Aardvark

Aardvark is a fractional CFO group created to help small business owners gain financial clarity, strengthen operations, and grow more strategically.

Work

As a co-founder, I helped shape the firm’s brand identity, narrative positioning, and marketing approach—developing a story-driven platform that positions the company as a trusted strategic partner for founders.

Brand Direction
Directed the brand identity development, managing the design process with an external studio and guiding visual and messaging decisions through launch.

Narrative Platform
Shaped the firm’s narrative positioning and voice, translating complex financial strategy into clear, founder-focused language.

Developed Stories of Small Business, a storytelling initiative designed to elevate founder experiences and build community around entrepreneurship.

Content Strategy
Implemented content-driven marketing initiatives to strengthen brand credibility and attract aligned clients. Led development of the firm’s website and brand launch, integrating messaging, design, and content strategy.

Outcome

The storytelling platform generated 70+ founder story submissions and helped establish Aardvark as a trusted advisor to growth-minded small business owners. The brand and narrative foundation also supported the firm’s early marketing efforts and contributed to the acquisition of its first cohort of retained clients.