Our Work

Strategy That's Been Tested, Then Made Personal

Before Steele Compass, this approach was proven inside some of the biggest brands in the country. Today, it's grounded in helping visionary founders build businesses that align with who they really are.

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Fortune 500 Experience

Brand Strategy, Battle-Tested at Scale

Before Steele Compass, Dr. Steele spent years leading brand strategy inside some of the most recognized companies in consumer goods — Nestlé, Kraft Heinz, PepsiCo, and Hallmark. She owned P&Ls, led cross-functional teams, and built strategies that moved real numbers, for real brands, at real scale. That same rigor — insight-driven, no fluff, built to perform — shows up in every strategy Steele Compass builds today.

Baby food jars on a grocery shelf, representing portfolio strategy work

Gerber: Reclaiming Relevance in a Shifting Market

Challenge: Gerber was losing ground to homemade baby food trends and competitors seen as more current, while a crowded, confusing lineup made it hard for parents to know what to choose.

Approach: Rebuilt the portfolio around clear feeding stages, added culturally relevant new flavors, and brought in trusted experts to rebuild confidence in the brand.

Result: A simpler path to purchase for parents and a portfolio built around how families actually feed their babies.

Bold-flavored snack chips styled for a sports and culture moment

Doritos & Ruffles: Bold Flavor, New Arenas

Challenge: Two iconic snack brands needed to stay culturally relevant to a new generation without losing what made them iconic in the first place.

Approach: Extended Doritos into new eating occasions through quick-service restaurant partnerships with Taco Bell and Papa John's, and paired Ruffles with NBA athlete collaborations and limited-edition chip deals to reach younger households.

Result: New occasions of use for Doritos, and measurable growth in relevance and reach for Ruffles among younger consumers.

Cream cheese styled as a modern, indulgent dessert moment

Philadelphia Cream Cheese: Future-Proofing a Beloved Brand

Challenge: A brand beloved by older generations was losing Millennials to private label — seen as their mother's and grandmother's staple rather than a modern indulgence.

Approach: Repositioned the brand around a multi-sensory, feel-it experience, backed by a full brand redesign — new visual identity and graphics across packaging and the brand world — plus a 360 campaign to bring it to life.

Result: 88% positive sentiment and measurable gains in brand buzz and household reach.

Grocery store breakfast aisle representing retail strategy work

Just Crack an Egg: Building Brand Foundations for Growth

Challenge: A new, convenient breakfast product launched with no clear identity, competing for space with sibling brands in the same portfolio instead of growing alongside them.

Approach: Defined the target consumer, clarified each brand's role in the portfolio, and built brand foundations from the ground up — then partnered with retailers to build a convenient breakfast destination in-store, taking a category-first approach to drive growth for every brand in the segment.

Result: Portfolio clarity that let sibling brands grow without cannibalizing each other, backed by a go-to-market approach built with retail partners, driving product trial and +15% increase in velocities

The Same Rigor, A Different Kind of Client

The brands change. The approach doesn't. Whether it's a global company or a founder building something from scratch, the work starts the same way — get clear on who you are, then build the strategy that reflects it. That's the same process we bring to every Steele Compass client, including the two businesses below.

Case Study

The Art of Storytelling

The Art of Storytelling (AOS) is a creative agency for authors, helping them build their reputation around the whole, multifaceted version of themselves, instead of niching down to fit a mold.

Before Steele Compass: AOS's founder had the calling and the vision — a creative agency built to help authors show up fully, not just publish a book. What she needed was the foundation to translate that vision into a brand and a plan: who she serves, how she's positioned against other author-services companies, and how to grow with intention instead of guessing.

What Steele Compass Delivered: A full brand foundation and identity — mission, values, voice, and positioning — plus a marketing strategy with clear priorities and a plan to build visibility with the right audience.

Positioning was the center of this work. Today, AOS is positioned as the creative coaching agency that integrates identity, strategy, and storytelling to help authors confidently lean into their "Be" and build a brand that reflects who they truly are.

That single sentence does a lot of work, naming the category, the method, and the outcome. It's the throughline you can see across everything AOS says and offers today, from their homepage headline down to each service description.

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"Working with Steele Compass gave me the clarity I didn't know I was missing in my business. Before working together, I could talk around what I do, but I couldn't say plainly who I serve, why it matters, and what makes The AOS different than the rest.

Steele Compass helped me name my client, sharpen my language, and finally put words to the gap I’d already been filling. What used to feel like a jumble of freelance level offerings is now a clear, confident business strategy I can stand behind. I walked away not just with a plan, but with language that allows me to articulate exactly who AOS— the brand, is."

Kelcey Anyá, Owner of The Art of Storytelling

The Art of Storytelling services grid, including marketing strategy and self-publishing

Case Study

The Convergence Lab

The Convergence Lab is a leadership formation and organizational effectiveness firm, founded by De Andra Judge — an organizational psychologist, leadership strategist, and researcher — converging faith, science, and curiosity to help leaders and the organizations they build grow well.

Before Steele Compass: De Andra had deep expertise across ministry, corporate, nonprofit, and government leadership, but needed a way to bring it all into one coherent brand. She was speaking to founders, pastors, corporate, and nonprofit leaders all at once, and needed clarity on how to position her work and say it in one consistent voice.

What Steele Compass Delivered: Brand foundations and DNA — mission, vision, and values — full segmentation across her four core audiences, competitive positioning, and a messaging architecture that unified her voice across every sector she serves. Paired with a marketing strategy to grow visibility and reach.

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"I've received tremendous feedback on the way I describe what I do. My brand positioning and direction is clear and powerful, a direct result from working with Steele Compass."

- De Andra Judge, Owner of The Convergence Lab

"A Place to Be, Then Become."

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