Selected Work / Minority Business Circle
A stronger business story, from the website to the founder.
Brand direction, website messaging, UX strategy and ongoing founder counsel for a fintech platform serving entrepreneurs who are too often overlooked.
The challenge
Minority Business Circle needed its public presence to match the ambition of its business: making resources more accessible to a broad entrepreneurial community, including BIPOC, LGBTQ+ people, immigrants, seniors and women.
The work reached beyond a new look. The platform needed a clearer voice, a more coherent customer journey, and a founder prepared to explain the business to users, partners and potential investors.
My role
I led the brand and creative direction and advised the founder on messaging, marketing priorities and public presentation. I connected the strategic decisions to the writing, website experience and work of the creative team.
- Brand strategy and voice. Reshaped the brand personality, sharpened the message and established a more consistent way to explain the offer.
- Website writing. Wrote key website copy, including copy for legal and policy sections, and developed content frameworks for the platform.
- UX/UI direction. Guided the website rebrand and customer journey, briefing the Ukraine-based creative team and working through design questions. My role was strategy, writing and creative direction; the design team executed the interface.
- Team leadership. Directed collaborators, clarified priorities and connected the website work to the broader brand.
- Founder preparation. Coached the founder on spokesperson delivery and practiced the investor story through a pitch exercise and Q&A.
- Marketing and communications. Advised on where to focus marketing spend and shaped communications for prospective investors, media partners and other stakeholders.
- Educational content. Developed the direction and content framework for an expanded educational library and multi-tier course work.
From direction to delivery
The engagement included website-rebrand guidance, copy and content development, creative-team direction, PR review and recurring founder counsel. The investor-pitch practice materials gave the founder a way to rehearse the narrative, anticipate questions and identify gaps before a real presentation.
Outcome: A clearer brand voice and website direction, with a more prepared founder and a creative team working from a shared brief.
Growth in context
190 → 2,020 users
Client-reported internal figures for 2021–2024. The business grew during the period of this work; that growth reflects the wider company effort and is not attributed solely to the brand engagement.