Goose — HUNTER BELL

Concept to Launch · Brand Identity · Launch Strategy · Community Building · Creator Partnerships · Product Strategy

I joined Goose at the concept stage, before there was a product. I was one of three people who spent a week on a remote island building the first version of the app, and I helped define the product thesis and go-to-market plan that took it to a national launch in June 2026.

I led the brand identity, including the voice, visual direction, and the positioning line "wave, don't match." For the US launch we prioritized New York, Los Angeles, and Miami and rolled them out in phases with city activations, creator collaborations, and community events. Before launch, I recruited the creators, hosts, and early members who filled the wait-list, and that group became the app's first cohort of users. I also worked with the product team every day, bringing community feedback into decisions on profiles, the live map, and open messaging.

Goose launched in June 2026 and earned national press coverage. In its first five weeks, the app reached 150,000 signups and 35,000 social followers.

Goose

Founding Team Member, Head of Community & Brand Marketing