We partner with founders and leadership teams at moments of change, when the business has evolved and the brand has yet to follow. We sharpen positioning, define the narrative, and build brand systems that scale with the company.
Our team brings more than fifteen years across marketing strategy, editorial leadership, and creative direction, built at firms where precision and results were the baseline. That rigor shapes every engagement.
an opening note
Baxter & Co. closes the gap between what founders have built and what their brand
communicates.
The premise is simple. A founder who is clear on who they are builds a brand that says so, consistently, at every touchpoint.
Strategy first.
Brand forward.
Expertise
BRAND STRATEGY · REBRANDING · FOUNDER NARRATIVE · MESSAGING · VISUAL IDENTITY · CAMPAIGNS · CONTENT DIRECTION · SOCIAL PRESENCE
Every engagement begins with questions, the ones that give us a clear-eyed view of your brand's path forward and the challenges standing in its way. What follows is our five-step framework.
OUR APPROACH
Clarity first.
else.
Brand Strategy
We clarify your brand’s message: who you serve, what you stand for, and why it matters now.
01
03
Editorial Storytelling
We shape your founder narrative into stories worth repeating, across every channel.
04
Presence Management
We manage how you show up: consistently, intentionally, and in the right rooms.
05
Reputation Building
We build the trust that lasts, so your brand compounds long after launch.
02
Creative
Development
We build your creative system: the visual and verbal language that makes you unmistakable.
Then everything
"The most powerful move a founder can make is getting clear on who they are and ensuring their brand reflects it consistently, at every stage, across every touchpoint."
Rachael Baxter, Founder
Your story is the foundation of your strategy.
OUR PHILOSOPHY
"The most powerful move a founder can make is getting clear on who they are and ensuring their brand reflects it consistently, at every stage, across every touchpoint."
OUR FOUNDERS
Built for the moment you've outgrown your brand.
The brand feels off
You've grown, but something about how you show up doesn't reflect where you are anymore.
Visibility without clarity
You're putting content out but it's not attracting the right clients or converting the way it should.
Ready for the next level
You're entering a new market, raising capital, or repositioning and the brand needs to keep up.
Inconsistent presence
Different platforms, messages, and looks. The brand isn't telling one cohesive story.
The pitch doesn't land
You can explain the business in person but the website, deck, or content doesn't capture it.
Starting with intention
You're launching and want to get it right from the beginning — strategy before execution.
The business has moved forward. The brand hasn't caught up yet. If any of these sound familiar, you're in the right place.
