Feral MKT was built on a contrarian bet: most marketing fails not because it’s poorly executed, but because it was never meant to benefit the audience in the first place. Extraction dressed up as strategy. Audiences feel it instantly and go numb to it — the wall goes up, and the work becomes invisible no matter how much budget sits behind it.
The brand and content system reframes marketing around a single governing idea: intent-to-benefit. Every messaging pillar, every piece of content, and every visual decision traces back to that one question — does this genuinely help the person receiving it, or does it just perform helping? The visual identity carries the same logic into form: a glossy, toy-figurine plastic language — deep violet grounded by electric aqua and hot magenta — built to feel tactile and unguarded rather than polished into anonymity. Nothing hidden behind gloss for gloss’s sake.
The tone throughout is direct and unhurried, favoring argument over urgency. Content doesn’t chase attention: it earns belief first, moving the audience from noticing the problem to trusting the method to hiring it out. Real marketing isn’t louder. It’s honest enough to be heard.
As Co-Founder and Creative/Brand Director, I own the visual and experience-strategy side of Feral MKT — from foundational brand identity through the ongoing content and web production that brings it to life. I developed the brand’s visual language from the ground up, including the glossy plastic aesthetic system now used consistently across the website, Substack, and social content, and built the production pipeline (ComfyUI-based image generation and animation) that lets that system scale across dozens of assets without losing coherence.
A deliberate part of that visual direction was staying outside standard agency and corporate conventions — the safe palettes and interchangeable polish that make most marketing look, and feel, like everyone else’s. If the brand argues that real marketing has to be honest rather than performed, it can’t look like every other agency doing the performing. I treated that freshness as a credibility mechanism, not a style preference: the visual system had to earn trust before the copy made its case.
I design and produce hero imagery, social carousels, and web pages for feralmkt.com, translating each Substack article and CMS pillar into visuals that carry the brand’s argument rather than just illustrating it. Working alongside my co-founder Alex Serrano, who leads narrative and content strategy, I make sure every visual decision reinforces the same intent-to-benefit thesis the writing argues for — so the look and the argument are never fighting each other.
