Stacy Thal

summary: Stacy Thal is a senior brand strategist and creative director whose profile maps very tightly to this foundational brand identity role. She has repeatedly built brand foundations from scratch for early-stage and DTC/consumer brands (Goode Health, MYXfitness, Endex), owns verbal identity work (voice and tone at Yahoo and Pottery Barn), and lists 'Directing brand book / guide' as a core skill. Her Goode Health engagement — a startup wellness/health-tech brand where she defined the brand's 'voice, values, and messaging' and 'high-level messaging' — is nearly a direct analog to BeWell Brands. The main gap is that some deliverable work is described as 'directing' rather than personally producing, and the wellness/supplement adjacency is health-tech rather than supplements specifically.

synthesis_quote: Stacy developed a robust brand strategy... defining the brand's voice, values, and messaging — a near-exact match for BeWell's brand guide and verbal identity needs.

tier: undefined

evidence_snippets: Goode Health: 'developed a robust brand strategy... defining the brand's voice, values, and messaging that would resonate with the target audience'

evidence_snippets: Skills: 'Directing brand book / guide', 'Brand tone/voice', 'New brand launch', 'Brand strategy'

evidence_snippets: Yahoo: 'reimagine the brand at its 20-year milestone... established a unified voice and tone for consistent branding across all platforms'

evidence_snippets: MYXfitness: 'a direct-to-consumer startup... lead a brand refresh that aimed to differentiate the company in a crowded market'

evidence_snippets: Pottery Barn: 'refined the Pottery Barn brand voice for all marketing communications'

evidence_snippets: company_stage includes 'Pre-Launch & Early Stage'

evidence_snippets: Skills list: 'Brand strategy', 'Brand tone/voice', 'Directing brand book / guide', 'New brand launch'; Goode Health: 'developed a robust brand strategy... defining the brand's voice, values, and messaging'


Sorrina Beecher

summary: Sorrina is a 20+ year brand/content strategist and writer with concrete brand-building experience: she led brand repositioning and created brand guidelines at Upfront Healthcare, facilitated a verbal brand refresh (positioning, messaging, website) for Joy Engine, and developed brand positioning frameworks across multiple engagements. Her verbal identity and messaging chops are strong and well-evidenced, and she has relevant health/wellness-adjacent and supplements industry exposure. Main gaps: much of her brand-guide work is described as 'directing' rather than sole authorship of a full polished brand guide, and her deepest work skews content/PR/thought-leadership rather than pure foundational brand identity systems. Still a credible, senior, operator-level fit for a solo-founder early-stage engagement.

synthesis_quote: "Facilitated a verbal brand refresh, including positioning, messaging, and a new website" and "Created Brand Guidelines to ensure brand story and messaging alignment" — verbal identity and brand-guide work are directly in her wheelhouse.

evidence_snippets: Provided weekly brand strategy advisory to CMO and founders

evidence_snippets: Developed a Brand Positioning Framework for an investment boutique

evidence_snippets: Subindustries: Supplements, Health, Healthcare, CBD, Beauty

evidence_snippets: 'Lead brand repositioning, including a full website refresh'; 'Created Brand Guidelines'; 'Facilitated new brand positioning, messaging, and website refresh following a name change'; skills list includes 'New brand launch', 'Brand voice strategy', 'Directing brand book / guide'.


Joel Loncka

summary: Joel is a dedicated brand strategist whose entire career centers on foundational brand work — brand positioning, brand strategy, tone/voice, brand values, complete rebrands, and directing brand books/guides. He has repeatedly launched brands from scratch (Hotel Celare, Ascendion full rebrand from new name through launch, MADE Renovation) at agency-caliber firms (Superunion/Design Bridge). This is a strong match for a foundational brand identity engagement built around a brand guide and verbal identity framework. Main gaps: no direct supplement/mental wellness or DTC supplement experience (his consumer work is hotels, coffee, aviation, apps/ecommerce), and his stated $70/hr rate sits well below the role's ~$11k/month retainer band, though that is a soft preference here.

synthesis_quote: Brand strategist with repeated ground-up brand launches and brand-guide/verbal-identity ownership — squarely the foundational brand specialist this early-stage engagement needs.

