i didn’t realize it would get this SERIOUS

I began consulting for Pamela, the founder of My Badass Recovery (MBR) in September of 2019. Her goals were to create a fully realized brand from the addiction coaching she’d been doing and to carve out space in the recovery world for courses that would help people like her.

I saw emails come rolling in from people who said that MBR’s message saved their lives.

Then and there, I knew I needed to make this a long-term consulting relationship. Now, I’m helping her to market, maintain a consistent voice, and use every piece of content to its fullest potential.

HOW I’ve HELPED HER HELP OTHERS

EMBODYING HER VOICE

With something as personal and life-altering as addiction, I take my responsibility as content creator very seriously. Having known next to nothing about addiction when I started this work, my first priority was really immersing myself in the world that my audience lives in. I read books, I watched documentaries, and I spent lots of time talking with coaches and those in recovery to learn about this complicated landscape.

I credit almost the entirety of my success in this project to the initial investment of research and empathy building.

Developing a brand that aligns with her unique style

We spent many, many weeks defining what it was that made Pamela different from others in the addiction space. Once I had that golden piece of information, I created a persona for MBR that cut straight to the point. No fluff. No cheerleading. No bullsh*t.

Many of the existing players in the addiction space cater to women and therefore focus their design around stereotypically feminine elements. For MBR to stand out in a way that was true to Pamela’s non-traditional coaching style, I designed a look that pays homage to the messy, painful, but ultimately worthwhile process of recovery.

NEVER WASTING CONTENT

Pamela was recording new videos, writing long emails, and creating new social media content daily. It was time-consuming for her and each individual piece of content ultimately had very little payoff. It also led to inconsistencies in messaging, ultimately weakening her brand’s presence. I created a system to apply a central message to each of her many channels without needing to rewrite a word.