Hiya! I’m Sarah Saxty,
BUT MOST PEOPLE CALL ME Sax.
Your business guardian angel and brand marketing mentor
Your business guardian angel and brand marketing mentor
I’m in my IFGT (I fucking got this) era and my mission is to pass this energy and my expertise onto as many people as possible with Creating Forward Studio and help you create a brand that people are obsessed with and drives sustainable revenue.
Hiya! I’m Sarah Saxty,
but most people
call me Sax.
I'm Your business
guardian angel and brand marketing mentor.
I’m in my IFGT (I fucking got this) era and my mission is to pass this energy and my expertise onto as many people as possible with Creating Forward Studio, to help you create a brand that people are obsessed with and drives sustainable revenue.
I have channelled over a decade of accumulated expertise* into the Creating Forward Core Framework and deliver this knowledge to beauty, wellness, and lifestyle businesses through my 1:1 Mentorship, group trainings and community initiatives. I share everything I have from my Little Black Book of talent to my library of workbooks and tools to support your growth.
*Career path in 2X speed - business administration to streetwear fashion retail, accessories product development to buying, trend research to doing-it-all founder, beauty and wellness brand strategist and marketing consultant to doing-it-all CMO, back to founder and into mentor.
more than a decade of expertise
channeled into one proven framework
I got very well equipped in making up smoothie recipes too...
This is not a course or a one-off advisory call. It’s a high-proximity partnership where you’ll gain access to my CMO-level thinking to amplify your brand and drive organic awareness in a way that aligns with your budget and bandwidth.
Together, we'll create a multi-phase launch plan and fill your marketing and content calendar with cool partnerships, events, community-building initiatives, and more.
Partnerships, community, and brand storytelling are kind of my "thing" when it comes to marketing.
Like my career, the path to building a brand is not linear — but there is a path.
I create a structured path that leads to your success, and we walk it together, all the way to your IFGT “I fu@king got this” power stance.
By leveraging my very real and vast experiences, my Mentorship Containers are designed to help you create a brand that people are obsessed with and build a business that generates sustainable revenue—but avoid the common expensive mistakes and challenges founders face everyday.
Like my career, the path to building a brand is not linear — but there is a path.
I create a structured path that leads to your success, and we walk it together, all the way to your IFGT “I fu@king got this” power stance.
By leveraging my very real and vast experiences, my Mentorship Containers are designed to help you create a brand that people are obsessed with and build a business that generates sustainable revenue—but avoid the common expensive mistakes and challenges founders face everyday.
The Mentorship container gave me a strategic direction, marketing plans, design resources, industry research and knowledge. And what I loved about the program is that you’re not getting a cookie-cutter template that any brand can use to churn out success. The weekly exercises and check-ins pushed ME to become an expert in my industry’s marketing landscape. It prompted me to fine tune my vision for the brand. So when the container ends, I can still be the master of my brand—I’m self-sufficient.
BEAUTY BRAND FOUNDER, 2024 MENTORSHIP CLIENT
The Mentorship container gave me a strategic direction, marketing plans, design resources, industry research and knowledge. And what I loved about the program is that you’re not getting a cookie-cutter template that any brand can use to churn out success. The weekly exercises and check-ins pushed ME to become an expert in my industry’s marketing landscape. It prompted me to fine tune my vision for the brand. So when the container ends, I can still be the master of my brand—
I’m self-sufficient.
BEAUTY BRAND FOUNDER
2024 MENTORSHIP CLIENT
When beauty, wellness, and lifestyle founders come to me with a vision, FROZEN by FEAR AND all their ideas they’re lacking the strategy to put the pieces of the puzzle together and bring it to life.
In competition with their ideas is anxiety; circling doubts like “Is this even a real thing?” and “WTF should I do next to get closer to my goals?”
What they’re trying to do is figure out how to validate their vision, how to connect with their dream customer for longer than a Tik Tok video, how to develop cohesive marketing tactics and how to build a business that hits its goals consistently.
I faced these same challenges when I was bootstrapping my first DTC business - but what makes us different, is that we are going to do what need to do to make it happen.
When beauty, wellness, and lifestyle founders come to me with a vision, FROZEN by FEAR & ALL their ideas they’re lacking the strategy to put the pieces of the puzzle together and bring it to life.
