INITIATIVE STUDIO
SELECTED WORK

Past Projects

CUSTOMER INTELLIGENCERELAYBRAND STRATEGY & WEBSITE — 2025CUSTOMER SIGNAL DETECTEDLIVEINTERCOMGONGSLACKSURVEYSARR AT RISK$74.2KINITIATIVE STUDIO01 / RELAY
01
Relay
BRAND STRATEGYWEB DESIGN & BUILD

Positioned and built the launch site for a customer intelligence platform that turns support tickets, sales calls, and feedback into a prioritized product roadmap.

2025
FORMAHEALTH TECHNOLOGY — 2024RADICAL TRANSPARENCY.HONEST OUTCOMES.02 / FORMA HEALTH
02
Forma Launch
POSITIONINGGO-TO-MARKET

Built the brand and go-to-market strategy for a health tech startup launching into a market dominated by legacy players.

2024
GROVECAPITAL — VENTURE IDENTITY 2023PRIMARY WARM DARK ACCENT03 / GROVE CAPITAL
03
Grove Identity
VISUAL IDENTITYBRAND DESIGN

Created a new visual identity for a venture firm that needed to signal taste and conviction to both founders and LPs.

2023
MESSAGING FRAMEWORKMERIDIANSOFTWAREMESSAGE ARCHITECTURECORE IDEASpeed to clarity, always.AUDIENCE: ENGINEERING LEADSCut through noise, ship faster.AUDIENCE: PROCUREMENTProven ROI, clear integration path.AUDIENCE: EXECUTIVESCompetitive edge, reduced overhead.04 / MERIDIAN SOFTWARE
04
Meridian Messaging
MESSAGINGPOSITIONING

Untangled a complex product story for a developer tools company struggling to explain a powerful but nuanced platform.

2023
ARCABRAND SYSTEM — 202305 / ARCA
05
Arca Brand System
BRAND STRATEGYDESIGN SYSTEM

Developed a full brand system for a fintech startup scaling from 10 to 100 people while keeping their design quality consistent.

2023