Portfolio: Birdsall.ai
Case studies in brand strategy, AI product design, and creative direction for founders and growth-stage companies.
DOXA: Dream Team AI
Challenge: DOXA needed to reposition itself as an AI-enabled staffing partner while generating qualified leads. Outcome: Delivered a fully AI-built lead generation experience that reinforced DOXA's AI positioning while demonstrating the practical use of AI in product development.
Maui Brewing Co.: Pineapple Mana Launch
Challenge: Support the launch of Maui Brewing Co.'s new Pineapple Mana beer with a cohesive campaign. Outcome: Delivered an integrated creative campaign with a consistent brand experience across every customer touchpoint.
DOXA: 2000 Questions to Spark Connection
Challenge: DOXA wanted a resource to help clients build stronger team connections. Outcome: Created a signature thought leadership asset that elevated DOXA's brand beyond staffing.
DateBox Club: Founder & Chief Creative Officer
Challenge: Create a subscription brand inspiring couples to prioritize meaningful time together. Outcome: Grew the business from five founding subscribers to more than 6,000 monthly subscribers before a successful acquisition.
OrangeTheory Fitness: Mobile App Campaign
Challenge: Increase awareness and adoption of OrangeTheory's mobile fitness app. Outcome: Created a cohesive digital campaign that increased app visibility while supporting membership growth.
DOXA: Franchise Marketing Platform
Challenge: Scale franchise marketing without increasing internal headcount. Outcome: Delivered a scalable franchise marketing platform combining brand systems with AI-powered campaign generation.
DOXA: EA Ready Assessment
Challenge: Build a consultative lead generation experience for prospects unsure about hiring an Executive Assistant. Outcome: Delivered an AI-powered lead magnet that generated highly qualified leads.
HyperGo: Digital Growth
Challenge: Build a stronger, more consistent digital presence across web, Amazon, and social. Outcome: Delivered a cohesive digital ecosystem elevating the HyperGo brand across every channel.
DOXA: Multi-Channel Content Strategy
Challenge: Engage multiple audiences across countries, languages, and stages of the customer journey. Outcome: Grew DOXA's LinkedIn community from 30,000 to more than 95,000 followers over three years.
Case Study Details
DOXA: Dream Team AI
AI Strategy • AI Experience • Prompt Engineering • UX Design • Lead Generation
Challenge: DOXA needed to reposition itself as an AI-enabled staffing partner while generating qualified leads. The goal was to help prospects visualize what an AI-skilled offshore team could look like for their business.
Approach: Designed and built the entire experience in Claude, from concept and UX through interface design, content, and functionality. Created an interactive lead magnet that guided visitors through selecting a role, identifying required skills, and generating a tailored AI-enabled talent profile. Included downloadable skills kits, conversion-focused landing pages, and an integrated lead capture funnel that connected qualified prospects directly with the sales team.
Outcome: Delivered a fully AI-built lead generation experience that reinforced DOXA’s AI positioning while demonstrating the practical use of AI in product development. The tool educated prospective clients on AI-enabled talent and generated qualified discovery calls through a guided, self-service experience.
Maui Brewing Co.: Pineapple Mana Launch
Campaign Creative • Digital Design • Social Media • E-commerce
Challenge: Support the launch of Maui Brewing Co.’s new Pineapple Mana beer with a cohesive campaign that built excitement and delivered a consistent brand experience across digital channels.
Approach: Developed campaign creative for the product launch across web, social media, digital advertising, and e-commerce. Extended the Pineapple Mana identity through promotional graphics, merchandise concepts, and channel-specific assets while maintaining a unified visual campaign.
Outcome: Delivered an integrated creative campaign that introduced Pineapple Mana with a consistent brand experience across every customer touchpoint, helping the product stand out online while supporting awareness, engagement, and retail promotion.
DOXA: 2000 Questions to Spark Connection
Thought Leadership • Lead Magnet • Book Design • Remote Culture
Challenge: Remote teams often struggle to build genuine relationships. DOXA wanted a resource that would help clients create stronger team connections while reinforcing its position as a leader in remote culture and distributed work.
Approach: Conceptualized and designed a premium hardcover book featuring 2,000 conversation starters to help teams build trust and engagement. Expanded the experience with five companion connection games, creating a complete toolkit that founders could use on stage, sales teams could share with clients, and prospects could download as a lead magnet.
Outcome: Created a signature thought leadership asset that elevated DOXA’s brand beyond staffing. The book became a memorable client touchpoint, a valuable sales leave-behind, and a practical resource for helping remote teams foster stronger relationships and more engaging meetings.
DateBox Club: Founder & Chief Creative Officer
Brand Strategy • Product Design • E-commerce • Subscription Business • Consumer Products
Challenge: Create a subscription brand that inspired couples to prioritize meaningful time together while building a scalable direct-to-consumer business in a highly competitive subscription market.
Approach: Founded and creatively led DateBox Club from concept to successful exit. Developed the brand strategy, identity, subscription experience, website, custom products, packaging, and marketing campaigns. Oversaw product design and manufacturing, expanded into Amazon and Etsy, and built the operational systems required to scale fulfillment through a third-party logistics partner.