In competition with their ideas is anxiety; circling doubts like “Is this even a real thing?” and “WTF should I do next to get closer to my goals?”
What they’re trying to do is figure out how to validate their vision, how to connect with their dream customer for longer than a Tik Tok video, how to develop cohesive marketing tactics and how to build a business that hits its goals consistently.
I faced these same challenges when I was bootstrapping my first DTC business - but what makes us different, is that we are going to do what need to do to make it happen.
My entrepreneurial journey started in 2014 when I started my first brand, OVERT, with my co-founder over a bottle of Beaujolais at happy hour on Bleecker St, and I never looked back. We hit the NY pavement and we ran our butts off all over the city to design and produce our dream “City Girl” bag.
We Googled business plan, we developed our brand strategy, we created our BFF-level customer profile (her name was Jen) we designed our brand identity, invested in people who were a few steps ahead of us to fill in the gaps, and hired a couple of stellar interns to join our crew.
It was peak DTC boom - think Lively, Away, Glossier, Outdoor Voices OG days. We were all in it together and there was nowhere near the amount of options there are today for early stage founders building a brand for the first time.
This is something I am somewhat appreciative of, because the founders I meet now are so overwhelmed with analysis paralysis, and burnt out by unrealistic stories about what it takes to build, and fund, a sustainable business.
You can’t figure it all out on your own.
With Creating Forward Studio the gates are wide open. I share everything -- all the lessons, people, templates and insights I have cultivated to benefit anybody who is trying to build a beauty or wellness brand.
Services TO HELP YOU →
This was us in 2014 doing our first shoot for a lookbook - we originally had planned to make our Follow the Girl campaign anonymous so that people could see themselves in the brand so we didn't show our faces for months.
My entrepreneurial journey started when I started my first brand, OVERT, with my co-founder over a bottle of Beaujolais at happy hour on Bleecker St, and I never looked back. We hit the NY pavement and we ran our butts off all over the city to design and produce our dream “City Girl” bag.
We Googled business plan, we developed our brand strategy, we created our BFF-level customer profile (her name was Jen) we designed our brand identity, invested in people who were a few steps ahead of us to fill in the gaps, and hired a couple of stellar interns to join our crew.
It was peak DTC boom - think Lively, Away, Glossier, Outdoor Voices OG days. We were all in it together and there was nowhere near the amount of options there are today for early stage founders building a brand for the first time.
This is something I am somewhat appreciative of, because the founders I meet now are so overwhelmed with analysis paralysis, and burnt out by unrealistic stories about what it takes to build, and fund, a sustainable business.
You can’t figure it all out on your own.
With Creating Forward Studio the gates are wide open. I share everything -- all the lessons, people, templates and insights I have cultivated to benefit anybody who is trying to build a beauty or wellness brand.
Services to help you →
This was us in 2014 doing our first shoot for a lookbook.
WE ARE BACK IN THE ERA WHERE BRAND IS KING AND THE CUSTOMER IS QUEEN — BUT WAIT UP, BECAUSE YOUR BRAND IDENTITY ISN’T A “BRAND”
You need to have a Sticky Brand DNA with a BFF-level customer profile and a validated, monumental purpose for being here before you even think about anything else.
WE ARE BACK IN THE ERA WHERE BRAND IS KING AND THE CUSTOMER IS QUEEN — BUT WAIT UP, BECAUSE YOUR BRAND IDENTITY ISN’T A “BRAND”
You need to have a Sticky Brand DNA with a BFF-level customer profile and a validated, monumental purpose for being here before you even think about anything else.
WTF is a Sticky Brand DNA?
I can talk about it all day (like I do on IG) but here’s the quick answer:
Sticky Brand: A brand that speaks directly to it’s target customer, aligning themselves with their needs, and makes them want to tell all their friends about it.
Sticky Brand DNA: This foundational piece of work inform your visual identity, content strategy, and marketing decisions. It bridges the gap between your product and your customer, on an energetic and physical level, you can become a part of their personal brand DNA; getting you on their “I’m telling all my friends about this” list.
Before you’re like, “Oh I have that” it goes beyond the OG ad-world days of “mission, vision, values” and like most brands I work with, you probably don’t.
