The Strategy and Process

My work followed a phased approach, beginning with a deep dive into the business to ensure a solid foundation.

• Discovery & Validation: I defined the core problem and identified the key target markets. Using insights from Our Kinds' existing pilot programs, we validated and refined pre-existing solution hypotheses to ensure a data-driven approach.

• Strategy Development: I developed a comprehensive brand strategy that included conducting market research, outlining customer journeys, and prioritizing target markets. Then, I created a crowdfunding strategy to plan for a successful campaign and developed a narrative for creative storytelling around the vision.

• Execution: I initiated a campaign for strategic partnerships, creating and conducting outreach with partnership proposals to build a network of support. This work was designed to align with the brand's goals and prepare for a crowdfunding raise.

The Outcome

My work provided a clear, actionable roadmap that guided the company's direction. The project resulted in:

• A validated brand position and narrative to attract a broad audience.

• A scalable partnership strategy and a network of key targets and champions.

• A comprehensive plan for a successful crowdfunding campaign.

A Word From Our Kinds' Founder

"Working towards a global vision, we collaborated across oceans to prove the resonance in Our Kinds strategic goals across broad audience types. 

Mieke developed globally aligned, scalable in small steps, partnership strategies to attract our key targets and more. Unafraid to test her thinking and seek feedback Mieke reached out internationally to leaders in the environment space, connected to these strategic targets, building credibility and champions in our network and hers. 

I am committed to this relationship with Mieke. She is an absolute gun who does what it takes to deliver beautiful work."

— Karen, Founder of Our Kinds