storyteller + [many things in between] + strategist


VINAYA was a consumer technology company creating high-end connected products for a more mindful generation.

I joined the startup at seed-stage to help build the brand, own our voice and bring several products to market. We became known as one of London’s top fashion/wellness/tech startups, driving thought leadership in the ‘mindful tech’ space. Hardware is hard, though– and unfortunately the company went into administration in Dec 2016. Nevertheless, the team did some great work.

ALTRUIS X, our second generation product, was a connected mindfulness bracelet and mobile app that we launched late 2016. To inform product development, I crafted an audience persona strategy together with our in-house research lab. For the app build, I developed a content-led strategy for daily mindfulness reminders, ideated the sound meditation feature and wrote all the UX copy. Towards launch, I owned all messaging and positioning across web, social media, PR, partnerships and more. I also project managed the website build, oversaw our blog content and wore quite a few more hats (startup style).

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