yet.This pack exists to remove that friction without replacing your thinking.
Why This Matters
When you’re:
- Being considered for promotion
- Quietly exploring new roles
- Or simply staying visible in your fieldYour LinkedIn presence shapes perception — even if you’re not actively job hunting.This isn’t about self-promotion.It’s about professional maintenance.
Steady Signal
Founder Round — $99
A calm way to stay visible on LinkedIn without forcing content.
Steady Signal is a one-time set of 8 LinkedIn posts — structured, written in your voice, and calibrated to your role.This isn’t about growth tactics or personal brand performance.It’s about removing friction so your thinking can show up clearly and consistently.Each post is:
- Built from scratch
- Tuned to your context
- Structured for clarity
- Edited for restraintNo hot takes.
No viral bait.
No noise.Just thoughtful posts you can publish without second-guessing yourself.What’s included
- 8 calibrated LinkedIn posts (150–220 words)
- Written in your tone and cadence
- Delivered within 3 business days
- One focused refinement round
- Delivered in a clean Google DocWho this is for
- Mid-career professionals
- Industry operators
- Consultants
- Managers
- Founders
- People who want to be seen as thoughtful — not loudWho this isn’t for
If you’re looking for viral hooks, aggressive positioning, or daily posting volume, this won’t be a fit.One light revision round is included.
If something doesn’t feel right, we’ll adjust it.
How It Works
1. Purchase Steady Signal
2. Fill out a short intake (10 minutes)
3. I review your profile + positioning
4. You receive 8 ready-to-post posts
5. Optional light tweaks
What This Is
- Thoughtful LinkedIn posts written in a clear, human voice
- Clean structure without sounding templated
- Content you can post as-is or adapt confidently
What This Isn't
- Growth hacks
- “Go viral” formulas
- AI-generated fillerIf you want noise, this isn’t it.
What this looks like in the wild
These aren’t templates.They’re calibrated posts — shaped to the person, their role, and how they actually think.Different voices.
Different industries.
Same underlying clarity.The goal isn’t to sound impressive.It’s to sound accurate.Good advice changes with timing.
What works early can backfire later.
What feels obvious now wasn’t obvious a month ago.Context matters more than certainty.The examples below show what steady, structured visibility looks like when it’s tuned to someone real.Posts are shaped to your role, industry, and voice — this is just a glimpse.
Accountability without micromanaging isn’t about backing off.It’s about tightening the system.In practice, it usually comes down to:
• Clear ownership across locations
• Visible performance indicators
• Predictable check-insWhen those three exist, leaders don’t need to chase updates.In healthcare operations, unpredictability is already high. The system should be the stable part — not leadership behavior.Micromanagement often fills gaps that structure should cover.Build clarity, and pressure drops.—Most leadership advice assumes intensity fixes problems.Push harder.
Check more often.
Raise standards louder.But in complex operations, intensity usually adds friction.Consistency removes it.In multi-location healthcare, the difference between chaos and stability isn’t effort — it’s predictability.When expectations are defined and review cycles are steady, performance stops depending on personality.It starts depending on system.Strong leadership isn’t reactive.It’s structured.—Posts are shaped to your role, industry, and voice — calibrated to context, not templated. These are just two examples.
You don’t need to sound like anyone else.
You just need space for your thinking to show up consistently.
FAQ
Is this written by AI?
AI is part of the process, not the voice. I handle the judgment, structure, and final wording.Will this sound like me?
Yes. Alignment, not mimicry. The intake form helps tune tone and structure.How much input is required?
Very little. The intake form is usually enough.Do I have to post everything?
No. You’re always in control.Can I request edits?
Light tweaks are fine. This isn’t a collaborative drafting process.Is this ghostwriting?
It can lead there—but this is structured support.Will anyone know?
No. This stays between you and me. Everything is handled privately and kept fully confidential.
Founder Round – $99Early pricing while this format is refined.Built for professionals who want to stay relevant — without turning LinkedIn into a project.
—
Want ongoing support?
LinkedIn shouldn’t feel forced.
If posting feels performative, pressured, or inconsistent — this is a different approach.Get 3 tailored sample posts built around your role and topic.Delivered within 24 hours.
