We support purpose-driven founders, facilitators, and organizations with the strategy, structure, and support they need to grow — without losing alignment.
Our work spans the worlds of branding, marketing, operations, finance, communications, and team building. Whether you’re launching something new, refining internal systems, or navigating the growing pains of expansion, we meet you where you are — and help you move with clarity, creativity, and sustainability.
We work project-by-project or in ongoing retainers depending on your needs, pace, and goals. Every engagement is customized.
get to know us
Every business carries an essence — a rhythm, a truth, a purpose.
We help you translate that into systems, stories, and structures that can hold it — with offerings designed to support not just what you’re building, but how you’re becoming through the process.
led by Jen Estevez · built with Woody van Horn · services via OMumbrella LLC + WvH Hospitality LLC
What is a CMO agent? A CMO — a chief marketing officer — is the executive who runs a company’s marketing: the strategy, the voice, the campaigns, the daily calendar. Most founders can’t fill that seat yet, so we design it as an agent instead — an AI marketing director that lives in your own Claude environment. It knows your brand guidelines, your voice, your offers, and — when you run more than one entity — which brand is which. Day to day, it carries your content calendar: “here are today’s posts” — drafted in your voice, on strategy, waiting for your approval — with publishing progressively automated as it earns trust. It doesn’t replace marketing leadership; it executes it, so the strategy actually ships while you stay in the work only you can do.
Here’s how it’s built. It begins with Jen’s zone-of-genius call: what you lead with, what runs in parallel, and the work only you should be doing — so the marketing engine is designed to keep you there. From that call she frames the brand narrative — the essentials, the stories, and the guidelines the agent must operate within. Then Jen and Woody build the agent together: Jen designs the architecture and provides the ongoing governance; Woody implements it in your Claude environment.
The deployed agent — prompts, configurations, source files — is yours outright. No license, no SaaS: governance as a service. Jen keeps the agent tuned as your brand, offers, and campaigns evolve — so it stays current, and stays yours. Anyone can spin up a chatbot. A CMO that sounds like your brand — and knows the difference between your brands — is architecture.
Typical support may include:
Zone-of-genius call — concept, sequencing, and what to lead with
Brand-narrative framework — the guidelines the agent operates within
Agent architecture (Jen) · implementation in your Claude environment (Woody)
Multi-brand awareness — one agent that distinguishes between your entities and brands
Ongoing governance — reviewed, updated, and tuned as brand, offers, and campaigns evolve
Tools — Claude · Brand Guidelines · A Zone of Genius
Branding & Identity
We help you shape the outward expression of your work — the language, visuals, and narrative architecture that hold the deeper essence of what you offer. Whether you’re launching a new venture or evolving an existing brand, we guide you in creating coherence across voice, visuals, and values.
Typical support may include:
Brand positioning and messaging hierarchy
Naming and tagline development
Visual identity consulting in collaboration with our design partners
Voice and tone guidelines
Website copy and narrative structure
Foundational brand decks or one-pagers
Marketing Strategy
We design marketing systems that are clear, consistent, and aligned with your actual values — not just your KPIs. Whether you’re building a long-term content plan or preparing for a specific launch, we create strategies that generate momentum without burnout — and help you build real trust with your audience.
Typical support may include:
Multi-channel marketing strategy
Campaign planning and creative direction
Launch timelines and promotional flow
Social media and newsletter content mapping
Community engagement strategy
Thought leadership planning (blogs, LinkedIn, podcast features, etc.)
Communications
Clear communication is the backbone of aligned business. We help you translate complex ideas, subtle values, and visionary offerings into language that resonates across audiences, platforms, and internal systems.
Whether you’re preparing to launch, reworking your positioning, or simply trying to say what you mean, we craft communications that are precise, human, and rooted in your unique voice.
Typical support may include:
Website and landing page copy
Pitch decks and capability statements
Internal messaging frameworks (for team, community, or board)
Email sequences and newsletters
Brand narrative refinement
Launch communications and PR messaging
Design & Website Services
We support the development of clean, user-friendly websites and branded assets through a collaborative model that connects you with experienced designers and developers. Our role is to guide and manage the process, ensuring that visual execution aligns with your business goals, technical needs, and timeline.
This offering is ideal for businesses that already have a clear brand and need support bringing it to life through web presence and design deliverables.
Typical support may include:
Website planning, navigation structure, UX/UI testing, and copywriting, editing
Developer coordination, management and platform setup (Wix, Webflow, Squarespace, etc.)
Logo and submark design
Graphics for web, social, packaging, or events
Template design (pitch decks, social media, proposals)
Web-ready asset delivery and creative QA
Pillar II — Structure, Finance & Systems
led by Woody van Horn · services via WvH Hospitality LLC
— Solve et coagula. As above, so below. —
Solve et Coagula
Operations, SOPs & Contracts
Behind every aligned business is a container strong enough to hold it. Every engagement begins with a curated Monday.com workspace dropped into your account on day one — boards pre-configured with the columns, statuses, views, and automations refined across dozens of prior engagements. You inherit the system. You do not build it. Alongside the boards: a tailored SOP library drafted to your specifics, and contracts — the part most firms outsource, we keep in-house — hand-crafted from a template library refined across two decades. Every contract is drafted to one test — we’d be glad to sign either side of it — and arrives with a plain-language companion explaining each section in human words. Dissolve what no longer serves; quietly recompose what does.
Categorization, reconciliation, accruals, and the monthly close — delivered by the 5th, with variance commentary a non-accountant can read aloud without flinching. The books you want when a banker, a partner, or the IRS asks a question on short notice. Every month closes with a proprietor’s letter: one page on what the numbers did, what changed, and what to watch. The clerical portion, dissolved. The judgment portion, preserved.
