YOUR VOICE, TURNED UP TO 10
My signature offer, Founder Narrative Achitecture, is designed to help founders who have become bottlenecks to their own growth. My clients come to me at inflection points - often when preparing to make their first operations or marketing hire - when they want repeatable language that can be shared with a team and scaled across channels and touchpoints. Up until this point, the brand voice has been their voice — and as they prepare to hand over the reins, they’re ready to clarify their positioning and optimize for one specific audience.
The process kicks off with a structured intake interview informed by my years as a journalist. My job is to track how you tell your story - the words you use, the framing that earned you early buy-in and momentum - and translate it into core language and messaging pillars you can hand to a team or use as a springboard for your own ideation. I draw on sales psychology, narrative sequencing, copywriting best practices, and my intuitive understanding of people and markets to deliver a strategic positioning brief that captures your vision and puts it into words your audience can understand.
From there, I implement the strategy across two high-leverage narrative assets of your choice (home page copy, social media bios, founder bio, sales deck, values statement, or media one-pager) and leave you with an implementation walkthrough to ensure you can keep building on the infrastructure we’ve created — with an option to transition into my quarterly advisory container, Architect-at-Large. You’ll leave with a clearer understanding of your own contributions, the foundations of a scalable narrative brand, and one less item on your to-do list — once you find the next you, that is.
“Embry is an absolute accelerator for any founder looking to scale their impact. Her approach enabled me to reflect in new ways and grow in my understanding of how to market my vision. Embry captured my passion and voice, transforming it into a structured, aligned, and generative strategy. A total win! End to end, her process left me feeling relieved, inspired, and… dare I say it… ahead of the game.”
— Dr. Francesca Tuazon, Science&CASE STUDY: SCIENCE&
Not every founder wants to be the face of their brand — some are here to start a movement that lives beyond them. Such was the case for Science&, a 501(c)(3) nonprofit offering leadership development and professional training workshops to scientists. I worked with founder Francesca Tuazon, PhD to bridge the gap between the heart-centered mission that drives her work and the language that translates her powerful story and in-the-room charisma into a repeatable marketing system.
The “Before” vs. the “After”
Science& speaks to mid-career professionals who feel like outsiders in the science industry — an experience Francesca knows all too well, because she lived it. As she’s advanced her own career and grown her confidence, she naturally speaks in the register of someone with the capacity to access feelings like joy and belonging — intangibles that don’t always hit for an audience still drowning in burnout, imposter syndrome, and isolation. We made a few tweaks to help her audience better see themselves in her offers while positioning Science& as the bridge to a better future.
Hit the Beats, Skip the Buzzwords
Despite leading the charge in inviting diverse ways of thinking, Francesca was skeptical of hiding behind industry buzzwords like “innovation” and “authenticity.” We drew up language that better contextualized her perspective on systemic change - attack the cause, invite new outcomes - and put her observations and lived experience at the center, allowing her allies to buy in at the level of identity.
Nonprofit, Non-Problem
Science& is a registered nonprofit, but it sits in a competitive landscape alongside for-profit professional development services. Therefore, framing the value entirely in terms of the mission - and relying solely on the goodwill of like-minded donors - would put the organization at a competitive disadvantage. Francesca and I worked together to identify differentiators and business outcomes that speak to decision-makers and strengthen the case for the underlying passion that drives her work.
Where Professionalism Meets Play
One of Science&’s differentiators is its unique arts-based approach that translates skills from the visual, written, and performance arts into the practical needs of scientists. Given that, we wanted to bring a spirit of play and wonder forward in how we approached her content and marketing. We identified ownable language that balanced Francesca’s warm, jovial delivery with the professionalism and empathy that has helped her succeed — and set a tonal North Star for all future communications.
READY TO BUILD OUT YOUR OWN LANGUAGE SYSTEM?