Co-founded a sustainable aquaponics and rare plant business with my husband Noah. I led the brand, digital infrastructure, and content and social presence across every platform.
The Drain Florist is a sustainable aquaponics and rare plant business I co-founded with my husband Noah. Noah runs the growing operation. I led the brand and marketing side: the website, the analytics infrastructure, and the content and social presence across every platform.
The business is in its early stages, focused on education and community building while we work toward a larger operation on agricultural-zoned property. The content strategy reflects that: show the work, grow the audience, build the brand that will be there when the product is ready.
What I did
Collaborated on brand identity including logo and visual system
Built and configured the Shopify website
Website analytics and tracking setup
Set up social presence across Instagram, YouTube, TikTok, Facebook, and LinkedIn
Content strategy and social copywriting
The name came from the aquaponics setup. The drain is where everything cycles through: functional, unglamorous, and essential. We leaned into that. The Drain Florist is about growing things in unexpected places, with systems that sustain themselves.
Noah and I developed the visual identity together: clean, nature-forward, with enough character to stand out in a space that tends toward either overly scientific or overly aesthetic. The logo, color palette, and type system were built to work across Shopify, social, and print.
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Before we could show up online, everything else had to exist first. That meant business formation, project management systems, content planning frameworks, the Shopify store, and website analytics. I handled the operational and digital setup so Noah could focus on the growing operation and we could both focus on building the brand.
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The content strategy for this phase is focused on education and community building. The shop launches when the operation scales. Right now the content shows what aquaponics looks like, what we're learning, and why it matters. The audience we're building now is the one that will be there when the product is ready.
Education
How aquaponics works, what we're growing, what we're learning. Content that makes a niche topic accessible and genuinely interesting to people who've never heard of it.
Behind the Scenes
The real process of building a sustainable growing operation from scratch. We show the setup, the failures, and what it takes to make this work.
Community
Connecting with other growers, plant people, and sustainability-minded folks. Building the network that makes this more than just a business.
The current operation is a working prototype, a proof of concept for the larger build we're planning when we have the right property. These are photos of the system, the plants, and the work in progress.
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The goal is agricultural-zoned property, a full aquaponics operation, and a brand that's been building its audience the whole time. The infrastructure is in place. The community is growing. The next chapter is when it all comes together.