Wethos (Acquired)
Wethos: Building Community for the Creator Economy
2022
The Context
Wethos had built the first platform designed specifically for freelancers—proposals, invoicing, payments, and collaboration tools all in one place. The product was strong, but they were struggling with a fundamental challenge: understanding their target audience and finding where the product fit in the market.
This showed up everywhere. Slow adoption. Stagnated user growth. Low engagement with branded content across owned channels. They had a tool that could genuinely help freelancers scale their businesses, but they couldn't connect with the people who needed it most.
Wethos didn't have a product problem—they had a connection problem. Their audience (studio founders, freelancers, side hustlers) needed more than software features. They needed to see themselves in the brand. They needed education that blended product functionality with the entrepreneurial mindset they were living every day.
The opportunity wasn't just better marketing. It was building a community anchor—content that captured success stories from creators actually scaling their studios, while positioning Wethos as the infrastructure making it possible.
The Approach
Phase 1: Audience Mapping & User Personas. We mapped Wethos's actual user base and identified three distinct segments: Studio Founders (high-end earners scaling to their first million), Freelancers (tech-savvy operators building sustainable practices), and Side Hustlers (moonlighters discovering the possibilities of creative work). Each segment had different needs, different pain points, and different entry points into the platform.
Phase 2: Social Strategy & Brand Pillars. We developed the content pillars and social strategy to connect with each audience segment authentically. This wasn't generic SaaS marketing—it was creator-to-creator storytelling that positioned Wethos as part of the community, not just a tool for it.
Phase 3: In Session Program Development. We created "In Session: Thriving in the Digital Age"—a video series providing an inside look at what it takes to have a successful freelance career from the agencies and creators actually doing it. The curriculum covered collectivism (building PODs, leveraging networks), structure (legal setup, payment terms, contracts), and standardization (SOPs, scoping projects, project management). Each episode merged product education with practical business insights.
Phase 4: Production & Distribution. We handled full production—design, motion graphics, distribution, and promotion—targeting 250K-500K reach across platforms with 10% offer enrollment and 15% remarketing conversion goals.
The Work
In Session Video Series: 6-part educational curriculum for studio founders, freelancers, and side hustlers
Social Strategy: Content pillars, brand voice, audience-specific messaging
Retention Strategy: Onboarding user flow optimization, data analytics, product mapping support
VSNRY
Visionary Rising (VSNRY) is a creative agency specializing in strategy, marketing, and immersive brand experiences that drive culture and impact. VSNRY is part of the INGENIUS ecosystem — the operating system for culture, creators, and commerce.
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