Took over brand and communications at a critical moment — product-market fit was still unclear, and early funding had been affected by COVID, putting pressure on the company to raise capital fast. Led a crowdfunding campaign that helped secure funding, paired with a full brand overhaul that gave the company its first real visual identity — moving off stock footage entirely and establishing a distinct creative direction from the ground up. Introduced an agency and a production company, producing a significant amount of content myself alongside a freelance videographer. Ran online performance marketing campaigns and worked closely with talent partners including World Cup champion Niels Giffey, Olympic gold medalist Max Planer, and handball player Steffen Weinhold. Supported the company's acceptance into Techstars — a formative early-stage experience with real wins, though not the breakout growth story some ventures become.