CASE STUDYNovo Mere
Launching a brand for mothers before the doors ever opened.
ROLEChief Marketing Officer
YEAR2026
The story.
Novo Mere is a wellness and community destination for mothers on Chicago’s North Shore, built around a simple insight: mothers want to care for themselves, but childcare stands in the way. As Chief Marketing Officer, I took the brand from an idea to a living presence in the Libertyville community.
LOCATIONLibertyville, IL
SCOPENaming, brand identity, print, digital, event
The challenge.
Launch a brand for a physical space that didn’t exist yet. We needed to build trust, an audience, and real relationships with local mothers long before our flagship location opened. So rather than wait for a building, we brought Novo Mere to where mothers already were.
THE RESULTS • JAN-OCT 2026From zero to a community.
Before launch, Novo Mere had no audience, no list, and no website traffic. By midsummer, the site was drawing nearly 3,000 visits a month.
SOCIAL257k
Views across Instagram and Facebook
58k
Accounts reached
WEBSITE5.6k
Site visits from 4.5K unique visitors
8.9k
Pageviews, averaging nearly 2 minutes per page
EMAIL & PRINT1,100+
New followers on Instagram and Facebook
1,385
Link clicks from social to the site
9.2k
Instagram profile visits, with 4K+ content interactions
179
Sign-ups for the founding community and newsletter
200+
Email subscribers
2.5%
Email conversion rate, the highest of any channel
3.5x
Revenue per visit from email vs. direct traffic
64
Page editorial magazine, designed, written, and printed
02 / BRAND IDENTITY & DIGITALA name, a look, a voice
novo: to make new. mere: mother.
I named the brand, then designed its complete identity and wrote the brand guidelines that defined its logo, typography, color, and a warm, editorial voice built on short, unhurried sentences. I carried that system across every touchpoint: I built and managed novomere.com, wrote weekly email campaigns, and produced our Instagram and Facebook content, growing an engaged local audience from our June launch.
04 / EVENTSLe Moment de Mères at Elawa Farm
I marketed our first retreat for mothers, a day of expert talks and a farm-to-table lunch that gave the community its first real taste of the Novo Mere experience. We partnered with local influencers to help spread the word about the business, and utilized influencer attendance and social media giveaways to gain traction locally.
01 / PRINTThe Novo Mere Summer Journal
I designed, wrote, and printed a 64-page editorial magazine with contributions from experts across wellness, health, and motherhood, including the CEO of Branch Basics. The journal served as both a brand statement and a free download that grew our email list.
03 / COMMUNITYThe Libertyville farmers market
Each week we served Le Bol and Le Petit Box, gluten-free and peanut-free meals for mothers and their children. I handled the branding, product labeling, hand painted signage, point-of-sale setup, and weekly promotion, turning a market stall into a face-to-face introduction to the brand. We also had some great freebies: beautiful postcards and a ‘send a letter to your mother’ initiative, free coloring station for kids, as well as giving away the Summer Journal.
Tools.
Squarespace · Toast POS · Instagram · Facebook · Adobe Creative Suite
Let’s talk!
Whether you’re hiring for a marketing or brand role, or you have a project in mind, I’d love to hear from you.
Full-time: marketing, brand, and creative leadership
Freelance: brand identity, print and editorial design