The EstateSpace Challenge

EstateSpace's CEO envisioned an app for high net worth individuals to manage their properties and investments. However, when we began our partnership, the startup was at its earliest stage—they hadn't yet determined what the right product should be. Beyond product definition, they needed strategic guidance on brand voice, messaging, and how to communicate with their sophisticated target audience.

Like with EstateSpace, Content Strategy was frequently requested by clients but represented a significant gap in Cantina's digital offerings. Drawing on my experience developing content strategies for companies like Stride Rite and Wolverine Kids Group, I defined a Content Strategy practice from the ground up and worked with sales to incorporate it into RFPs and identify appropriate clients.

Within two months, Cantina secured three individual content strategy contracts: CEP, EstateSpace, and Intel.

My Approach

I earned EstateSpace's trust early, securing them as a content strategy client before expanding into full product design and launch support:

Content Strategy & Brand Development:

  • Established their brand voice and tone to resonate with high net worth individuals

  • Helped craft an early-stage CRM strategy to support customer relationships

  • Wrote UX/UI copy and email content that reflected their premium positioning

Product Discovery & Definition:

  • Facilitated workshops with the C-suite to explore the problem space and determine what product and features would deliver the most value

  • Guided leadership through prioritization decisions to finalize a feature list balancing user needs, business goals, and MVP constraints

Design & Development:

  • Designed EstateSpace's branding to appeal to their target market

  • Created early-stage wireframes for the MVP

  • Partnered closely with product to build out the roadmap for MVP launch

  • Worked in agile 2-week sprints with development and product teams to bring the platform to life

Impact

Through strategic content strategy, brand development, and comprehensive product design, EstateSpace successfully launched their MVP—transforming an early-stage concept into a focused wealth management platform with cohesive messaging and brand identity. The engagement showcased Cantina's expanded capabilities and contributed to establishing content strategy as a core service offering.