Brand and creative strategy, proven in the market.

15+ years building B2B and consumer brands, and the AI-powered platforms behind them. Global rebrands, e-commerce channels built from zero, and live products designed, shipped, and grown end to end.

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Horton Global Rebrand $0 to $4M E-Commerce Build Dash of Chef FrugalFetcher AI Creative Systems Protolabs Platform Relaunch

Horton Global Rebrand

B2B · Brand Strategy

Brand StrategyCorporate NarrativeRollout GovernanceGlobal Marketing

A company-wide rebrand for Horton, a global industrial-technology manufacturer: new global tagline, logo, and corporate narrative, rolled out across every market the company operates in.

Challenge

Horton had outgrown its brand. Messaging varied by region and business unit, the visual identity had drifted, and there was no single narrative connecting product, sales, marketing, and events across a global footprint.

Approach

Led the rebrand from strategy through rollout: a new global tagline, logo, and corporate narrative, backed by governance that carried the system into marketing, product, sales, and events worldwide. The goal was a brand that holds up in daily use, not one that lives in a guidelines PDF.

Outcome

One consistent global brand, now operating at scale: roughly 10 product launches a year and a 60+ event annual program all run under the new system, with qualified leads up 10% year over year.

consistent global brand

~10

product launches per year

60+

events run annually

+10%

qualified leads YoY

Competencies

Brand StrategyBrand Identity & GuidelinesCorporate Narrative & MessagingCreative DirectionRollout GovernanceCross-Functional LeadershipAgency & Vendor ManagementEvent & Tradeshow ProgramsVideo & Motion DirectionBudget Ownership

hortonww.com

Live site · hortonww.com

Video & Motion

Corporate Brand FilmWho We Are | Horton, Inc.

Tech Tip SeriesGenuine Horton vs Will Fit Kits

Animated ExplainersGas Compression Thermal Management Explained

Tradeshow RecapsMINEXPO 2024 Recap

Brand film and ongoing video programs · youtube.com/@hortoninc

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$0 to $4M E-Commerce Build

B2B · E-Commerce

BrandStorefront UXMerchandisingSEO / SEMLifecycle Email

Horton's e-commerce channel built from scratch on Adobe Commerce: brand, storefront UX, merchandising, search, and lifecycle email, taken from zero revenue to a $4M annual run rate in two years.

Challenge

Horton had no direct e-commerce channel and no digital demand engine behind one. Everything had to be built from nothing: the brand for the channel, the storefront experience, the merchandising logic, and the traffic to feed it.

Approach

Built the channel end to end on Adobe Commerce. Defined the brand and storefront UX, structured merchandising around how buyers actually search, and layered SEO, SEM, and lifecycle email into a compounding acquisition and retention system.

Outcome

$0 to $4M in annual revenue in two years, currently pacing to $6M. The channel now runs as a durable revenue line with its own demand engine.

starting revenue

$4M

annual revenue in two years

$6M

current annual pace

Competencies

E-Commerce StrategyAdobe Commerce (Magento)Storefront UXMerchandisingSEO / SEMLifecycle EmailHubSpotGA4 / GTMConversion OptimizationDemand Generation

shop.hortonww.com

Horton online store: part search, merchandised categories, and direct ordering

Live storefront on Adobe Commerce · shop.hortonww.com

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Dash of Chef

Consumer · Yayah Venture

Brand IdentityProduct DesignInstacart PartnershipMonetizationAI Stack

A D2C recipe-commerce platform where every recipe is shoppable through an Instacart partnership. Brand identity, product design, growth, and monetization, built end to end on an AI-powered stack.

Challenge

Recipe content is everywhere; recipe commerce is not. The bet was that the moment of inspiration and the moment of purchase could be the same moment, if the brand and the product experience made shopping a recipe feel effortless.

Approach

Designed the brand and the product as one system: identity, UX, and merchandising all built around the shoppable recipe, with fulfillment powered by an Instacart partnership spanning 1,400+ stores. An AI-powered stack handles content production and operations, keeping a lean product moving at the pace of a full team.