I can talk about it all day (like I do here) but this is the quick answer:
Sticky Brand: A brand that speaks directly to it’s target customer, aligning themselves with their needs, and makes them want to tell all their friends about it.
Sticky Brand DNA: A foundational piece of work that informs your visual identity, content strategy, and marketing decisions. It bridges the gap between your product and your customer, on an energetic and physical level, it helps your brand become a part of their personal brand DNA; and gets you on their “I’m telling all my friends about this” list.
Before you’re like, “Oh I have that” it goes beyond the OG ad-world days of “mission, vision, values” and like most brands I work with, you probably don’t.
When Sticky Brand DNA becomes BFF-level COMMUNITY
What started out as a market research project to validate our hypothesis for OVERT, stalking girls hustling around NY and taking photos of them going from the laundromat to Wholefoods salad bar or from the subway to the cocktail bar, turned into the core of our business and a second product category we didn’t even know we were creating - community.
Follow The Girl, became a full-blown content engine, community and ambassador program. The OVERT City Girls were a living breathing representation of our brand DNA and became our walking billboard. Girls all over the world (!) started ordering our bags and tagging us to share their own City Girl moments with us and they were totally the embodiment of Jen (our target customer profile)
One of my many favorite IRL experiences of seeing the power of a strong Brand DNA meeting authentic community marketing, was when I was at Soho House working away on one of the billion things on our to-do list, and a girl sits next to me, and she’s COOL, I was girl crushing, I even remember what she was wearing THEN she pulls up her bag to get her laptop out and it was MY BAG I approached her and as we started chatting, it turns out cool girls IS cool, she worked at Man Repeller as an editor, which at the time was the coolest publication in NY and our DREAM.
This girl, was a cut and paste edit of our ideal customer, she found my brand, she bought my product, and now here she was living it - I just love this story because it’s a perfect example of how knowing your customer, and positioning your brand marketing so that you REACH them, works. And when you get those customers, (versus a random hope for the best one from an unintentional ad or misplaced marketing) they are advocates, they become walking billboards for your brand, they tell their friends about it and that is how you build loyal brand equity which means sustainable revenue.
I want that to happen to you and I can make it happen.
FIND OUT HOW
When Sticky Brand DNA becomes BFF-level COMMUNITY.
What started out as a market research project to validate our hypothesis for OVERT, stalking girls hustling around NY and taking photos of them going from the laundromat to Wholefoods salad bar or from the subway to the cocktail bar, turned into the core of our business and a second product category we didn’t even know we were creating - community.
Follow The Girl, became a full-blown content engine, community and ambassador program. The OVERT City Girls were a living breathing representation of our brand DNA and became our walking billboard. Girls all over the world (!) started ordering our bags and tagging us to share their own City Girl moments with us and they were totally the embodiment of Jen (our target customer profile)
One of my many favorite IRL experiences of seeing the power of a strong Brand DNA meeting authentic community marketing, was when I was at Soho House working away on one of the billion things on our to-do list, and a girl sits next to me, and she’s COOL, I was girl crushing, I even remember what she was wearing THEN she pulls up her bag to get her laptop out and it was MY BAG I approached her and as we started chatting, it turns out cool girls IS cool, she worked at Man Repeller as an editor, which at the time was the coolest publication in NY and our DREAM.
This girl, was a cut and paste edit of our ideal customer, she found my brand, she bought my product, and now here she was living it - I just love this story because it’s a perfect example of how knowing your customer, and positioning your brand marketing so that you REACH them, works. And when you get those customers, (versus a random hope for the best one from an unintentional ad or misplaced marketing) they are advocates, they become walking billboards for your brand, they tell their friends about it and that is how you build loyal brand equity which means sustainable revenue.
I want that to happen to you and I can make it happen.
FIND OUT HOW
THE THING ABOUT marketing IS THAT it’s not about being everywhere, it’s about being where it counts.
I help my clients identify the marketing channels they want to show up for and prioritize these in our tactical planning for pre-launch phase and beyond. (I call these your Magic Marketing channels.)
A mistake I see a lot of brands making is trying to do everything but not getting anywhere. I call this “spray and pray” or “shiny thing syndrome.”
Both are a result of not having a Brand DNA to lean on, and both lead to inconsistent, “hope for the best” marketing that doesn’t connect with anyone, and ends up diluting your brand.
