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In 2026, Wildsong set out to define a unified brand platform for its 120-acre regenerative farm and health leadership center in the Catskills. As lead brand researcher and strategist, I conducted ethnographic immersion on the land and facilitated deep co-creation workshops with co-founders and key stakeholders. Together, we uncovered a groundbreaking positioning framework rooted in "Dream in Reality," a seamless union of Studio Ghibli enchantment and grounded agricultural reality. This insight informed the comprehensive Wildsong Brand Strategy Playbook, establishing narrative themes (anchored by "The Pawpaw Principle" and "Sovereign Kinship") that bridged regenerative food forests with a purpose-built Health Leadership Center dedicated to human and veterinary medical doctors.
This strategic foundation directly guided the creative and technical brief for design agency Human NYC, shaping the central digital portal and a multi-channel narrative architecture. By mapping the ecosystem across digital, editorial (Hymns from Wildsong Substack), institutional (CME-accredited retreat pitch materials), and tactile touchpoints (Itadakimasu Ducks and regional fruit subscriptions), the platform established Wildsong as an unhurried, anti-clinical refuge—restoring clinical joy, leadership capacity, and nervous system co-regulation for health leaders living in right relationship with the natural world.
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Highlights:
Led ethnographic land research and founder alignment sessions to build the Wildsong Brand Strategy Playbook
Established the brand framework and Narrative Storytelling Themes integrating regenerative agriculture and healthcare leadership
Designed the website messaging architecture and creative brief for Human NYC to build the digital front door on Sanity CMS
Developed a sovereign, CME-aligned retreat positioning model to restore nervous system regulation for human and veterinary doctors
Wildsong Co-Founders + Stewards: Jaime & Bing Cheah
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Images courtesy of Wildsong and The New York Times.