The first challenge was defining GOODLAND’s brand foundation—translating ideas from the co-founder’s head into a clear identity through remote collaboration during the pandemic.

When the brand launched in 2021 as a bootstrapped start-up, it faced steep hurdles: introducing a high-priced, niche product—the Wood Burning Hot Tub—with limited resources and no market recognition. Competing with established brands required distinct positioning and educating a market largely unfamiliar with this kind of product.

As the company grew, so did its challenges: expanding into the US, driving awareness through organic channels, maintaining consistent storytelling across new product lines, and standing out online without paid support for the first few years. Each launch—from bathing accessories to garden tools—demanded fresh research and strategic thinking to differentiate GOODLAND in a crowded space.

Without workshops or creative sessions, I distilled the co-founder’s vision into a clear brand strategy that became the foundation for everything that followed. I guided the naming process and ensured brand coherence across touchpoints to build trust and support sustainable growth.

For the first Hot Tub launch, I developed the marketing strategy, relying on storytelling, SEO, and organic discovery to educate customers and position GOODLAND as a premium brand rooted considered design, craft, and time spent in nature.

As the company expanded, I led research and strategy for each new product—defining differentiation, recommending names, and developing content. I also implemented methods for tracking and refining strategy, enabling GOODLAND to grow visibility and engagement quickly through organic channels and become a recognized, design-driven DTC brand.