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Found

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Found is a weight care company that treats people struggling with overweight and obesity. In August 2021, they brought on a new CEO who led their series B and was eager to start investing in brand.

growth stage: SEries b

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Services

  • Audience personas

  • Brand strategy

  • brand Marketing

  • organic growth

  • creative strategy

the ask

Help Found break through weight loss skepticism with brand strategy and execution that positions their comprehensive solution as the refreshingly honest alternative.

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Strategy

Weight loss that works with your body— not against it

When it comes to reaching a healthy weight, every path is different. Found treats the root causes of your weight change through expert clinical care. Our personalized plans combine prescription medication and complete lifestyle guidance.

Person holding a smartphone with an app displayed on the screen, showing a colorful Venn diagram and welcoming message about health habits, with potted plants in the background.

FRACTIONAL

Interim Head of Brand

I led Found’s brand strategy and messaging— shaping a foundation that could grow with the company. I oversaw integrated campaigns across digital channels, ensuring a consistent experience from first touch to long-term engagement. Internally, I scaled brand adoption through systems, training, and thoughtful implementation across teams.

Smartphone with an image of a man in a denim shirt and the word 'found' on the screen, resting on a woven rattan surface.
Cover slide of a presentation titled 'Brand strategy 2022' with abstract shapes in the background.
Laptop on a gray table displaying the website 'Found' with the slogan 'Weight care, your way,' and an app interface on a smartphone.
Person holding a smartphone displaying a gender identity quiz with options for Man, Woman, Transgender man, Transgender woman, Non-binary or non-conforming, Another identity, and Decline to answer.

Project Team

Interim head of brand: Menaka Iyer
brand designer: Patrick Allison
Influencer team: Lila Abramson and Influential
copywriter: Joanne Xu
Client Team: Sarah Jones Simmer, Matt O’Connor, Sarah Romotsky, Brian Ellingwood, Shane Troy, Katrina Frolov, Gaby Izarra, Preethi Rajaguru, Britta Franson

“Menaka operated like a leader on loan, never ‘just’ as a consultant. Across the business, teammates celebrated her ability to collaborate to bring our brand to life. ”

Sarah Jones Simmer, FORMER CEO of Found