My approach focuses on building brand equity and long-term loyalty, helping you connect with customers across various touch points so that your brand not just resonates - it sticks. Together, we create a cohesive multi-channel marketing strategy that's effective even without a VC-backed budget.
THE THING ABOUT marketing IS THAT it’s not about being everywhere, it’s about being where it counts.
I help my clients identify the marketing channels they want to show up for and prioritize these in our tactical planning for pre-launch phase and beyond. (I call these your Magic Marketing channels.)
A mistake I see a lot of brands making is trying to do everything but not getting anywhere. I call this “spray and pray” or “shiny thing syndrome.”
Both are a result of not having a Brand DNA to lean on, and both lead to inconsistent, “hope for the best” marketing that doesn’t connect with anyone, and ends up diluting your brand.
My approach focuses on building brand equity and long-term loyalty, helping you connect with customers across various touch points so that your brand not just resonates - it sticks. Together, we create a cohesive multi-channel marketing strategy that's effective even without a VC-backed budget.
At INBLOOM, the wellness supplement brand I helped launch with Kate Hudson, I supercharged our marketing efforts to become a dynamic, multi-channel ecosystem centered on a content franchise that leaned on Kate’s likeness, but gave the brand independence.
We introduced Kate's Kitchen, a content series that blended Kate’s aspiration with practical product usage, showing consumers how to incorporate INBLOOM into their daily rituals. The recipes became the backbone of our PR strategy, partnerships, social media, UGC and influencer content. Each channel was creating an interactive brand story that invited consumers to integrate INBLOOM into their lives.
One particular standout was when we had Kate show up on the Drew Barrymore Show to make smoothies with Drew - on that day, our revenue increased by over 500%.
Multi-channel, multi-purpose storytelling.
At INBLOOM, the wellness supplement brand I helped launch with Kate Hudson, I supercharged our marketing efforts to become a dynamic, multi-channel ecosystem centered on a content franchise that leaned on Kate’s likeness, but gave the brand independence.
We introduced Kate's Kitchen, a content series that blended Kate’s aspiration with practical product usage, showing consumers how to incorporate INBLOOM into their daily rituals. The recipes became the backbone of our PR strategy, partnerships, social media, UGC and influencer content. Each channel was creating an interactive brand story that invited consumers to integrate INBLOOM into their lives.
One particular standout was when we had Kate show up on the Drew Barrymore Show to make smoothies with Drew - on that day, our revenue increased by over 500%.
Multi-channel, multi-purpose storytelling.
these methods work at every stage, EVEN IF YOU DON’T HAVE KATE HUDSON AS A FOUNDER.
Yes, we had Kate Hudson on our side and she totally opened up doors, but I’ve used tactics like this with brands at every stage. It doesn’t have to be Drew Barrymore, it could be an emerging podcast, or a YouTube creator that you partner with.
The key is to maximize that ROI by thinking multi-channel, and only choosing to work with partners that align with your Brand DNA and share a likeminded audience. Don’t be afraid to go out of your category and hit unexpected industries either - like we did when we partnered with foodie brands and nationwide restaurants instead of yoga brands as a beauty and wellness business to demonstrate the value of inside-out beauty and hit a new but qualified audience.
these methods work at every stage, EVEN IF YOU DON’T HAVE KATE HUDSON AS A FOUNDER.
Yes, we had Kate Hudson on our side and she totally opened up doors, but I’ve used tactics like this with brands at every stage. It doesn’t have to be Drew Barrymore, it could be an emerging podcast, or a YouTube creator that you partner with.
The key is to maximize that ROI by thinking multi-channel, and only choosing to work with partners that align with your Brand DNA and share a likeminded audience. Don’t be afraid to go out of your category and hit unexpected industries either - like we did when we partnered with foodie brands and nationwide restaurants instead of yoga brands as a beauty and wellness business to demonstrate the value of inside-out beauty and hit a new but qualified audience.
The Creating Forward Core Framework
I created this framework based on of all my experiences and back it up with my tried-and-true processes, focussing on the fundamental stages of building an obsession-level brand that cuts through the noise and generates sustainable revenue.
Expansive curiosity and creative thinking
Validate your Vision and Market Opportunity
1.
