I help growing companies keep the brand from cracking under the pressure of scaling teams, entering new markets, or raising a funding round.
A Strategic Brand Reset for Fast-Growing Companies
Growth forces decisions you didn't plan for: a repositioning, a rebrand, a new brand architecture, a spin-off, or product line extension. When it happens fast, brand clarity lags. Messaging gets messy, visuals feel off, and teams lose alignment. Instead of fueling growth, your brand becomes a bottleneck.
This process is designed to fix that.
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Perfect for companies just hitting scaling challenges.
A diagnostic to identify what's putting your brand under pressure and creating bottlenecks. Get a prioritized action plan with immediate wins you can implement right away.
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For repositioning, rebranding, new brand architecture, spin-offs, product line extensions, or geographic expansion.
My complete Research-to-Reality Process to prevent brand cracking while scaling. Includes market research, strategic insights, brand architecture, implementation roadmap, and team alignment.
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Continuous brand discipline as you scale
Quarterly brand health checks, new launch guidance, team training, and strategic advisory for major decisions. Keep your brand strong as you grow.
I don't hand over a deck and leave. I work alongside the org until the brand runs without me.
I'm Karin Folman, a brand strategist & design manager. Over 15+ years building brands in New York, Tel Aviv, and Amsterdam, I've sat on all sides of the table: agency, client-side, and founder. That's exactly why I don't hand off a deck and leave. I know what it's like to be the client stuck holding one.
Here's what keeping a brand from cracking looks like in practice:
Biotech Company: Grew from 3 to 100+ employees, secured $100M+ funding, achieved IPO while maintaining clear brand focus.
High-end Restaurant: Built a brand from concept to €4M initial funding and secured prime locations in a competitive market.
Boutique Hotel Chain: Unified diverse hotel portfolio, products, and services under cohesive brand strategy during rapid expansion.
Wellness Drinks Chain: Consumer behavior research identified messaging gaps and trend opportunities, resulting in a streamlined user experience that reinforced the brand's core mission in a saturated wellness category.
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Nela Restaurant
From a simple idea rooted in gathering around fire, good food, and shared moments with friends, Nela, a Live-Fire Restaurant, was born. What started as a vision has grown into a hospitality experience, with locations in Amsterdam, London, and Ibiza.
Result: €4M raised, prime locations secured in a competitive market, and a recognized restaurant brand built from the ground up.
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Alesta Therapeutics
A modern brand identity that propels Alesta Therapeutics beyond conventional biotech, reflecting its agile, modular, and commercially focused mindset, positioning the company for scalable growth and confident communication with partners, investors, and talent.
Since: Acquired by BioMarin Pharmaceutical for up to $490M.
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Solid Biosciences
A multi-channel brand strategy for Solid Biosciences, a Boston-based life sciences company dedicated to curing Duchenne Muscular Dystrophy, positioning the organization as a center of excellence in DMD and supporting the launch of a groundbreaking gene therapy clinical trial.
During my tenure: Grew from 3 to 100+ employees, raised over $100M privately across 3 rounds, and took the company public in a $130M IPO, all while maintaining a clear brand focus.
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Iconix Laboratories
Iconix is built on precision and performance. Born from advanced biotechnology, the formulations are engineered to do more with less, delivering visible results through intelligent, multitasking skincare. Iconix is where science becomes trust, and trust becomes beauty.
Result: Launched as a direct-to-consumer premium skincare brand system, connecting digital touchpoints, packaging, content, and the end-to-end customer experience.
Let’s Make Your Brand Work for Your Growth
If growth is starting to create cracks in your brand instead of carrying it forward, let’s talk about how to fix it.