breather

For years, offices were sterile and uninspiring, while alternatives like hotel meeting rooms felt impersonal, and cafes were often too chaotic. Breather changed the game with beautifully designed spaces that encouraged productivity and creativity, located in vibrant neighborhoods across major cities.

When Breather set out to expand into 10 cities across the U.S., Canada, and the U.K., I joined to lead their Launch and Expansion. My mandate: design unforgettable launch experiences, build the business in new markets, and create a playbook to scale across all cities.

initiative #1

Launching a Local Movement

Relocating from NYC to Washington, D.C., I dove headfirst into the local culture—exploring neighborhoods, connecting with people, and understanding what made the city tick. Breather was starting from scratch, which meant rolling up our sleeves to do everything from assembling furniture to hand-delivering influencer kits.

We crafted “influencer swag kits” filled with local goodies, productivity tools, and invites to an exclusive launch party. Each kit was a love letter to the city, delivered personally to D.C.’s top lifestyle bloggers, tech influencers, and press. This hands-on, hyper-local approach wasn’t just marketing—it was a celebration of the city.

On the ground, I built partnerships with beloved local brands, pitched Breather’s vision at events, and formed meaningful connections with the tech, startup and political communities. By inviting them to experience the space firsthand, we turned curiosity into advocacy.

In 8 weeks, we went from a barebones construction site to a bustling space filled with the city’s top voices.

The Results:

Through affiliate deals, local co-branded partnerships, and strategic social campaigns we:

  • Reduced customer acquisition costs (CAC).

  • Built brand love that resonated deeply with local communities.

  • Established a thriving presence in new cities with lasting impact.