Expansive curiosity and creative thinking
Have a BFF-level Customer Profile
2.
Expansive curiosity and creative thinking
Define your Sticky Brand DNA Strategy
3.
Expansive curiosity and creative thinking
CLARIFY YOUR CREATIVE DIRECTION
4.
Expansive curiosity and creative thinking
Strategize your Multi-channel Marketing
5.
Expansive curiosity and creative thinking
Get Tactical About Your Pre-launch and Beyond
6.
Expansive curiosity and creative thinking
Tap into Expansive Business Mentorship
7.
Expansive curiosity and creative thinking
Organize and Optimize for Growth
8.
You can find out more about my services here.
The Creating Forward Core Framework
I created this framework based on of all my experiences and back it up with my tried-and-true processes, focussing on the fundamental stages of building an obsession-level brand that cuts through the noise and generates sustainable revenue.
You can find out more about my services here.
Validate your Vision and Market Opportunity
1.
HAVE A BFF-LEVEL CUSTOMER PROFILE
2.
DEFINE YOUR STICKY BRAND DNA STRATEGY
3.
CLARIFY YOUR CREATIVE DIRECTION
4.
STRATEGIZE YOUR MULTI-CHANNEL MARKETING
5.
GET TACTICAL ABOUT YOUR PRE-LAUNCH AND BEYOND
6.
TAP INTO EXPANSIVE BUSINESS MENTORSHIP
7.
ORGANIZE AND OPTIMIZE FOR GROWTH
8.
The decision making process about what Shopify plugin you should choose, who to work with to get your website built or design your brand identity without getting ripped off doesn’t have to be so time consuming or stop you from taking action.
With Creating Forward Studio the gates are wide open, I share everything, all the lessons, people, templates and insights I have cultivated to benefit anybody who is trying to build a beauty or wellness brand.
The startup ecosystem needs to be easier to navigate and making decisions shouldn’t be so IMPOSSIBLE.
The decision making process about what Shopify plugin you should choose, who to work with to get your website built or design your brand identity without getting ripped off doesn’t have to be so time consuming or stop you from taking action.
With Creating Forward Studio the gates are wide open, I share everything, all the lessons, people, templates and insights I have cultivated to benefit anybody who is trying to build a beauty or wellness brand.
The startup ecosystem needs to be easier to navigate and making decisions shouldn’t be so IMPOSSIBLE.
You don’t need more advice. You need a process and dedicated guidance.
I don’t think it’s fair that just because you don’t have the access to 5-figure monthly retainer budgets, you are expected to figure it all out on your own, or settle for inexperienced support (which usually results in expensive mistakes and redo’s!) or to pay one-off advisory sessions that just leave you with a to-do list longer than a CVS receipt.
In my Mentorship Containers, I am not offering a service; I’m offering a partnership.
I’m here to help you decode the process of building a sticky brand, I’m here to help you prioritize and implement the right things at the right time so that your brand gets the momentum it deserves.
I am invested in helping you learn and avoid mistakes from someone who’s not only been there but succeeded there. I want to take all your scattered ideas and turn them into actionable strategy.
You don’t need more advice. You need
a process and dedicated guidance.
I don’t think it’s fair that just because you don’t have the access to 5-figure monthly retainer budgets, you are expected to figure it all out on your own, or settle for inexperienced support (which usually results in expensive mistakes and redo’s!) or to pay one-off advisory sessions that just leave you with a to-do list longer than a CVS receipt.
In my Mentorship Containers, I am not offering a service; I’m offering a partnership.
I’m here to help you decode the process of building a sticky brand, I’m here to help you prioritize and implement the right things at the right time so that your brand gets the momentum it deserves.
I am invested in helping you learn and avoid mistakes from someone who’s not only been there but succeeded there. I want to take all your scattered ideas and turn them into actionable strategy.
You can't figure out how to connect to your customer or hit your revenue goals, you’re trying everything but nothing sticks.
Your mentorship style is like a therapy session for brand builders and aspiring founders. I think it’s safe to say I’ve begun to move into momentum 😊 feels like we’ve just scratched the surface of what I can achieve with your support.
WELLNESS BRAND FOUNDER, 2024 MENTORSHIP CLIENT
Creating Forward started as a personal mantra
It was a term I created during my first coaching experience to keep myself in momentum. Now it defines my life as an entrepreneur and my approach to mentoring.