Most professionals don’t struggle with ideas.They struggle with structure.You don’t need more content.You need clearer signal.Share your role and one topic you care about.I’ll send you three structured posts that show what steady visibility actually looks like.Founder-written. Slightly raw by design.No viral hooks.
No personal branding circus.
No noise.
Share a little context below. I’ll handle the structure.
This isn’t automated.
It’s structured thinking applied to your context.
What happens next
I review your submission personally.You’ll receive three structured posts within 24 hours — shaped to your role and topic.If I need anything clarified, I’ll reach out directly.That’s it.
If you have questions, reach out below.
You're in.
I’ll review your submission and send your three tailored posts within 24 hours.These won’t be templates.They’ll be shaped to your role, your topic, and how professionals in your space actually think.Founder-written. Slightly raw by design.If anything needs clarification, I’ll reach out directly.Otherwise, expect your posts soon.— Mike
Copywriter
Focused on integrated campaign thinking and product positioning.I build ideas that scale from platform to execution, combining clear strategic structure with emotionally intelligent messaging. My work is designed to hold up across channels — from campaign concept to product detail.Below are selected spec campaigns demonstrating that approach.
Selected Work
St. Louis CITY SC
"Our Fans Have Fans" – Integrated Brand Campaign Concept (Spec)
Context
St. Louis CITY SC is more than a club — it’s a civic movement. In a competitive MLS landscape, the challenge was to deepen long-term supporter identity while driving sustained matchday attendance.The goal wasn’t simply ticket sales, but conversion — turning first-season curiosity into long-term civic loyalty by positioning CITY SC as a supporter-powered club embedded in everyday St. Louis pride.
The Insight
In emerging soccer markets, identity forms quickly. Early supporters aren’t just fans — they’re founding participants. The opportunity was to frame fandom as something you build together, not just consume.
The Big Idea
Our Fans Have Fans.
A campaign platform that shifts the spotlight from the pitch to the people — positioning CITY SC supporters as the true engine of the club.Rather than celebrating players alone, the idea celebrates the culture around them — the chants, the rituals, the neighborhoods, and the energy that makes the club bigger than any single match.The movement isn’t just on the field.It’s in the stands.
Platform Pillars
Fan Spotlight – Feature super supporters, traditions, and community roots.Matchday Power – Turn every home game into a city-wide statement.Street to Stadium – Tie neighborhood pride directly to club identity.Tone: Proud. Resilient. Street-rooted. Unapologetically bold.
Executions
Social — Matchday Energy
Standard Matchday ExampleTwo paths. One game.
But only one city behind it.Some see a match.
We see the people who make it matter.THIS SUNDAY. ENERGIZER PARK.The stands don’t echo.
They lead.Our fans have fans.
#AllForCITY
Rivalry Spike Execution
They’ll hear the players.They’ll feel the city.Every chant. Every scarf. Every block behind the badge.This isn’t just a rivalry.It’s a reminder.Our fans have fans.🎟️ Get Tickets
Email — Ticket Push
Subject Line: The City Shows Up.One loss doesn’t define us.What defines us is who shows up next.This Sunday, CITY SC returns to Energizer Park — not just to compete, but to stand together.From block to pitch. From first chant to final whistle.Our fans have fans.👉 Get Tickets
Hype Video Concept
Cinematic montage featuring:
- Supporters arriving in groups
- Scarves raised in unison
- Street-level shots across neighborhoods
- Kids in jerseys walking with parents
- Players reacting to the roarVO:
“They don’t just watch.”“They build it.”“They carry it.”“They are it.”Cut to black.End Card:
Our Fans Have Fans.
Field & Foundry
Premium Longevity Nutrition for Dogs (Spec)
Project Framing
This concept explores the launch of a premium longevity-focused dog food brand — developed with full campaign architecture and retail execution in mind. The work includes brand positioning, packaging copy, PDP structure, and multi-channel extensions to demonstrate integrated CPG thinking beyond campaign concepts.
The Challenge
Premium pet food brands often default to ingredient lists and scientific jargon. While credibility matters, it rarely connects to what dog owners actually fear — time moving too fast.The objective was to launch a longevity-focused formula that blends clinical credibility with emotional resonance.
The Insight
Dog owners don’t think in macronutrients.They think in:
- One more summer.
- One more hike.
- One more year of tail wags at the door.Longevity isn’t about lifespan.It’s about vitality.
