Room for 20+ brands to grow

At Candor, I joined an early team building healthcare software. As Creative Director, I oversaw creative direction and brand governance across product, marketing, and sales. With an expanding network of subsidiary brands, each new website needed a sensible starting point.

Building a repeatable foundation

I architected WordPress Multisite infrastructure supporting more than 20 subsidiary brands and websites. It gave the business a reusable approach to launching sites and maintaining their brands, with less need to treat each one as a completely separate production exercise.

The work reached beyond websites. I contributed to organic marketing and helped prepare product demonstrations for enterprise prospects and investors. Our organic efforts helped the company reach more than 1,000 active users without paid advertising.

An idea I kept using

This is where my thinking about Minimum Viable Brand began taking shape. A young business needs enough clarity and consistency to enter the market, plus a way to build on that foundation as it learns. I carried that thinking into later venture work. Candor was subsequently acquired by MyHealthily.