My intuition, my tenacity to make shit happen, my ability to imagine beyond limitations and help people step into their potential are my super powers. They are what keeps me motivated to focus on making my own visions a reality and what makes my work so impactful.
Creating Forward started as a personal mantra
It was a term I created during my first coaching experience to keep myself in momentum. Now it defines my life as an entrepreneur and my approach to mentoring.
My intuition, my tenacity to make shit happen, my ability to imagine beyond limitations and help people step into their potential are my super powers. They are what keeps me motivated to focus on making my own visions a reality and what makes my work so impactful.
01/
How Creating Forward Momentum Manifests in Your Life
You live in a state of expansive possibility.
02/
You cultivate confidence by taking aligned action.
03/
You are supported and making progress.
04/
You know your priorities and focus on what matters.
01/
How Creating Forward Momentum Manifests in Your Life
You live in a state of expansive possibility.
02/
You cultivate confidence by taking aligned action.
You are supported and making progress.
04/
You know your priorities and focus on what matters.
I AM here to GUIDE you BUT OUR COLLABORATION IS where THE MAGIC HAPPENS
My discovery process is designed to ensure that not only can I meet your expectations, but also that you resonate with my approach and are ready to step into IFGT (I Fucking Got This) mode.
We'll start with a 30-min Founder Discovery chat and my Supercharged Vision Exercise, and if we're vibing, I'll invite you to join me for a free Supercharged Strategy Sesh to assess your business goals and give you a strategy to achieve them.
The discovery process >
I AM here to GUIDE you BUT OUR COLLABORATION IS where THE MAGIC HAPPENS
My discovery process is designed to ensure that not only can I meet your expectations, but also that you resonate with my approach and are ready to step into IFGT (I Fucking Got This) mode.
We'll start with a 30-min Founder Discovery chat and my Supercharged Vision Exercise, and if we're vibing, I'll invite you to join me for a free Supercharged Strategy Sesh to assess your business goals and give you a strategy to achieve them.
The discovery process
are you WILLING TO MOVE PAST FEAR AND take imperfect action?
Expansive curiosity and creative thinking
are you READY to challenge the status quo AND THINK CREATIVELY?
are you DEDICATED to prioritizing our work and the process?
are you GOING TO get out of your head and get to the next level?
ARE YOU THE SORT OF PERSON WHO IS TOTALLY INVESTED IN MAKING YOUR VISION A REALITY AND FEEL ready to step into IFGT (I fucking got this) modE?
ARE YOU WILLING TO MOVE PAST FEAR AND TAKE IMPERFECT ACTION?
ARE YOU THE SORT OF PERSON WHO IS TOTALLY INVESTED IN MAKING YOUR VISION A REALITY AND FEEL ready to step into IFGT (I fucking got this) modE?
are you READY to challenge the status quo AND THINK CREATIVELY?
ARE YOU DEDICATED TO PRIORITIZING OUR WORK AND THE PROCESS?
ARE YOU GOING TO GET OUT OF YOUR HEAD AND GET TO THE NEXT LEVEL?
SCHEDULE A FOUNDER DISCOVERY CHAT
GET ON THE path THAT LEADS YOU TOWARD aN OBSESSION-LEVEL BRAND AND SUSTAINABLE REVENUE.
START SHAPING THE FUTURE OF YOUR BUSINESS
GET ON THE path THAT LEADS YOU TOWARD aN OBSESSION-LEVEL BRAND AND SUSTAINABLE REVENUE.
START SHAPING THE FUTURE OF YOUR BUSINESS
SCHEDULE A FOUNDER DISCOVERY CHAT
What about non-business things?
I’m an Aussie, by way of Adelaide and Melbourne but I’ve been in the US since 2012. I spent nearly ten years in NYC where I lived the hell out of the city, leaving nothing on the table to the last few here in Venice Beach, where I live the hell out of farmers markets, the ocean, hikes and veggie bowls - you can check out my Substack Better in a Bowl for Erewhon style recipes, here.
Travel is an essential in our life and feeds me in every sense.
Weekly farmers market hauls.
Other things that feed me - nature, inspiring design, being out of my comfort zone and...
