Ivana
Dzamic
Mladenovic

To Her Own Stage

Co-founder & Chairwoman · CEO, AI Education Startup · Name withheld at client's request

She had co-built one of the most respected companies in her industry. She was also running a fast-growing AI education startup as CEO. By any measure she was doing extraordinary things. But the outside world barely knew she existed.

When people talked about the company, they talked about her husband. When press covered the business, she was a footnote. She had built something remarkable and was almost entirely invisible doing it. She wasn't just being overlooked. She was being defined by someone else's story.

This wasn't a content problem. It wasn't a LinkedIn problem. It was an identity problem.

Through deep coaching sessions drawing on psychology and certified life coaching practice, we surfaced her values, her story and her genuine point of view. Things she had never been asked to put into words before. From there we built a personal brand that could stand completely on its own — rooted in female empowerment, authentic leadership and her unique experience navigating the co-founder dynamic as a woman in a space that wasn't always built for her.

The work included brand identity and positioning, voice and messaging, public speaking coaching, a personal website, workshop design and launch, content strategy, visual direction and deliberate community building connecting her with high-calibre women who reflected and amplified who she was becoming.

She started receiving invitations to speak at conferences without her husband. On her own name. For her own ideas. She was recognised as a TOP 7 finalist in 2022 for one of Italy's most prestigious awards for women in innovation and entrepreneurship.

She stopped being the person standing slightly to the side of the story. She became the person telling it.

Building a Brand Voice From the Ground Up

Bellabeat · Femtech Brand · Copywriter then Community & Social Media Manager · 2016 – 2018

A femtech brand with a genuinely different philosophy and a product that deserved better storytelling. The voice existed. It just wasn't fully formed yet. And the community it needed to build required real trust, not just content.

I developed Bellabeat's tone of voice across social media, newsletters and blogs. Built and nurtured a community of women who connected with the brand's values, not just its products. Translated a complex product story into language real people actually responded to. And produced photo content for campaigns and the website so the visual and written storytelling felt like one thing.

Standing Out in an Industry That Wasn't Ready for It

Alex Alpert · Co-Founder & former CEO, Shyft Moving · Included with permission

The moving industry is one of the oldest and most traditional industries in the world. It runs on relationships, referrals and reputation built over decades. Nobody was really showing up online. Nobody was building a personal brand.

Alex was different. He had a vision that felt almost out of place in his industry — that moving wasn't just a logistical transaction, it was a human milestone. And he wanted the world to know it. The problem was that having a big vision and being visible are two completely different things.

We worked on his LinkedIn, shaping how he showed up as a thought leader in a space where most of his competitors were invisible online. We developed his video presence, working through the editing process together to make sure what came out felt authentic and confident rather than polished and corporate. We built out his Instagram to give the brand a human face — in an industry that had never really had one, that alone was enough to make people stop and pay attention.

Alex became recognisable. He became the person people pointed to when they talked about where the industry was going. Not because he was the loudest, but because he was one of the only ones brave enough to actually show up.