Founder

Julie Castro

My work centers on helping people clarify what they’re actually trying to say, then building the structure that allows it to land.

After two decades working inside the New York City beauty and wellness industry, I saw firsthand how much invisible labor goes into making things look effortless. I became the person people turned to when they felt overwhelmed by visibility, unsure how to explain themselves, or exhausted by trying to “keep up” online.

Today, I work at the intersection of narrative strategy, digital structure, and creative execution. That might look like shaping a brand’s voice, designing a website that actually reflects the person behind it, or setting up systems that make communication feel manageable instead of draining.

The throughline is always the same: clarity first. From there, everything else becomes easier to maintain.

I work independently, based in New York City, and collaborate closely with clients whose work is thoughtful, purpose-driven, and meant to last.

How I Work

Every project starts with a conversation. No two clients need the same thing, so nothing here is packaged or one-size-fits-all.

Some people want help setting up their digital presence so they can manage it themselves. Others want ongoing support. Some need a website rebuilt from the ground up. Others need help finding the words that already exist but haven’t quite landed yet.

My role is to listen, ask the right questions, and build systems that support your work without demanding constant output.