The ABE Project
Grounded Growth: ABE’s Path to Purposeful Digital Presence
Quick-Start Content Plan | Audit to Action Service | Brand Messaging Consultation
Labhrás Quigley is a trusted name in the Death Doula space, who envisions transforming end-of-life care and information accessibility through two interconnected entities: AbeCare and The ABE Project. Both initiatives aim to address major gaps in end-of-life support, education, and accessibility, with a particular focus on inclusivity and digital-first solutions. Having just launched AbeCare, a virtual clinic for end-of-life care, Labhrás (or Lar, as he’s known) approached us to help deliver a focused and practical content roadmap to bring The ABE Project online with intention, clarity, and impact.
The ABE Project: a mission-driven approach to end-of-life care
The biggest challenge: overwhelm.
It’s not easy launching a brand alone.
ABE (A Beautiful Ending) is a warm, community-rooted initiative created to support individuals navigating the end-of-life journey, whether their own or that of someone they love. With a particular focus on ensuring inclusion for S2LGBTQIA+ communities and other marginalized groups who may lack traditional support systems, ABE offers a gentle, intentional approach to death care. Equal parts spiritual and grounded, Lar’s vision for ABE blends poetic, artistic expression while offering free grief and planning resources, doula connections, and gentle guidance through life’s most tender transitions. Incredible, right?
So when we dug into the project, we knew ABE had a thoughtful vision, a logo, and a strong grassroots presence. And Lar knew that his next step was to set up a beautiful website and content channels that fully expressed his vision. But he wasn’t sure where to start. We knew we could help.
The challenge, we realized, was to understand Lar’s short- and long-term vision for The ABE Project, and then work with him to identify both the content they’d need to create for launch, and for future growth. Our role, we realized, was to help bring ABE online with clarity and purpose, visualizing the site’s critical ready-for-launch content, and building a content strategy (as well as a clear tactical month-by-month plan) that would enable ABE to share its offerings with its most important audiences.
Together, we set out to create a clear, compassionate, and actionable roadmap to help guide ABE toward an intentional and aligned launch.
We combined our Audit to Action and Quick-Start Content Plan services to develop a crystal clear plan of action for web and content marketing.
The Audit to Action Service
We began our work by conducting a comprehensive Brand & Worthy Rivals Audit, analyzing ABE’s competitors and model brands, and identifying their unique positioning within the end-of-life care space. Our takeaway was a focused ‘Next 10 Tactics Checklist’, prioritizing the tasks we knew Lar would have to tackle, in sequence, to move his content and website closer to his brand vision. Our audit included our analysis and insights, plenty of inspiring examples from other brands (with easy suggestions for how Lahbras could stand out with his own content), and prioritized next steps.
The Quick-Start Content Plan
The audit enabled our team to quickly develop an understanding of Lar’s brand, and his competitive space — so we could begin to develop strategy for content and website presence. With this understanding, we collaboratively developed a 3-month roadmap which clarified ABE’s business and content goals, fleshed out the needs of his key audiences, and set out strategies for messaging and content formats, along with diving into the content architecture of the website itself.
But strategy is nothing without clear action, so we also itemized, month by month, exactly what Lar and his team would need to create and do in order to see his vision come to life.
We were proud to deliver both clarity and a new sense of confidence that this project could get done.
Lar ultimately came away with competitive insights, practical next steps, story pillars and messaging, and a clear 90-day roadmap to launch. We prepared for him:
Competitive Audit & Insights
A comprehensive assessment of ABE’s aspirational and direct competitors, looking at their social platforms, resources, websites, blogs, and podcasts. From our research, we were able to provide clear recommendations for how ABE could differentiate its brand from others, and create powerful content on all the right channels with clarity and consistency.
OKRs and Audience Segmentation
While ABE had already outlined clear and well-researched audience segments, we took their existing personas a step further to determine their specific content needs, wants, and objectives, allowing us to empathetically envision the kinds of content to meet ABE’s stated OKRs (objectives and key results).
Story Pillars and Key Messaging Themes
Based on conversations with Lar, and from our research, we identified ABE’s most important story pillars and messaging themes to highlight ABE’s expertise in end of life care, as well as their inspiring mission to create inclusive, kind, and informed spaces to acquire resources and support when faced with end of life. These pillars and themes will, in future, inform ABE’s content planning, providing clear guidelines for the kinds of content to connect best with their specific audience.
Website Architecture
With an understanding of the types of content that’d resonate with ABE’s audience, we drafted a site architecture, including content outlines for each page, so that Lar could envision the content he’d need to create for launch, as well as for audience growth post-launch.
Channel Plan
We further provided recommendations about the key channels ABE could use to meet its goals, engage its audience, and stay true to its mission and vision, providing examples of the content formats that would work best for each. This included actionable recommendations for using each recommended platform to express his brand values and stories.
90-Day Content Plan & Roadmap
With a vision for what ABE’s site would look like, we then helped to map out exactly what would need to be done, and the content created, prior to, leading up to, and immediately following the brand launch. The format: a 90-day Roadmap detailing the exact order of practical steps he needed to take to prepare for launch, from suggested website copy and design, to launching his social media pages, to content formats, suggestions for efficient production, and publishing schedules
And the outcome? From compelling vision to purposeful visibility
As we write, the website for The ABE Project is under development, and Lar and his team are ‘working our steps’ to get the content ready for launch.
Lar told us that the accessibility of the services (both speed and budget) allowed him to undertake this project with greater clarity and confidence. The key outcomes included:
- A strengthened brand voice thanks to clear messaging reflective of the brand’s values and Lar’s expertise
- Knowledgeable recommendations: We delivered a research-based strategy and experience-backed guidance on how to execute on that strategy
- Visual design insight about best content formats and ensuring that brand values show up in content
- Community Connection: We provided human-centered content ideas to foster trust and engagement, bringing ABE closer to the clients and collaborators they most want to work with.
A huge round of thanks and a big hug to Lar and the ABE team who are just about to launch. We’ll be there to celebrate. 🎉
This project was a sheer delight from start to finish. Lar is a generous, kind collaborator and just a beautiful human. The world needs his work.
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