It's By U, an award-winning, venture-backed e-commerce platform, enables flower farmers across the globe to sell their excess inventory direct to consumers. As the company evolved after the pandemic, It's By U's executive team chose to re-direct their efforts towards re-branding as "Ready to Bloom" and embracing a video-based, Tik Tok-like business model for flowers -- a first in the fresh produce industry.

I led communications strategy for this ground-breaking business change.

The focus was to educate shareholders, as well as current and future investors, about It's By U's revised brand and business vision. We needed to inspire our audiences, and clearly sketch out how our plan would be implemented and how it would drive revenue and change the entire industry.

To this end, I developed a campaign that focused on series of road-show presentations and pitch decks, along with targeted emails, and company brand vision videos to demonstrate where It's By U came from and where it was headed.