The Story

Bull & Stash was a small Eugene, Oregon startup making beautifully crafted leather notebooks — rugged, adventurous, and premium without trying too hard. When I joined, they were still figuring out who their audience really was, what made them stand out, and how to communicate that in a way that didn’t feel generic. I helped them get clearer on their identity and find a position in a market full of bigger names like Moleskine, Herschel, and Atlas.

What I Made

Most of what I created was exploratory and hands-on. I researched customer behavior, dug into competitor brands, and helped pinpoint where Bull & Stash actually fit in the landscape. I built a branding strategy presentation — including a brand positioning document — that compared Bull & Stash to the major players and identified an opportunity to lean into their strengths: durability, craftsmanship, and that hipster meets urban explorer personality that made the notebooks feel both premium and lived-in.

I also created photo content that matched the updated brand messaging I helped shape — visuals that leaned into the notebook’s rugged, creative, handcrafted personality. Along the way, I helped with Instagram management and posting so the feed felt more aligned with the refreshed brand direction.

Retail Outreach
I met with local store owners around Eugene and pitched the product and brand story to get Bull & Stash notebooks on shelves. It was very boots-on-the-ground: walking into shops, starting conversations, and highlighting what made the notebooks stand out.

How I Approached It

My goal was to help the founder identify what made the brand truly special. The messaging at the time was generic (“your last notebook ever”), so I pushed us toward a more emotional and identity-driven approach — enabling creativity, inspiring adventure, and tapping into the personal connection people have with well-made tools.

I used research, customer insights, and lifestyle trends to shape a clearer direction. From there, we explored new taglines, refined brand personality traits, brainstormed influencer angles, and looked at ways to express the leather’s craftsmanship and the product’s long-term value.

Results / Impact

• Helped refine and clarify Bull & Stash’s brand voice

• Identified positioning opportunities in a crowded, competitive market

• Strengthened storytelling to feel more premium and intentional

• Produced lifestyle content that better matched the brand’s identity

• Opened conversations with local retailers and increased product visibility

Skills Demonstrated

• Brand identity exploration

• Audience + competitor research

• Messaging & storytelling

• Product photography

• Retail outreach + pitching