Beach Island vibes + Organic Design - The perfect combination

Marilou is an exclusive Interior design & Exotique organic furniture Store that offers and promotes island vibe home products. Their mission? Fill up homes and businesses with a unique touch of freshness, elegance and tropic feel.

Outerpreneur’s mission? Help Marilou become a brand of its own, build a solid foundation for sales and brand recognition, and open new streams of revenue.

Our approach needed to be comprehensive and cohesive, impacting customer touchpoints from badge design to online experience and everything in between.


Build a Brand that Stands Out

The intentions were loud and clear, build an international Brand. The main objectives were to clarify the brand’s positioning and the customers they serve. Build an online sales platform centered in their audience


Rocksteady Decisions to Pave the Road for Success

Outerpreneur helped Marilou focus their brand and marketing strategy. This led to growth in online sales and get closer to their audience


The mission

Clarify the brand’s positioning and the customers they serve. Get a clear picture of the definition of who we are as a brand and why we do what do to achieve our mission.

The Outcome

Outerpreneur helped Marilou focus their brand and marketing strategy. This led to growth in online sales and get closer to their audience.

The impact

Marilou clearly knew who their core audience was and how to speak to them after the guide was handled. Their messaging framework created a manual in Lourdes’s team


We offered brand consultations, Brand strategy guides, visual branding guides, Ecommerece Website and Email marketing.


Brand Strategy


Lourdes Reyes

What We Did

Brand Strategy, UI/UX Design, Ecommerce website + Responsive Web Design for interior design projects, Extras: Accounting and production/  Inventory management solutions



Developing the strategy

Outerpreneur’s strategist, Alek, sat down with Lourdes in a conference call, to see craft the brand’s strategy. During the call, Alek surfaced the challenges the startup faced. In the process, they prioritized the needs and goals of the business and its audience. This became the foundation for the branding and marketing plans for Marilou.

Audience persona

Ocean enthusiasts


Concious buyers

The explorer

The ruler

The artist

The innocent


Understanding the users

Conscious consumerism is a mission. To understand the needs of these customers, we created unique user profiles to represent the range of potential customers. We had first to understand the different products offered and their different audiences. This painted a clear picture of their demographics, psychographics, needs and wants.

Defining the brand

Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act.


Understanding what Nextouter’s brand values are and who they are a champion for, helped define the positioning statement of the organization. This set the tone for everything created for the brand’s development.


Brand substance

We started by using the brand as a belief system for the impact that they are going to have in their audience’s life. Aside from the commercial intent, we needed to define why we do what we do, what cause can our brand contribute to, that could positively impact someone. In this section, we defined what was the brand’s mission and vision.

Communication framework

After defining our audience and brand substance, we needed to set the tone and message the resonates with the audience. We developed a modern storytellinging formula, a primary and secondary message, a hook, tagline, affective messaging characteristics and an effective framing technique for endless content.

Visual identity

After we have packed all the strategy work, we designed and developed all the elements to drive home the overarching message and help resonate with the audience.

Brand persona

The creator

The muse

The everyman

The explorer

Branding visuals

Outerpreneur developed an entire identity system to make sure every customer touch-point reflected the brand. The visual branding process included creating the logo, introducing a color ocean color palette, a typeface, image style, and ocean lifestyle-inspired design elements. This created a cohesive experience and atmosphere for both the physical event and its digital extensions.







Implementing Our Partners

As Shopify and Klaviyo partners we worked closely to deliver outstanding work that was focused on audience archetypes and brand persona. We used wireframes to make the User experience very customer-oriented. We also used High-performance themes with fast rendering and quality design for a great UI experience. Inventory, accounting and production software were also implemented in this project to ease everyday operations.

AJAX Loading

Fast and seamless experience

Rapid Sales

Optimized for conversions

UI Design

Responsive design for every platform

Quality Assurance

Quality systems, apps & integrations



Strategy Sessions

Through multiple sessions with Lourdes, we did a Brand intense presentation and a Brand brief so we could gather all the information together.

Brand Master Roadmap

This is the outcome of all the strategic sessions and is the guide that brought Lourdes brand to life. It represents a solid foundation of substance right through its humans personality, communication framework and visual appeareance.

Brand development & Visuals

Audience research, Positioning, Messaging, Logo, Color palette, Web design, Image selection, Email e-commerce setup
Lourdes Reyes

Beach lifer, Designer and Entrepreneur

Lourdes has a passionate need for self-expression, to be a cultural pioneer. She is highly imaginative with a developed sense of the aesthetic. She likes to challenge herself and get out of the comfort zone. She moved to Costa Rica where she started her new venture: Marilou

What Does She Do
  • Interior designer
  • Food enthusiast
  • Travel
  • Beach life
  • Entrepreneurship
  • Everything about design
  • Yoga and wellness
  • Spend time with family

The Goal

The main scope of this project was to support Lourdes to build her brand. Her main goals were the following:

  • Build a sustainable brand according to her beliefs
  • Define strategy and clarity
  • Develop a brand purpose
  • Define a message framework for her audience
  • Build brand visuals

If you wish to make an apple

pie from scratch, you must first

invent the universe.

The Gap – Rising action

Lourdes is a very busy entrepreneur. In addition to entrepreneur woman, she is also an Interior designer. She is managing multiple projects at the same time and doesn’t have much time to think about the business itself. With a busy calendar, she never had time to think about things with clarity. Her business required some strategic thinking + some development skills and expertise that she didn’t have.

The Gamble – Climax

Lourdes then scheduled multiple calls and we both rapidly found the important touchpoints for her brand. After hours of meetings, where we defined goals and the mission, we were confident we could help her and elaborate something that could help her and Marilou become the brand it deserves to be.

The gain

After a long research and complete competitors analysis, we moved to action. We crafted a Brand Master Guide with all the brand substance workbooks, a complete communication framework and positioning. We then started to work on the visuals such an e-commerce, logo, palette. The brand now has a solid foundation and all the ingredients to succeed. The Brand Master guide has become the backbon of Marilou and it helps Lourdes to structure everything he does in business down to developing content and conducting decisions in everyday life.

A global sales platform that is scalable

A website that sells worldwide and is ready for more power

A purpose-driven mission to believe in

We helped Jonas to put his beliefs in his brand's mission

An effective communication framework

Message and story framework to bring audiences closer

An brand internal code for the team

Every step in the startup is natural and is aligned with the brand's values

I had been really struggling with building a strong foundation for my brand and I knew I had wasted too much time and money trying to figure it out on my own. So, I decided it was time to hire a pro.

Then came Alek. Alek had an extraordinary ability to take my random ideas and package them in an intelligible direct manner. Through the whole process, I felt he was really attentive to what I was saying and gave clarity to my thoughts and produce precision like direction through his feedback.

I couldn't be more happy with what we created and I feel I got a lot more value because I learned just how to approach every single decision I make through his brand Strategy guide plus building my own e-commerce store. I'm eager to see what other work we can do together!”

Lourdes ReyesMarilou
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