Planwell Client Story
A brand strategy and content partnership to support Planwell’s growth through clear messaging, consistent content, and a more human approach to B2B marketing.
The origin story
Alex is the founder of Planwell, a marketing agency reimagining event support for B2B brands. After managing marketing herself for the first couple years, she reached a point where she needed support to take things to the next level.
Her personal brand had grown a strong following, but the business brand wasn’t seeing the same momentum. At the same time, marketing was becoming harder to juggle alongside leadership responsibilities and client work.
Alex was looking for a partner who could set a clearer direction and take ownership of creating consistent content to grow both the brand and her founder presence.
01. Brand messaging and content strategy
Alex had strong instincts about what Planwell stood for and the kind of work they wanted to be known for, but those ideas weren’t fully articulated yet — especially across content.
I reviewed existing posts and led a workshop with Alex to look for patterns: what was landing, what felt natural, and where Planwell’s perspective showed up most clearly. From there, we shaped a more obvious through-line with brand messaging and content pillars for both the business and Alex’s personal brand.
With that clarity in place, it became much easier to express the nuances between the Planwell voice and Alex’s voice — and how they work together without sounding the same.
Alex, co-founder of planwell
Working with Bryn made it possible for me to truly take marketing off my plate and trust that it was being handled well. Our visibility and audience have grown significantly, and we’ve built real momentum — including launching new services, stronger brand recognition, and growing our paid community to 100+ members. Just as importantly, the marketing feels like us. It’s human, thoughtful, and reflective of how we actually work.
“Bryn has been a true partner — not just someone who executes, but someone I trust to help shape the brand as we grow.”
03: Community branding and launch marketing
As the brand grew, Alex wanted to launch a community for B2B event marketers: Planwell Collective.
I supported the launch by shaping the messaging, designing the visual identity, and creating launch content. The goal was to make it feel like a natural extension of the Planwell brand — while still standing out clearly in the feed.
Within the first six months, the community grew to over 100 members and became an important part of Planwell’s ecosystem. It supported member retention, strengthened relationships, and reinforced what the brand already stood for: caring about the people doing the work, not just the outcomes.
What we built: An ongoing partnership to support brand growth
As visibility increased and the team grew, we made sure the brand kept pace. I helped update core brand materials — writing, designing, and developing a new website and sales deck — so everything reflected the day-to-day reality of the business.
Today, the brand has two people shaping it, not one. Alex has a partner who doesn't need to be briefed on every decision or reminded of what the business stands for. Someone who holds the strategy with the same care she would, creates content that sounds like the brand, and keeps things progressing — not by adding to Alex's plate, but by lightening it. Planwell still reflects her vision. She's just not building it alone anymore.
02. Social media visibility and growth
From there, I took ownership of monthly content planning and writing for both Planwell and Alex.
Alex no longer had to decide what to say, write the content, or worry about whether things were aligned. She could stay focused on running the business, knowing marketing was fully off her plate.
Both Planwell’s and Alex’s LinkedIn presence grew significantly over time, including a post that reached over 46,000 impressions. More importantly, people started recognizing the brand — not just the name, but the voice. We regularly heard that people loved following the content, felt like they saw Planwell everywhere, and got a real sense of what it would be like to work there.
In a B2B space that can feel cold or transactional, their content feels human — grounded in real experiences and real people.