Strategy, Copywriting & Business Architecture
Role: Co-Founder, Brand Strategist & Copywriter, (Accidental) Project ManagerTimeline: February 2026 to September 2026
Company: A DTC alcohol-free lifestyle brand offering mocktail kits, craft kits, and self-care essentials
The Situation:
In February 2026, I co-founded Silver Lining Supply Co. with two partners, built in memory of a friend whose phrase "the silver lining of sobriety" became the company's name and mission.My partners brought product development: mocktail recipes and craft kit design. I brought everything else it takes to turn a shared idea into an actual, functioning business.
There was but a blank slate.
No name that worked as a company.
No website, no legal entity, no way to take a payment, no words that explained to a stranger why this mattered.
That's the gap I filled, and brought to life for seven months.
My Role: Sole Architect of the Brand
Brand strategy, copy, business infrastructure, and legal formation.
Brand Strategy & Identity
- Designed and ran the co-founder Brand Identity Questionnaire, then synthesized three sets of independent answers into a single usable strategy
- Wrote four full versions of the Brand Messaging Framework: positioning, voice pillars, tone rules
- Led competitive analysis (benchmarking against Ghia, Flamingo Estate, and Patagonia) and built three detailed buyer personas
- Developed the brand voice north star, "effortlessly cool," and the tagline system, landing on "We Put the Sass in Sobriety"
- Set the visual foundation: color palette, typography, and voice guidelines that every vendor and collaborator worked from
Copywriting
- Wrote every word-facing surface of the business: homepage, About Us, Collections page, & FAQ
- Wrote and built the three-email Flodesk welcome sequence, the seasonal launch email for the Witching Hour Collection, and the co-founder reunion broadcast
- Wrote several SEO/LLM-rich blog posts, Medium articles and the LinkedIn presence announcing the company
- Wrote a full six-week pre-launch content calendar: paired emails and social captions
Business Formation & Legal
- Registered the LLC and coordinated the EIN application
- Filed and managed the trademark application through Rocket Legal, from initial filing to USPTO receipt
- Opened the company's business bank account
- Drafted the Operating Agreement, including the capital and in-kind contributions section for all members
Technical Infrastructure
- Built the initial Shopify storefront myself, with no design background, teaching myself the platform over a single weekend before bringing in outside design help to build on top of it (turns out I am not a designer.)
- Worked directly in schema markup (schema.liquid) through SearchAtlas, going line by line to verify the site indexed correctly in Google Search Console
- Set up and administered Google Workspace for the company
- Built the Flodesk email system: segments, automated welcome-sequence graduation, and backend cleanup
- Architected the company's entire Notion workspace: Brand, Strategy, R&D, Copy, and Meeting Notes
- Directed the UX/UI relationship with an outside designer, who built on top of my own working storefront, first through a trade-swap design pass, then through a paid accessibility and polish pass
Financial Tracking
- Documented contributions for the Operating Agreement across all three members
- Manage the company's ongoing tax and compliance questions directly with a CPA, including multi-state sales tax nexus across Washington, California, and Pennsylvania as first sales came in through Shopify
The Outcome
Silver Lining Supply Co. launched its first seasonal collection, the Witching Hour Collection, in August 2026, complete with a working storefront, an email marketing system, a signed Operating Agreement, and a fully developed brand voice recognized by outside collaborators and referral partners alike.The company is now winding down. Not for lack of a market or a brand, everything built here still stands on its own as proof of what's possible when strategy, copy, and infrastructure come from one clear point of view.
Three co-founders who met and built a friendship entirely online eventually found that friendship didn't translate as smoothly to being in the same room.
Why This Case Study Matters
Silver Lining Supply Co. is the clearest example in my portfolio of what I do when I'm handed a blank page and told to build something real from it: not just the words, but the architecture underneath them. Strategy, voice, legal formation, technical systems, and the copy that ties it all together.
To see the website live, click here
#WeightLossAfter45 #MidlifeWeightLoss #MenopauseWeightGain #HormonalBellyFat #CellularHealth #RedoxSignaling #MidlifeMetabolism #MidlifeWomen #PerimenopausalWeightLoss #MetabolismAfter45 #HormoneWeightLoss #WomensWeightLoss #MidlifeWellness #SustainableWeightLoss #CellularHealthGirls #BrandStrategy #ConversionCopywriting
#WeightLossAfter45 #MidlifeWeightLoss #MenopauseWeightGain #HormonalBellyFat #CellularHealth #RedoxSignaling #MidlifeMetabolism #MidlifeWomen #PerimenopausalWeightLoss #MetabolismAfter45 #HormoneWeightLoss #WomensWeightLoss #MidlifeWellness #SustainableWeightLoss #CellularHealthGirls #BrandStrategy #ConversionCopywriting