Outcome: Grew the business from five founding subscribers to more than 6,000 monthly subscribers before a successful acquisition. Built a nationally recognized subscription brand with a loyal customer base, multiple sales channels, and a scalable operating model.
OrangeTheory Fitness: Mobile App Campaign
Campaign Strategy • Digital Marketing • Landing Page • Lead Generation
Challenge: OrangeTheory Fitness wanted to increase awareness and adoption of its mobile fitness app while driving new membership signups. The campaign needed to connect the convenience of at-home workouts with the energy, accountability, and results of the OrangeTheory experience.
Approach: Developed the campaign concept, messaging, creative direction, and digital experience. Designed a conversion-focused landing page that positioned the mobile app as an extension of the studio experience, combining a compelling offer, engaging visuals, and a streamlined signup flow to maximize conversions.
Outcome: Created a cohesive digital campaign that increased visibility for the mobile app while supporting membership growth. The work demonstrated how strategic messaging, creative direction, and conversion-focused design come together to drive customer action.
DOXA: Franchise Marketing Platform
Franchise Strategy • AI Systems • Marketing Operations • Brand Experience
Challenge: As DOXA expanded its franchise network, the marketing team needed a scalable system to launch, support, and grow each franchise location without increasing internal headcount. Every franchisee needed localized marketing while maintaining a consistent national brand.
Approach: Designed the end-to-end franchise marketing strategy and operating system. Created branded identity packages, localized microsites, Google Business Profiles, LinkedIn marketing assets, launch campaigns, onboarding materials, training guides, and a centralized marketing hub containing hundreds of customizable resources.
Built the DOXA Campaign Builder entirely in Claude, training it on DOXA’s brand voice, service offerings, industry verticals, marketing assets, and franchise locations. The platform generated fully customized local and national email campaigns for each franchisee, dramatically reducing campaign development time while maintaining brand consistency.
Supported the rollout with franchise onboarding, marketing documentation, and creative direction for DOXA’s inaugural FRANcon conference in Manila.
Outcome: Delivered a scalable franchise marketing platform that combined brand systems with AI-powered campaign generation. The solution enabled the existing marketing team to support a growing franchise network, accelerated new franchise launches, and gave every owner access to personalized, ready-to-deploy marketing campaigns without increasing operational overhead.
DOXA: EA Ready Assessment
AI Product Design • Lead Generation • Interactive Experience • UX Strategy
Challenge: Many business owners know they’re overwhelmed but aren’t sure whether they’re ready to hire an Executive Assistant or what they should delegate. DOXA needed a consultative lead generation experience that educated prospects while qualifying them for a discovery call.
Approach: Designed and built the entire assessment in Claude, from concept and user flow to interface, scoring logic, and personalized recommendations. Created a three-step interactive experience that evaluated a prospect’s delegation readiness, generated a customized readiness score, and identified the specific tasks a DOXA Executive Assistant could take off their plate from day one. Integrated the assessment into a conversion-focused lead funnel that positioned DOXA as a trusted advisor rather than a staffing vendor.
Outcome: Delivered an AI-powered lead magnet that educated prospects, personalized the buying experience, and generated highly qualified leads. The assessment helped shift sales conversations from "Do I need an EA?" to "When can I get started?" while reinforcing DOXA’s consultative approach to outsourcing.
HyperGo: Digital Growth
Website Design • E-commerce • Amazon • Social Media
Challenge: HyperGo needed a stronger digital presence that better reflected its brand and supported growth across multiple sales channels. The experience needed to feel consistent whether customers discovered the brand through its website, Amazon storefront, or social media.
Approach: Redesigned the website, refreshed the Amazon storefront, and developed social media creative that unified the customer experience across every digital touchpoint. Focused on improving visual consistency, strengthening product storytelling, and creating a more engaging online presence.
Outcome: Delivered a cohesive digital ecosystem that elevated the HyperGo brand across web, Amazon, and social channels, creating a stronger customer experience and a more polished foundation for ongoing marketing and e-commerce growth.
DOXA: Multi-Channel Content Strategy
Content Strategy • Social Media • AI Content Creation • Audience Segmentation
Challenge: DOXA needed a content strategy that could engage multiple audiences across different countries, languages, and stages of the customer journey. The challenge was to serve job seekers, prospective clients, existing clients, and internal talent without diluting the brand or overwhelming the marketing team.
Approach: Developed a scalable, multi-channel content strategy built around audience segmentation and consistent storytelling. Created an editorial framework and content calendar spanning LinkedIn, Instagram, Facebook, TikTok, Pinterest, and YouTube, with tailored messaging for each audience and platform. Shifted LinkedIn from a traditional blog-driven presence to high-performing carousel content and educational campaigns designed to increase organic reach and engagement.
Integrated AI throughout the creative process by leveraging trending formats and emerging tools including HeyGen, Canva AI, and Adobe Firefly to rapidly produce engaging campaigns, personalized content, and innovative visual storytelling while maintaining a consistent brand voice.
Outcome: Grew DOXA’s LinkedIn community from 30,000 to more than 95,000 followers over three years while significantly increasing organic engagement. The strategy consistently generated thousands of organic clicks per campaign, strengthened brand awareness across multiple markets, and established a scalable content engine that supported recruiting, sales, and thought leadership.
