Your story is the strategy.
Build your arc.
When founders build their arc.
"We've worked with many marketers, but no one helped us tell our story like Michelle. Our origin story reel finally felt like us, and performed 10x better than usual. More importantly, our customers truly understood who we are. Michelle didn't just write our story; she taught us the framework to tell it, and use it to grow."
Chantal Simone Choo
Founder, Artsy Bugsy
"Working with Michelle and her team was a game-changer. They truly listened, capturing our voice so it felt like they were speaking for us, not about us. Our sales tripled, we landed a major retail deal, and every piece of content felt authentic and alive. True partners in every sense."
J & Jacelyn Tan
Founders, Jammy's
"Working with Michelle and her team has been incredible. They truly understood Eltwine, our story, our design philosophy, our customers, and helped us tell it with honesty and style. From content to strategy, they've been with us every step, bringing our brand to life. It feels like they're part of our team, not just a creative agency."
Wenqi
Founder, Eltwine
Ever feel like you're doing "content"…
but not building anything?
I've been there. More than once.
“I'm posting, but nothing's building.”
Six months of content. Same engagement. Same reach. You're consistent, but consistency alone isn't doing what they promised.
“I sound like everyone else in my space.”
You open the app, see three people saying what you were going to say, and close it. Your ideas are good, but they come out sounding like templates.
“My competitors just… look more legit.”
Same expertise. Sometimes less. But their content tells a clearer story and you can't figure out what they're doing that you're not.
“Views, but no trust. Likes, but no leads.”
The algorithm gives you a hit sometimes. But nobody DMs. Nobody books. The numbers move but the business doesn't.
“I can barely keep up with how much I'm supposed to post.”
Three Reels a week. Daily Stories. Weekly carousels. You're on the content treadmill and it's exhausting. But the founders you admire aren't posting more than you. They're just making every post count.
“None of the advice is built for my business.”
The playbooks are written for influencers or e-comm brands. You're selling something more complex and nothing off the shelf fits.
I've spent 10+ years building businesses and leading growth across 100+ brands. The Story ARC™ framework is what I built from everything I learned.
Find out if your content is building trust, or just getting attention.
Take the ARC Score™Work with me
For founders who know content matters but can't get it right on their own. I help you build a content system with your voice, your offer, your brand. You own everything we create.
Book a ConsultationLooking for team training? Learn about corporate workshops
FAQ
How I work
Founders, CEOs, and operators building something real, who want their brand to be remembered, not just seen.
If you're looking for hype, hacks, or "viral tricks," I'm not your person. If you want a system, and you're willing to execute, we'll work well together.
Expectations & pricing
Execution. This only works if we're partners. I bring the strategy, you bring the follow-through. Think of me as a strategist with high standards: we build something you can actually sustain.
Yes, by request. Book a consultation and we'll talk through what you need.