Lore

Lore is a fandom research platform designed to organize the internet’s chaos into something navigable by turning scattered theories, conversations, and cultural signals into structured paths for exploration.

As CMO, my role was to define how the Lore brand looked, but more importantly, how it felt. The approach was to build a universe in a way that made people believe in it before they ever used it. The result was an early-stage tech start-up, with not one, but THREE user-led fan accounts.

While operating in stealth, Lore activated growth campaigns that generated over 220 million views, converting early curiosity into a waitlist of 125,000+ users months before launch. In parallel, I worked with our graphic designers to build the Lore brand from the ground up, establishing a voice that felt warm, human, and intentional at a time when public sentiment around AI was rapidly deteriorating.

Rather than reacting to that shift, we anticipated it. We recognized that the backlash wasn’t against the technology itself, but against what it had become: low-effort, dehumanized output. We positioned Lore in direct opposition to that, creating a brand that felt aligned with culture instead of extractive of it.

Lost & Found: Lore’s emergence from stealth, Oct. 6, 2025.

That foundation carried through every outward expression of the company. I wrote and led the creative direction of our two launch campaigns (from pre-production through post) crafting a narrative that introduced Lore as an upscale, polished, and inherently human brand. These launch assets generated over 3.5 million organic views across all platforms, marking our transition out of stealth and into public awareness.

Close Your Tabs: Lore’s Beta Launch, March 3, 2026.

Alongside this, I built both our IRL and digital community presence, cultivating a Discord of over 12,000 members and hosting events that reinforced Lore as a space for shared obsession.

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