Brand Identity & Strategic Content Systems

A creative studio and platform built to deliver clarity, systems, and scale, across content, voice, and digital products. Rooted in collaboration, strategy, and lived experience.

(Client)
Moon Soldier
(Year)
On-going
(Creative role)
Brand Identity, Creative Strategy, Content Systems, WebDesign

Creator-Led Platform

Born from clothing. Built for creators.Evolved into something bigger.

The Challenge

After years of leading strategy and creative for global brands, I kept noticing the same pattern, creators and businesses didn’t have a system for their brand. They struggled to explain what made them different, spent hours trying to ‘fix’ their content, and treated social like a to-do list rather than a growth channel. I launched Moon Soldier as a real-world test of my frameworks, to solve these problems at the source. It needed to offer structure, clarity, and performance, all without relying on paid ads.

The Approach

I designed Moon Soldier to deliver both proof and product: a self-sustaining brand that could attract clients, test new methods, and generate real insight through every interaction. From interactive tools to content-first funnels, the platform became a place to trial, teach, and transform.
  • Developed the Moon Method™: a 6-phase brand clarity system
  • Built a creator quiz to identify common friction points in strategy
  • Coded a voice decoder and hook generator with 3,000+ unique outputs
  • Launched interactive product experiences and automation-ready systems
  • Used SEO, blog content, and TikTok to grow reach organically
  • Delivered strategy, structure, and systems for creators and brands across wellness, fashion, property, and luxury travel
  • Signed long-term creative partnerships with high-potential creators

The Results

What started as a solo project turned into a full creative studio and a proof-of-concept that now powers clients across multiple sectors. Moon Soldier’s growth has been entirely organic, driven by clarity, not chasing trends.
  • Over 2,000 organic visits/quarter via SEO, AEO, TikTok, content strategy and blog posts
  • Direct commissions from creators and small brands: House of Mess, SimplyMouk, YazzieTalks, Body Contour by Yaz, Empire Estates & more
  • Inbound leads from luxury clients including a travel consultancy, private dining brands, and Dubai-based real estate firms
  • Product development: built a custom Content Type Quiz, Voice Decoder, and a Hook Generator capable of generating 3,150 unique hooks, delivered via a fully interactive experience using custom HTML code
  • Every project starts with the Moon Method™, tailored to the client’s stage, goals, and strategy
(How I work)
(01)

Process

A behind-the-scenes look at how Moon Soldier was built from core method to fully-coded tools and systems.

01
(Discovery)

The Spark

Everything started with one question: what if I built the brand I wish existed?

I treated Moon Soldier like a client, starting with clarity, defining the mission, researching the market, and identifying the emotional gap we could fill. Through audience analysis and archetyping, I grounded the concept in a strong strategic foundation.
02
(Strategy)

The System

Once I mapped out the opportunity, I built the brand’s strategic spine.

Using the same Moon Method I now guide clients through, I defined Moon Soldier’s Brand Essence, Voice, and Positioning. Each piece was designed to balance warmth and intelligence, something bold enough to lead, but human enough to connect.
03
(Creative)

The Build

I brought the vision to life through design and structure.

This included the full visual identity system (logo, colour, typography, layout), a social content system for consistency, and a website designed to convert without feeling corporate. The yellow palette was chosen for its psychological warmth and clarity, balanced with grounding neutrals for longevity.
04
(Reactive)

The Engine

Finally, I built the operational systems to make Moon Soldier sustainable.

From editable brand guidelines and social content planners to an SEO, AEO blog engine and monetisable digital products, every piece was designed to scale. This wasn’t just a rebrand. It was a full business ecosystem designed to grow with purpose.
(Execution)
(02)

the visuals

A visual brand built to connect, convert, and scale, here’s how it shows up across every touchpoint.