Hyphae House

The Client:

Hyphae House is a nature-immersive, discovery-led learning center built as an alternative to the traditional classroom. Rooted in five core values: Wonder, Courage, Integrity, Stewardship, and Belonging. Hyphae House gives students the space to learn through curiosity, hands-on exploration, and time outdoors, building confidence and ownership of their own growth.

The Challenge:

As a new to market nature-based learning center, Hyphae House had a compelling educational model but no marketing foundation to communicate it. There was no defined brand messaging, no clear picture of who they were speaking to, and no library of visual content to support enrollment marketing across web and social. Hyphae House needed a strategy that could turn their story into a consistent, conversion-focused voice, and the content to back it up.

The Approach:

I built Hyphae House's marketing foundation using the StoryBrand Framework, a messaging methodology developed by Donald Miller that positions the customer, not the brand, as the hero of the story. (I trained on this framework directly under Dr. JJ Peterson, Donald Miller's co-author.)

Applying StoryBrand to Hyphae House meant reframing the brand around the parents making the enrollment decision: understanding their frustrations with traditional education, and positioning Hyphae House as the guide that helps their child thrive.

From there, the plan moved from strategy into production, translating the messaging into a real, usable library of content the school could deploy immediately and for months to come.

Execution and Deliverables:

Brand Messaging Strategy

  • A full StoryBrand BrandScript mapping Hyphae House's character (parents), their problem, and Hyphae House's role as the guide

  • A StoryBrand One-Liner to anchor consistent messaging across web, social, and enrollment materials

  • Two detailed buyer personas representing the parents most likely to enroll, built to guide targeting and content decisions as the school grows

Content Production

  • Led a full-day content shoot on-site at Hyphae House

  • Delivered a 291-asset photo and video library, including 102 horizontal and 28 vertical B-roll clips, 39 real-time camera videos, and 122 supplemental iPhone videos

  • Edited and delivered 10 ready-to-post reels, equaling a full month of social content, optimized for both horizontal and vertical formats

Ongoing Content Strategy

  • Developed content pillars rooted in Hyphae House's five core values, each paired with specific, repeatable content ideas (e.g., student discoveries, nature moments, community stewardship)

  • Outlined a content series structure — recurring weekly formats like "Discovery of the Week" and "Student Spotlights" — designed to keep posting consistent without starting from scratch each time

The Outcome:

Hyphae House came out of this project with more than a one-time content drop, they got a reusable system: a messaging foundation that can guide every future touchpoint, and a content library and framework built to scale with enrollment. What used to be a strong educational model without a public voice is now backed by a clear story and a month-plus of content ready to publish.