Honest guidance for brands built from the heart.

Brand clarity, storytelling, and direction for founder-led overland and outdoor companies, craft food & beverage makers, and mission-driven nonprofits when growth becomes harder than it should be.

You didn’t build your brand to become another polished, corporate clone. You built it because you gave a damn; about the craft, the community, and the culture.

I help founder-led brands grow without compromising who they are. Together, we cut through the noise, sharpen your story, and build something people feel in their bones.

What I Do for Founders

I help founders get clear on who they are, what they’re building, and how to move forward without losing themselves in the process. When things feel muddy, scattered, or overwhelming, I make it simpler to see what matters and what doesn’t.

Clarifying your brand’s center

Identifying what’s working and what’s quietly holding you back
Building direction for what comes next
Making communication make sense across the brand

Clarity gives us the compass. Then we build the story, the strategy, and the presence that makes your brand impossible to ignore.

Coastal cliffs with waves crashing onto a sandy beach, overlooking the ocean under a partly cloudy sky.

The Work

Brand Clarity & Storytelling

Say the thing only you can say, and say it clearly.
Your story already exists. You’ve lived it. I help you articulate it in a way people can feel across your site, long-form writing, and social, wherever your brand speaks.
This work often shows up as clarifying your brand or website copy, shaping long-form editorial, refining your voice across social, or helping you tell your founder story in a way that builds real connection. When writing becomes the bottleneck, I can step in to help move things forward.
Clear, honest storytelling builds trust. Trust is what keeps people around.
Trail-Built Growth Strategy

A clear, grounded path for founder-led brands.
Most founders don’t need more ideas. They need clarity. The kind that brings a brand back to center and points it toward the right terrain.
This work focuses on sharpening your identity and message, understanding your audience through real culture, and refining your positioning so it is unmistakably yours. We look at your content, community, and decisions to establish a direction that feels honest, simple, and actionable.
With a clear center and a grounded direction, growth stops feeling chaotic and starts feeling intentional.
Immersive Brand Experiences

Create moments people feel and remember.
Your brand is more than a booth or an activation. It is how people experience you. This work shapes moments that feel honest and unmistakably you.
This work often shows up in how your brand appears at events, the concepts behind activations, pop-ups, and field demos, and ensuring each touchpoint carries your story. The goal is to create experiences people remember for the right reasons.
In the end, you walk away with a presence that builds trust and reminds people why your brand matters.

Let's Talk

The Path Ahead

I’ve spent the last 15 years inside the overland and outdoor world — building events and community, shaping stories, and working shoulder-to-shoulder with founders. I’ve seen what works, what feels lived-in, and what quietly drifts off course.

Most founder-led brands don’t need a louder megaphone. They need a clearer center.

While overland and outdoor culture shaped my roots, I also work with craft food & beverage makers and mission-driven nonprofits — any founder-led brand built around real craft and real community.

I help founders articulate who they are, what they stand for, and where they’re heading — then build a story and direction that actually fits the way they’re built. It’s not about polish. It’s about truth, craft, and connection that lasts.

Let's Talk

Anthony Sicola, Founder, Feral Soul Collective

I’ve spent my life in motion, following surf breaks, backcountry trails, and long stretches of highway. Those paths took me through North America, across Europe, the UK, and India, and deep into outdoor and overland culture long before it became an industry. Living on the road taught me how to read people, trust my gut, and keep going when the path disappeared.

That lived experience eventually pulled me into community and nonprofit work, where I learned what real impact looks like and earned a master’s degree in nonprofit leadership. From there, I moved into tech-for-good and later back into the overland world, where I spent more than a decade building stories, content, and community alongside independent brand builders, and founding a nonprofit focused on giving back to the places and people that shape this culture.

Through all of it, I kept meeting the same kind of person: someone who cares deeply about their craft, their team, and the community that shaped them. I started Feral Soul Collective for people like that. Today, I work with founder-led outdoor and overland companies, craft food and beverage makers, and mission-driven nonprofits to bring clarity, shape direction, and help brands grow without losing the soul that made them worth building.