I led the development of the go-to-market foundation for Umbra’s Mission Solutions business line—crafting the brand identity, creative scope/direction, strategic messaging, and generating core assets from the ground up. This included everything from narrative positioning to visual design, with a focus on establishing immediate trust and credibility in a high-stakes, government-facing market. I ensured that every element—from the first line of copy to the final frame of the campaign video—reinforced Umbra’s value, differentiated our offering, and capitalized on the power of a first impression. This wasn’t just a launch; it was a line in the sand that defined how the market would understand and engage with Mission Solutions from day one.