project 01
Awae
The moment.
A founder with a strong, proven service offering came to CLS ready to grow.
Bookings were coming in, but her marketing wasn’t moving the needle. She was investing consistently, but the results didn’t reflect the strength of what she’d built.
The decision.
We evaluated her marketing together and identified the real issue:
She was telling the same story as competitors with weaker services. Her differentiation was completely invisible. Instead of changing channels or increasing spend, we focused on clarifying what actually set her apart and rebuilding the story around that truth.
The Shift.
The budget didn’t change. The message did.
Her marketing started amplifying what made her different instead of blending in and new bookings followed.
“
I’ve already gained back my investment in full from new bookings that came from the marketing design and methods she recommended.
project 02
Field Nation
The moment.
Field Nation came to CLS at a critical moment.
A major product launch was approaching, and their product marketing leader was out on leave. The launch couldn’t wait and the story had to be right.
The decision.
We stepped in quickly, built the launch framework from the ground up, and aligned the team on a clear strategy.
Instead of rushing execution, we created structure first, defining the narrative, the rollout, and what each team was responsible for delivering.
The Shift.
What could have been chaotic became coordinated.
The team moved with clarity and confidence and hit adoption targets within the first 60 days.
“
We needed someone who could step in quickly, get up to speed fast, and lead a critical launch without missing a beat. CLS did exactly that.
project 03
Established Mid-Market B2B Marketplace
The moment.
A category-leading B2B marketplace had a strong product, a recognized brand, and a loyal customer base.
But leadership could feel the ceiling. The larger, more sophisticated buyers they wanted weren’t responding.
The decision.
We uncovered the real constraint:
The marketplace identity that had driven early success was now limiting how the product was perceived. Together, we made the hard call to let go of that identity and commit to a fundamentally different story, one that reflected what the product actually does today.
The Shift.
For the first time, leadership aligned around a single, clear direction.
The story is now testing strongly and is preparing to launch, with conviction, clarity, and internal alignment that didn’t exist before.
project 04
Early-Stage AI Platform
The moment.
An early-stage AI platform in a highly regulated industry had a technically sophisticated, differentiated product but the story wasn’t landing.
The website and messaging were dense, technical, and written for insiders. The value wasn’t visible.
The decision.
We worked with the leadership team to:
Rebuild the foundation from the ground up, defining positioning, category, and a value proposition centred on outcomes rather than architecture. Messaging was tailored across every audience that needed to understand and sell the story.
The Shift.
Clarity replaced complexity.
What typically takes months of internal debate was resolved quickly through strong decisions and a clear point of view. The story resonated immediately, so much so that it went straight to the board, who began referring portfolio clients almost right away.
The product didn’t change. The story did.
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Notes on growth, decisions, and the stories behind them.