HAPPY PLACE
My happy place is when I’m salty, barefoot and sun-kissed, even better if surrounded by friends, and a sunset is in my horizon.
FAMILY
I have 3 blonde-haired baby Saxty nephews that I am obsessed with plus a beautiful family and husband I feel grateful for every single day.
CULTURE fix
Culture cravings are usually satiated at an art gallery opening, cool retail store, hotel lobby - or a trip to New York.
being a beginner
I’m learning how to speak Spanish and am a beginner surfer, so far my biggest and best wave was in El Tunco, El Salvador.
MANIFESTATION
My future looks like a beachfront property in Baja Mexico, and the Italian coast, with stints in Australia. My wealth measured by community, creativity, and health.
CULTIVATING SKILLS
A skill I am studying and cultivating right now is speaking confidently in public and telling great stories.
What about non-business things?
I’m an Aussie, by way of Adelaide and Melbourne but I’ve been in the US since 2012. I spent nearly ten years in NYC where I lived the hell out of the city, leaving nothing on the table to the last few here in Venice Beach, where I live the hell out of farmers markets, the ocean, hikes and veggie bowls - you can check out my Substack Better in a Bowl for Erewhon style recipes, etc, here.
Travel is an essential in our life and feeds me in every sense.
Things that feed me - nature, inspiring design, being out of my comfort zone
My happy place is when I’m salty, barefoot and sun-kissed, even better if surrounded by friends.
HAPPY PLACE
I have 3 blonde-haired baby Saxty nephews that I am obsessed with plus a beautiful family and husband I feel grateful for every single day.
FAMILY
Culture cravings are usually satiated at an art gallery opening, cool retail store, hotel lobby - or a trip to New York.
CULTURE FIX
I’m learning how to speak Spanish and am a beginner surfer, so far my biggest and best wave was in El Tunco, El Salvador.
BEING A BEGINNER
My future looks like a beachfront property in Baja Mexico and somewhere on the Italian coast.
MANIFESTATION
A skill I am studying and cultivating right now is speaking confidently in public and telling great stories.
CULTIVATING SKILLS
"Before I started my Mentorship with Sax I felt truly paralyzed by all my exciting ideas that I had no clue what to do next and after the Launchpad Container I have gained an expert perspective, guidance and validation because of the-depth process we go through.."
BEAUTY BRAND FOUNDER, 2024 MENTORSHIP CLIENT
HOW YOU MIGHT FEEL WHEN YOU'RE CREATING FORWARD:
"YOUR METHOD FOR PLANNING CROSS-CHANNEL MARKETING WAS ANOTHER VALUABLE PART OF THE JOURNEY. I HAD ALWAYS ASSUMED THAT THE MOST EFFECTIVE WAY TO GET CUSTOMERS WAS TO PAY AN INFLUENCER AND RUN SOCIAL MEDIA ADS. BUT, THROUGH OUR MAGIC MARKETING EXERCISES, I LEARNED MORE WAYS TO SHARE MY PRODUCT THAT MAKE SENSE FOR MY BRAND."
BEAUTY BRAND FOUNDER, 2024 MENTORSHIP CLIENT
HOW YOU MIGHT FEEL WHEN YOU'RE CREATING FORWARD:
"It’s been incredible to be your mentee! It’s truly wild HOW much has changed and how much I’ve grown under your guidance. The feedback you have given, the organization you provided, PLUS THE examples, articles and thoughts you have shared throughout the week have been so valuable to me. I'm so grateful that our paths crossed."
WELLNESS BRAND FOUNDER, 2024 MENTORSHIP CLIENT
HOW YOU MIGHT FEEL WHEN YOU'RE CREATING FORWARD:
I'M HERE TO ANSWER YOUR QUESTIONS, ANYTIME.
What makes the Launchpad different from other mentorship programs?
What can I expect to achieve by the end of the program?
How involved will you be in the process?
Are there any prerequisites for joining the Launchpad?
How much time should I set aside to make the Launchpad most effective?
How do you personalize the mentorship to fit each founder?
Unlike other programs that may offer generic advice and leave you to implement strategies on your own, The Creating Forward Launchpad is deeply personalized. I work with you 1:1 to execute strategies live, understand your unique founder motivation and style, and apply disruptive, budget-smart marketing tactics that truly set your brand apart.
