ForLater: Built from the Ground Up

ForLater helps people turn saved content into action—an app built for all the links, highlights, and ideas we collect but need a better way to use. When we started working together, the product existed—but the brand didn’t. No logo, no story, no positioning. Just a strong concept waiting to be sharpened. I led the full-stack foundation across brand and go-to-market. We started by defining the product’s core value and carving out its lane in the market. I helped the founder create an identity, clarify the value proposition, define the ICP, and shape the messaging strategy for how it would show up in the world. From there, I built the entire brand system—developing the voice, writing the narrative, and designing the logo and visual identity to reflect the product’s core promise: simple, clear, quietly powerful. I also outlined the funnel strategy, mapped key landing pages, and built the copy system to guide everything from site to onboarding. This was a ground-up build: brand, message, system, and launch—done fast, done right, and built to scale.