evidence: 'New brand launch', 'Complete rebrand', 'creation and launch of the Ascendion brand ... creation of new name to ... launch'

evidence: 'Directing brand book / guide', 'Brand tone/voice', 'Brand values'

evidence: 'Director Brand Strategy' roles at Superunion/Design Bridge, Marriott Tribute, VMware, MADE Renovation

evidence: audiences: 'Consumers (B2C)'; subindustries include CPG, Beverage, Food, Healthcare

evidence_snippets: Skills: 'Brand strategy, Brand positioning, Brand tone/voice, Brand values, Complete rebrand, New brand launch, Directing brand book / guide'

evidence_snippets: 'lead the creation and launch of the Ascendion brand ... From creation of new name to the visualization and launch of the brand'

evidence_snippets: 'lead the brand strategy efforts for the VMware brand refresh across its brand portfolio'

evidence_snippets: 'Visual Brand management (not direct design)'

evidence_snippets: Tools: 'Powerpoint / Keynote', 'Survey tools (SurveyMonkey, Typeform, etc)'

evidence_snippets: preferred_hourly_pay_rate: $70/hr; location: Denver, Colorado, US; has_availability: true

evidence_snippets: 'New brand launch', 'Complete rebrand', 'Directing brand book / guide', 'Brand tone/voice'; 'creation and launch of the Ascendion brand ... from creation of new name to the visualization and launch'


Jorie Walsdorf

summary: Jorie is a senior brand and product marketer with repeated experience building brand identity from the ground up for early-stage companies, including developing a comprehensive brand book, personas, positioning, and messaging. She has strong verbal identity/messaging chops (product copy, communication hierarchy, brand book) and consistent solo/founder-facing engagements (fractional CMO at Loss, Red Antler working alongside founders). Health-tech exposure (Clover Health, Revival Health) is adjacent to the mental wellness supplement space, though she lacks direct supplement/DTC consumer brand proof. Her preferred rate ($100/hr) fits well within budget, but availability is currently flagged false.

synthesis_quote: Business growth lead for a portfolio of early-to-mid stage companies seeking brand identity development or reinvention... working alongside founders.

evidence: 'develop personas, positioning, and messaging'; 'crafted all new product copy'

evidence: 'fractional Chief Marketing Officer... developing the marketing function from the ground up'

evidence_snippets: Red Antler... Business growth lead for a portfolio of early-to-mid stage companies seeking brand identity development or reinvention... working alongside founders

evidence_snippets: Clover Health: 'oversaw the creation of a comprehensive brand book, ensuring that all marketing materials were consistent with the company's brand identity and messaging'

evidence_snippets: Breather: 'leading initial research and insights gathering to develop personas, positioning, and messaging'

evidence_snippets: Loris: 'fractional Chief Marketing Officer... developing the marketing function from the ground up... crafted all new product copy, designed the content strategy'

evidence_snippets: preferred_hourly_pay_rate: $100/hr; has_availability: false

evidence_snippets: Red Antler: 'brand identity development or reinvention... working alongside founders'; Clover Health: 'oversaw the creation of a comprehensive brand book'; Breather: 'develop personas, positioning, and messaging'

evidence_snippets: 'leading initial research and insights gathering to develop personas, positioning, and messaging'; 'crafted all new product copy, designed the content strategy'


Deirdre Moynihan

summary: Deirdre is a classified Brand Marketer with a deep, specialized brand-strategy skill set (brand positioning, brand values, brand tone/voice, new brand launch, complete rebrand, directing brand book/guide) and a strong CPG/wellness pedigree (Kellogg's Special K, Del Monte, certified Health Coach). This aligns squarely with BeWell Brands' need for foundational brand identity, a brand guide, and a verbal identity framework for an early-stage mental wellness supplement brand. Her core caveats: the profile leans on 'directing' brand books rather than hands-on building, recent engagements are short agency stints with thin outcome detail, and her stated $70/hr preference sits well below the retainer band (a soft factor). Overall a strong, on-lane brand specialist with mild uncertainty on hands-on execution depth.

synthesis_quote: A specialized brand strategist with genuine CPG/wellness brand-building pedigree — exactly the foundational brand lane BeWell needs, with only mild questions about hands-on delivery vs. direction.

evidence_snippets: Skills: 'Brand positioning, Brand strategy, Brand tone/voice, Brand values, New brand launch, Complete rebrand, Directing brand book / guide, Copywriting'

evidence_snippets: 'Senior Strategist - Wellness Brand & Product Innovation' (Kellogg's Special K, Del Monte)

evidence_snippets: Del Monte: 'developed brand architecture, and created a product brand platform that included product naming'

evidence_snippets: 'certified Health Coach from the Institute for Integrative Nutrition'

evidence_snippets: 'Visual Brand management (not direct design)' and 'Directing brand book / guide'

evidence_snippets: Skills: 'Brand positioning', 'Brand strategy', 'New brand launch', 'Complete rebrand', 'Directing brand book / guide', 'Brand tone/voice'; NetAid: 'development of a new identity featuring a name, tagline, logo, and messaging'