The Big Idea
Protect Their Prime.Not just longer life.Stronger joints.Clearer eyes.Eager mornings.Steady steps.Help them stay themselves.
Positioning Statement
Field & Foundry is clinically formulated to support mobility, cognitive clarity, and gut health — so dogs don’t just age. They stay themselves.
Bringing the Brand to Market
The brand system extends into structured retail and packaging environments — balancing emotional resonance with compliance and category credibility.
Website / DTC Hero
Protect Their Prime.Mobility support. Cognitive clarity. Whole-body strength.Because getting older shouldn’t mean slowing down.CTA: Support Their Prime →
Retail PDP
Headline
Protect Their Prime.Subhead
Complete and balanced longevity nutrition for adult dogs.Highlights
- Formulated to support mobility, cognitive clarity, and digestive health- Omega-3 fatty acids to help maintain joint function- Targeted probiotics for gut and immune support- High-quality protein to maintain lean muscle- 100% complete and balanced nutrition for adult maintenance- No artificial colors, flavors, or preservativesFull Description
Your dog doesn’t measure life in years. They measure it in mornings at the door. Hikes that feel easy. Joints that don’t hesitate.Field & Foundry Prime Support is formulated to help maintain mobility, cognitive clarity, and whole-body vitality — so aging feels steady, not sudden.Made with high-quality protein sources and targeted nutrients, this recipe supports strength from the inside out. Complete and balanced for adult dogs, with carefully selected ingredients designed to help them stay active, alert, and ready for what’s next.Because growing older shouldn’t mean slowing down.
Amazon-Style Bullets
SUPPORTS ACTIVE AGING
Formulated with Omega-3 fatty acids and joint-support nutrients to help maintain mobility.COGNITIVE CLARITY
Includes DHA and targeted nutrients to help support mental sharpness.DIGESTIVE BALANCE
Contains research-backed probiotics to support gut health and nutrient absorption.LEAN MUSCLE MAINTENANCE
High-quality protein to help maintain strength and vitality.COMPLETE & BALANCED
Meets adult dog nutritional standards for daily feeding.
Back-of-Pack Copy
Field & Foundry Prime Support is formulated to help maintain mobility, cognitive clarity, and digestive health in adult dogs. With high-quality protein sources, Omega-3 fatty acids, and targeted probiotics, this recipe supports whole-body vitality from the inside out.Every ingredient is selected with purpose — to help dogs stay active, alert, and steady through every season of life.Formulated to meet the nutritional levels established by the AAFCO Dog Food Nutrient Profiles for adult maintenance.
Front-of-Pack / Packaging Panel
FIELD & FOUNDRY
Prime Support FormulaMobility + Cognitive + Gut SupportOmega-3s
Targeted Probiotics
High-Quality ProteinComplete & Balanced Adult Nutrition
Emotional Section
They don’t need more years.They need good ones.Field & Foundry combines joint-support compounds, Omega-3 for cognitive vitality, and research-backed probiotics — formulated to preserve strength from the inside out.The years ahead deserve protection.
Campaign Extension
STILL PRIME.Visual campaign featuring 8+, 10+, and 12-year-old dogs still active.Subline: Powered by protection, not luck.
Steady State
Functional Energy Beverage (Spec)
The Challenge
In a category built on overstimulation, energy itself has become exhausting. Brands compete on intensity — louder claims, higher caffeine spikes, bigger promises.This project concepted the brand positioning and naming strategy for a functional beverage launch centered on sustained focus rather than chaos. The opportunity was to create energy that feels controlled, not explosive — clarity without crash.
The Big Idea
Energy That Knows Its Place.Power that integrates — not interrupts.
Brand Positioning
Smooth, sustained energy formulated with natural caffeine and L-Theanine to support focus without spike-and-crash cycles.
Front of Can
Energy That Knows Its Place.120mg Natural CaffeineL-Theanine for Balanced FocusZero SugarNo Crash
OOH
Energy That Knows Its Place.Built for the Long Day.Performance, Minus the Noise.
Paid Social
Stay steady.Focus without the frenzy.
PDP Bullets
- 120mg natural caffeine from green tea
- L-Theanine to smooth stimulation
- Zero sugar
- No crash cycle
- Designed for sustained output
Contact
For opportunities and collaboration:
[email protected]