Outcome

A live consumer platform where every recipe on the site is shoppable through Instacart, with brand, product, growth, and monetization all designed and operated end to end by Yayah Creative.

100%

of recipes shoppable

1,400+

stores via Instacart partnership

AI-powered

content and operations stack

Competencies

Brand IdentityProduct Design (UX / UI)D2C GrowthAffiliate & Partnership CommerceInstacart PartnershipMonetization StrategyAI Content SystemsAnalytics & Attribution

dashofchef.com

Dash of Chef homepage: recipe discovery with one-tap grocery shopping across 1,400+ stores

dashofchef.com/recipes

Dash of Chef recipe library: 6,306+ shoppable recipes

Live product · dashofchef.com

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FrugalFetcher

Consumer · Yayah Venture

BrandProduct StrategyAutomated ContentAI Pipelines

An AI-powered deals and travel platform: brand, product strategy, and automated content pipelines, built and operated end to end.

Challenge

Deals and travel content goes stale by the hour, which makes it brutally expensive to produce by hand. Competing in the category with a lean team meant the content engine itself had to be the product advantage.

Approach

Built the brand and product strategy around automated content pipelines: AI systems that source, write, and publish deal and travel content continuously, with editorial rules that keep quality and voice consistent without manual review of every piece.

Outcome

A live platform whose content operation runs largely on autopilot, publishing at a volume that would normally require a content team, operated end to end by Yayah Creative.

Automated

sourcing and publishing pipelines

24/7

content operation

End to end

brand and product ownership

Competencies

Brand DesignProduct StrategyAI Content AutomationEditorial Quality SystemsSEO & Organic GrowthMarketing Automation

frugalfetcher.com

FrugalFetcher: AI-powered travel intelligence platform, pre-launch waitlist

frugalfetcher.com · pre-launch, waitlist live

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AI Creative Systems

Capability · AI Systems

AI AgentsContent SystemsCreative OpsQuality Control

Six working AI agents designed and shipped, three of them in enterprise settings, plus AI content systems that scale creative production without added headcount.

Challenge

Most teams either ban AI from creative work or let it run unsupervised and ship generic output. The real problem is systems design: deciding what gets automated, what stays human, and how quality is enforced in between.

Approach

Designed and shipped six working agents covering research, content production, reporting, and operations, three of them deployed in enterprise settings. Repetitive production is automated; positioning, taste, and final judgment stay human. Every system runs against defined voice, brand, and accuracy standards with human review at the points where errors are expensive.

Outcome

Creative and content production that scales without added headcount, and a repeatable playbook for deciding where AI belongs in a creative organization and where it does not.

working AI agents shipped

running in enterprise settings

added headcount required

Competencies

AI Agent DesignLLM Workflows (Claude, LLM APIs)Creative OperationsQuality Control FrameworksContent Systems ArchitectureMarketing AutomationHuman-in-the-Loop Review

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Protolabs Platform Relaunch

B2B · Digital Experience

E-Commerce PlatformLocalizationInternationalDigital Experience

The Protolabs e-commerce platform relaunched across seven international domains in multiple languages for the digital-first B2B manufacturer.

Challenge

One platform, many markets: the relaunch had to hold brand and experience consistent across seven international domains while respecting language, currency, and buying-behavior differences in each.

Approach

Ran the relaunch as a single global program rather than seven local projects: one experience architecture, one design system, and a localization model that let each market adapt content without fragmenting the platform.

Outcome

The platform relaunched across all seven international domains in multiple languages, giving Protolabs one coherent digital storefront worldwide instead of a patchwork of regional sites.

international domains

unified experience architecture

Multiple

languages served

Competencies

Digital Experience StrategyUmbraco CMSLocalization & InternationalizationInformation ArchitectureSEOA/B Testing & OptimizationWeb Governance

protolabs.com

Protolabs website: digital manufacturing platform with instant quoting

Live platform · protolabs.com

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Capabilities

Brand Strategy & IdentityCampaign & Creative DirectionE-Commerce & Digital ExperienceAI-Powered Content SystemsMarketing Technology

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