Strategic Identity & Platform Design
for a Founder-Turned-Cultural Curator
The Challenge
S01
Ela was known - founder, writer, investor, speaker. With degrees, businesses, and crypto-world clout, her track record was strong. But her voice was scattered, buried in old interviews and outdated projects. She wasn’t after another chapter. She wanted presence. She had the name “Nonconventional” in mind - but didn’t fully own it. Yet.
The Approach
S02
I worked with Ela through an extended identity engagement - beginning with a focused sprint, then evolving over two years of deep creative collaboration. This wasn’t brand strategy. It was self-creation.
We began by building a personal identity system - an origin narrative grounded in philosophy, pain, and self-permission. From that foundation, we shaped the Nonconventional platform: a manifesto for those living off-script, a podcast for pattern-breakers, and a persona that positioned her as a cultural synthesiser - not just a storyteller.
I designed the systems behind her presence: interview frameworks, guest prep rituals, and a micro-content ecosystem designed for meaning, not metrics. Her phrase - “The spiritual nakedness begins” - wasn’t a line. It was a turning point. It became the root of everything that followed.
The Insight
S03
For high-achieving individuals, the challenge isn’t building credibility - it’s reorganising it. When your identity evolves faster than your platform, silence isn’t humility - it’s lost opportunity. Ela didn’t need more achievements. She needed a vessel for the ones that mattered now.
THE
OUTCOMES
Deliverables and External Results
Built the Nonconventional brand from scratch - identity, narrative, and platform, including systems for guest prep, content production, and episodic frameworks
Developed Ela’s public persona as podcast host, curator, and cultural voice
Designed and launched 2 podcast seasons with 30+ highly influential guests
Co-created a spin-off interview series with Buddhist teacher Ringu Tulku
Helped found a niche media agency for crypto innovators and validators
Internal Shifts Behind the Scenes
Reclaimed a coherent public voice that matched her lived experience
Developed the confidence to lead with presence, not just with ideas
Sustained creative energy across evolving formats and roles
Moved from behind-the-scenes credibility to visible leadership - on her terms
Gained the confidence to deliver keynotes and build a curated, values-led global community
