Brand Strategist & Digital Storyteller
Led the creation of a compelling brand identity grounded in narrative strategy, audience research, and digital storytelling. Developed a full brand proposal including the origin story, brand voice, messaging pillars, and competitive positioning. Crafted persona-driven content based on research into the travel and adventure journalism space. Incorporated targeted audience demographics and personas into the brand ethos to resonate with a global audience of women travelers.
The Challenge
KelleeSetGo needed a cohesive brand identity and content strategy to amplify its mission: empowering women through fearless travel. The challenge was to develop an integrated branding system, digital storytelling voice, and content marketing plan that would resonate across platforms and spark engagement, especially around the brand’s two cornerstone campaigns,# Walk Into My Dreams and # Take Your First Steps.
The Problem
Despite a compelling personal story and growing media presence, KelleeSetGo lacked a structured digital content strategy to convert audience interest into measurable impact. Without consistent brand messaging or audience segmentation, the brand risked losing visibility in a crowded market of travel influencers, especially among Black women travelers seeking representation, community, and educational resources.
The Process
I conducted a full content audit, market research, and competitor analysis to identify brand opportunities. I created audience personas and mapped the customer journey across awareness, engagement, and conversion stages. From there, I developed an end-to-end digital marketing plan—including SEO-driven blog content, social media themes, email funnels, and video scripts—tailored to the KSG brand voice. Each phase emphasized content repurposing, emotional storytelling, and data-backed performance metrics.
The Goal
To position KelleeSetGo as a bold, inspiring digital brand that not only shares travel experiences but builds a movement. The objective was to craft a strategic content and branding foundation that showcased Kellee Edwards as a thought leader and advocate, while driving measurable growth in audience engagement, brand visibility, and campaign conversions. Every touchpoint, from blog posts to video scripts, was designed to tell a cohesive story that converts curiosity into community.
Developed two flagship campaigns: #WalkIntoMyDreams and #TakeYourFirstSteps, anchored in storytelling, video strategy, and blog content.
Created a multi-platform content calendar and segmented email strategy tailored to five key audience personas.
Improved brand clarity through SEO keyword mapping, blog strategy, and brand messaging frameworks aligned with SMART goals.
Designed audience-specific content with repurposing strategies to expand reach across Instagram, YouTube, TikTok, and Facebook.
Established a replicable digital marketing workflow including analytics tracking, KPI reporting, and campaign refinement.
Key Takeaway:
Intentional, research-backed storytelling can transform a personal brand into a movement, one that connects emotionally and scales strategically.
