Co-founder & ownership
An owned-platform project with responsibility for the brand and business, rather than an agency engagement or an isolated website commission.
Co-founded brand / publishing / ecommerce
Spirit Fuel
01 / 11A prophetic publishing brand I co-founded and owned, reaching 100,000 subscribers and 15,000 customers within two years, with ecommerce and monthly partnership programs.
HISTORICAL BRAND RESULTS
- Email subscribers
- 100KReached within two years
- Customers
- 15KReached within two years
- Daily unique page views
- 30K+Historical organic traffic
- Exclusive authors
- 6Publishing every month
Founder-reported historical results from my time as co-founder and owner, not current figures. Subscriber and customer milestones were reached within two years. Unique page views are not the same as unique visitors.
Archival website recreation based on the January 16, 2022 Wayback snapshot, using the original wordmark and surviving contributor images. A portfolio presentation, not an original export or active publication.
THE BRIEF
What the project
needed to do.
Spirit Fuel was a publishing business I helped build from the ownership side, not simply a website delivered to a client. The platform brought prophetic articles, a growing email audience, products, and monthly partnership programs into one brand. It needed to support several authors and give readers a reason to keep returning while making the wider product and partnership offerings understandable.
MY APPROACH
Connecting the design
with the work.
As co-founder and owner, I worked on the brand as a connected publishing and commerce platform. The website was the home for the articles; email sustained the reader relationship; exclusive and contributing authors brought a recurring editorial rhythm; and ecommerce and monthly partnerships were part of the business model. The identity carried across the digital brand, print materials, publications, and media.
PROJECT SCOPE
The work in detail.
Multi-author publishing
Six exclusive authors publishing monthly, supported by more than 30 regular contributing authors across the wider prophetic publishing platform.
Email audience
A subscriber relationship built alongside the website, reaching a reported 100,000 subscribers within two years.
Ecommerce brand
A full ecommerce offering alongside the free editorial content, with a reported 15,000 customers reached within the same two-year period.
Monthly partnerships
Recurring partnership programs formed another part of the model, distinct from one-time product purchases and the free reader experience.
Brand & publishing design
A recognizable flame identity carried through the wordmark, social presentation, printed applications, book artwork, and branded media.
THE EXPERIENCE
How the pieces connect.
- 01
Publish
Bring exclusive and contributing voices into one editorial brand.
- 02
Connect
Build a recurring reader relationship through the website and email.
- 03
Offer
Present products alongside the wider publishing experience.
- 04
Sustain
Support the business through ecommerce and monthly partnerships.
01 / PROJECT DETAIL
Built as a publishing business, not a brochure.
I co-founded and owned Spirit Fuel. Our model brought together a publication, an email audience, an ecommerce brand, and monthly partnership programs. That ownership experience matters: I was building something that had to keep working after a website launch, with readers, authors, customers, and partners all relating to the same brand.
The editorial network included six exclusive authors blogging monthly and more than 30 regular contributing authors. That gave the platform a broader publishing rhythm than a single-author blog. The content, the email relationship, and the commercial side were all parts of the same operation.
02 / PROJECT DETAIL
Audience growth and a commercial model.
Within two years, we reached 100,000 subscribers and 15,000 customers. During my ownership period, the site also reached more than 30,000 daily unique page views organically. Those are historical figures from my account of the business, not current traffic or a promise of the same result for another brand.
Ecommerce and monthly partnerships gave the platform more than one commercial path. A reader could engage with the free publication, purchase a product, or participate in a monthly partnership program. The historical customer and subscriber milestones are stated separately; they are not a conversion-rate calculation.
03 / PROJECT DETAIL
Owned-brand experience. A clear scope today.
Spirit Fuel shows my experience building and operating an owned publishing brand across content, email, products, and partnerships. The historical organic reach is part of that story. My current client services focus on paid acquisition, websites, integrations, and creative work; I do not offer organic marketing management.
The wider archive preserves the original brand identity, print presentation, social profile, publication artwork, and on-camera media. These show how the same identity carried across the publication and its products. No current ownership or active partnership offering is implied.
04 / PROJECT DETAIL
Revisiting the January 2022 website.
The website example is recreated from the January 16, 2022 Wayback snapshot. Its centered wordmark, black navigation, featured-story grid, article feed, and social sidebar follow that historical reference. The original wordmark and surviving contributor photographs were recovered from the archive; missing portraits were not invented.
This is a view-only portfolio recreation, not an original website export. Featured-story selection, shortened headings, and brief paraphrases are adapted for the presentation. The old signup, giving, and submission controls are inactive. The original Wayback capture is included so the recreation and source remain distinguishable.
THE WEBSITE & BRAND ARCHIVE
The original reference. The wider brand.
HAVE SOMETHING IN MIND?