Guard makes premium custom blackout blinds, sold direct to consumer.

The founder found me here on Contra with a clear goal: make Guard premium, make it high-tech, and build a real brand around it, because an Instagram account on its own was never going to be enough. He told me up front to ignore likes and follower growth. In his view, Guard belongs in the biohacking world, next to the sleep tech people already trust.

I run Guard's social end to end.

Blinds are a commodity. People shop them on price and color, and most brands in the category post like a catalog: room shots, swatches, discount codes.

Guard costs more than that, and a premium price raises a question every buyer asks quietly before checkout: why should I believe this is worth it? A prettier feed does not answer that. Proof does.

Guard is the only company in the market that will refund your full order if any light leaks through the blinds, thanks to their innovative technology. We focused on this and on building trust through the content.

Become the authority on light and sleep

Eight Sleep owns temperature. Wearables own tracking. Nobody owned light.

I built Guard's content around that gap. Guard does not post about blinds. It publishes the science: how light at night affects melatonin, what darkness does for sleep. Each carousel takes one question, explains it in plain language, and links to the actual medical studies.

That does three things a product post can't:

It gives people a reason to follow a blinds company.

It makes the price feel justified before anyone sees it.

And it attracts exactly the buyer Guard wants

I have written about health and wellness on my own publication, which has passed a million views, and I have spent years doing social and branding for wellness brands. Guard did not need to brief me on sleep science or hire a researcher. I chose the topics, read the papers, and built the argument.

Editorial direction: I decide what Guard talks about and why, then research it, write it, and design the graphics around it.

Claims: No statistic goes on a slide until it traces to a published study. This way we build authority.

Visual direction: A dark, minimal design system. Put the feed next to a sleep tech company and it fits.

Voice: I wrote the document that defines how Guard speaks, which is used by the customer service team as a guideline when answering customers, and it is part of their QA process. The brand sounds the same in a carousel, a comment, and a support reply.

Reputation: Comments and DMs are the most-read copy a brand publishes. I set how Guard responds in public, and the support team owns the resolution.

New channels and partners: launched Guard's LinkedIn company page, and produced the content announcing Guard's HSA/FSA eligibility through Truemed, working directly with Truemed's compliance reviewer on the wording.

Execution: carousels, captions, and Stories across Instagram and Facebook, all produced by me so nothing gets lost between the strategy and the post. It just isn't the point.

My engagements start with a three-month minimum, because brand work takes that long to show. Guard renewed at the end of it, and the scope has grown since.

Guard now owns assets that outlast any single post: a position nobody else in its category holds, a documented voice, a visual system, a standard for what it will and won't claim, and a library of science-backed content that sets it apart from every competitor.

Founders of premium brands who already suspect that posting more is not the answer.

If you need someone to fill a content calendar, I am the wrong hire, and you can find that for less.

If you need someone to decide what your brand should stand for, prove it, and carry it through every place a customer meets you, that is the work I take on, for a small number of brands at a time.