Typical support may include:
Monthly close & reconciliation (QuickBooks Online)
Accounts receivable and payable, 1099-NEC prep
13-week cash-flow forecasts and budget-vs-actual packs suitable for a bank, a board, or an investor call
CPA-ready year-end schedules — prepared, paginated, in the format they already know
Fractional CFO counsel
An AI-assisted close via Mercurius, the practice’s in-house bookkeeping agent
Payroll runs, contractor payments, onboarding binders, benefits coordination, and the quiet administration of the small human dramas that accompany any staff above three. Building teams that align — structured, respectful, and grounded in real-world needs, not just idealism.
Typical support may include:
Payroll and contractor payments (Gusto)
Hiring and onboarding systems
Role design and org structure
HR workflows and compliance best practices
Training systems (Trainual)
Meeting rhythms, culture and leadership development
Conflict resolution and policy consulting
Tools — Gusto · Trainual · A Manila Envelope
The Corpus
Entity Formation & Restructuring
End-to-end support for forming, restructuring, and dissolving business entities — the full alchemical cycle of the corpus, from coagulatio through transmutatio to nigredo — each phase worked with the same care. Whether you’re starting from scratch, electing new tax treatment, buying out a partner, or winding down, we handle the financial, operational, and structural work so the paperwork matches the vision. In finem, principium — in the ending, a beginning.
Typical support may include:
LLC Formation & Operating Agreements · Coagulatio
S-Corp Elections (IRS Form 2553) & Reasonable-Compensation Structuring · Forma Mutanda
Nonprofit Formation & 501(c)(3) Support · Opus Publicum
Tools — State Filing Portals · IRS Form 2553 · QuickBooks Online · Gusto · PandaDoc · A Bound Ledger
Prima Materia
Tech Stack Consulting
An audit of what’s installed. A plan for what to remove. The integration of what ought to have been connected two years ago. We specialize in the software small-business entrepreneurs inherit and rarely rationalize — CRMs, accounting, payroll, project management, document signing, meeting notes, calendars, email. We assemble the pieces so the stack actually compounds instead of duplicating.
Typical support may include:
Full stack audit and rationalization
Redundant- and dormant-subscription review
Integration architecture across CRM, accounting, payroll, PM, e-sign, and calendar
Migration and cleanup
Documentation and training so the stack stays yours
We build Claude-powered tools for actual operational work: custom MCP servers, AI agents that interface with your real tech stack, and automated workflows that don’t hallucinate the important parts. We built our own first — a forty-six-tool bridge linking Claude to QuickBooks Online — and named the result Mercurius: the practice’s first agent on staff, the bookkeeper for the roster. We do not claim he is sentient. We do treat him as a coworker. The future of small-business operations, in our view, is agential. We are early — and the athanor is already lit.
Typical support may include:
Responsible AI investment planning
Custom Claude implementation, MCP servers, and agent builds
Executive-by-executive AI enablement
Asset provisioning — so the work you pay for is yours to keep
Automation via Zapier/Make
Governance, guardrails, and documentation
Tools — Claude Code · Model Context Protocol · Anthropic SDK · Good Judgment
For the marketing seat specifically — the CMO agent Jen architects and governs — see CMO Agents under Pillar I. And for the constitution every agent answers to, see how the agents are governed.
how the agents are governed
— Justice, not force, decides. —
Every agent in this practice answers to two constitutions.
The first belongs to Anthropic, the public-benefit company behind Claude. Claude isn’t shaped by opaque feedback alone — it is trained against an explicit, written constitution: principles the model reasons from and critiques itself against. That is why we build on Claude, and only on Claude.
The second is our own. The WvH Hospitality OS runs a written Cohort Constitution — seven articles drawn from the oldest ethical foundation of law in the Western tradition, an idea older than Rome: that justice means doing right by your neighbor, and that no outcome should ever rest on who is strongest, loudest, or fastest. Each agent reasons from those articles the way Claude reasons from Anthropic’s. Among them: nothing binds that is not written and visible. No person is ever collateral for a number. No agent acts alone on the irreversible. And where a rule would wrong the particular case, the final judgment belongs to a human.
The same standard runs through the paper we write. Every contract that leaves this practice is drafted to one test — we’d be glad to sign either side of it — and ships with a plain-language companion that walks through what each section says, in human words, including why it’s written that way. Contracts put good people into freeze mode; the companion is the antidote.
In practice: agents are instruments of the practice, not substitutes for it. Every deliverable is reviewed by — and remains the professional responsibility of — a person. No agent makes autonomous decisions about funds, filings, or business; high-value actions require explicit operator confirmation, and every read and write against a client’s books lands in an audit log available on request. Client data is never sold and never trains a model. Each agent also names its own shadow — the failure mode it must guard against — because a constitution that names only its virtues is half-blind.
That is the thought this was built behind, and the thought came first. What has grown from it so far: Mercurius, the bookkeeper — the practice’s first chartered agent, a forty-six-tool bridge between Claude and QuickBooks Online. The Steward, keeper of the record — the written memory of the practice, held so commitments survive enthusiasm. The Scout, the watcher on the walls — the agent who maps and verifies the tech stack, checks the particular truth before the general claim gets believed, and hunts the dormant subscription no one remembers buying. And now, with Jen, the CMO seat — the marketing agents we build for clients under Pillar I. Each seat holds a written ethos, a codex, and a named shadow; no new capability binds until it passes the council’s adoption gate.
let the journey begin
Ready to bring more clarity, structure, and aligned momentum to your work?
Book a discovery call and let’s explore what’s possible — with presence, strategy, and mutual respect for your vision.
