Wheelys Café
Co-founder and CEOI was responsible for the brand and all communication, from press to web, photo and film, and I was the company's spokesperson. With no marketing budget, the story had to do the work. Forbes, Wired, TechCrunch and many others covered us, and our unstaffed store Moby Mart became a global viral news story.
Many of our best stories came from the café owners themselves. I worked with café owners around the world to create stories in text, photo and film, for both internal communication and marketing. Often I led the production remotely and worked with local photographers and filmmakers, as with this film from Miami.
A video I made for our Facebook page: 782 comments and 25,000 shares.
I designed and structured the Wheelys website, the place where future café owners first met the brand.
To help hundreds of café owners around the world get started, I created Wheelys Academy, an online platform I built in WordPress. It gathered everything an owner needed in one place, from manuals on how to use the Wheelys brand to training in creating content in text and film. That way a new owner in another country could get up and running on their own, and the brand stayed consistent across 80 countries.
Awards: Financial Times Boldness in Business, 2018. The Nordic 100, 2017.