What makes the Launchpad different from other mentorship programs?
By the end of our 12 weeks together, you'll have validated your business concept, developed a unique brand DNA, and created a multi-channel marketing strategy that doesn't rely on a big budget. Expect to feel confident, clear, and excited about the future of your brand, with a hyped-up customer community who are eager to engage with what you offer.
WHAT CAN I EXPECT TO ACHIEVE BY THE END OF THE PROGRAM?
I’m with you every step of the way. From live 1:1 mentor sessions to ongoing support through digital comms and voice notes, I’m there to provide expertise, encouragement, and accountability. You're not just getting a mentor; you're getting a partner who's as invested in your success as you are.
HOW INVOLVED WILL YOU BE IN THE PROCESS?
The main prerequisite is a readiness to dive deep and take action. A clear idea of your brand and what you want to achieve helps, but the Launchpad is designed to refine your vision and strategy regardless of your starting point.
ARE THERE ANY PREREQUISITES FOR JOINING THE LAUNCHPAD?
To get the maximum results, I recommend setting aside approximately 5-7 hours per week. This includes time for our 1:1 sessions, implementing strategies, and engaging with the provided resources. Remember, this is more than just a commitment of time; it's an investment in your brand's future. The effort you put in is directly proportional to the outcomes you'll achieve. Our journey together is designed to be intensive yet incredibly rewarding, setting you up not just for immediate wins but for sustained growth and success.
HOW MUCH TIME SHOULD I SET ASIDE TO MAKE THE LAUNCHPAD MOST EFFECTIVE?
Personalization begins with our first interaction. The Visionary Founder Discovery Questionnaire and initial strategy call allow me to understand not just your business, but you as a founder—your strengths, challenges, and aspirations. This insight guides the customization of your Launchpad experience, from the selection of strategies we pursue to the way we tackle your challenges, but the fundamental Creating Forward Framework relies on my guiding principles for building a successful brand.
HOW DO YOU PERSONALIZE THE MENTORSHIP TO FIT EACH FOUNDER?
Navigate The Journey With Me
Find out more about the ways you can navigate the confusing, but awesome journey toward making your vision a reality.
View the Creating Forward Services
Navigate The Journey With Me
Find out more about the ways you can navigate the confusing, but awesome journey toward making your vision a reality.
VIEW THE CREATING FORWARD SERVICES
FREE BRAND AND MARKETING RESOURCES
Get the BRAND STRATEGY Guide →
STICKY BRAND DNA
framework & guide
Get a step-by-step guide to my Sticky Brand DNA Framework delivered to your inbox over 10-days.
GET THE MARKETING TEMPLATE →
MAGIC MARKETING STRATEGY & CONTENT PLANNER
Get the marketing template I’ve used to execute hundreds of campaigns and content strategies across multiple channels.
GET THE SUPERCHARGED EXERCISE →
SUPERCHARGED VISION EXERCISE
Supercharge your vision by getting high definition clarity on your goals for the business and motivation as a founder.
GET THE PHOTOSHOOT TEMPLATE →
PHOTOSHOOT GUIDE
& SHOT LIST SET
Get the most ROI out of your investment with my A - Z shoot prep guide and shot list templates for product and talent shoots.
Get a step-by-step guide to my Sticky Brand DNA Framework delivered to your inbox over 10-days.
Get the 10-Day Email Guide →
STICKY BRAND DNA
Get the marketing template I’ve used to execute hundreds of campaigns and content strategies.
Get the MARKETING TEMPLATE →
MAGIC MULTI- CHANNEL BUILDER
Get a step-by-step guide to my Sticky Brand DNA Framework delivered to your inbox over 10-days.
Get the COMMUNITY CHECKLIST →
community
checklist
Get a step-by-step guide to my Sticky Brand DNA Framework delivered to your inbox over 10-days.
Get the PHOTOSHOOT TEMPLATE →
PHOTOSHOOT
TEMPLATE SET
KEEP THE CREATING FORWARD ENERGY GOING
GET THE SUPER DOSE
A BI-WEEKLY INBOX DELIVERY
BRAND BUILDING STRATEGIES, MARKETING IDEAS & TRENDS.BIZ TOOLS TO MAKE LIFE EASIER & A DOSE OF EXPANSIVE THINKING.
