Founder, Creative Director, Brand Director
Timeline: 2024 to present
Team: Solo + 2 perfectionist cats
Adonis Sugar Kitty is a media brand built around a diabetic cat.
It combines storytelling, health education, and merchandise for a global audience of cat parents, many of them managing feline diabetes with very little reliable guidance available to them.
I built this brand alone, from zero, and I run every part of it.
Community impact
A growing community across all platforms.
Scope of work
I'm writing this two years after starting the brand. I've learned so much along the way that I'm probably forgetting things I've done.
Brand strategy & identity
ASK is about really good cat living. Aspirational, real, raw, with an accent of comedy. The education is there when it matters, but the point is inspiring cat parents to advocate for their cats at any age.
1
Logo and full visual identity: color system, typography, brand applications, and a commissioned illustration library
Tone of voice: honest, raw, unscripted, with one rule underneath: everything delivers value, either entertainment or education. Within it, each of them has their own voice and editorial rules on screen: Adonis, his feisty alter ego Adonos ("a paid actor in disguise"), and Anabelita, our Spanish queen
Brand mission and values: inspire cat parents to advocate and self-learn, give their cats a great quality of life, and have fun doing it. Empathy first, and a lighter take on the senior years
Content production & direction
Everything we publish, from a 25-second video to a full article, starts from our lived experience (approved by our vet) or the result of hours of research based on our own case. Senior cat life keeps bringing new health chapters, and each one becomes new research before it becomes content. Never to tell people what to do, but to give them something they can use.
2
Daily short-form content: creative direction, filming, editing, audio cleanup, post
Directing method: I film unscripted, having a natural conversation with Adonis, then write his dialogue in post through subtitles. Subtitle length is matched to the duration of his actual meows so every line lands on the timeline and it feels accurate
Long-form YouTube: script, storyboard, filming, editing, post, animation, plus A/B testing on titles and thumbnails
Community & audience
Community management: direct and daily, DMs and comments answered myself, with content ideas coming straight from the audience
Feline diabetes advocacy: a trusted voice built on lived experience
Community stories: a submission page and a published stories page on the site. Cat parents share their own experience, and it goes back out as part of the brand
Clear boundaries: I share what worked for us and what we've researched, never medical advice. Anything clinical goes back to their vet
Referrals: pointing cat parents to the right communities and resources when they need more than content
3
SEO strategy: search optimization across the brand's owned surfaces, with the blog as the engine
The Sweetened Blog: educational articles built from what we've learned firsthand, backed by research (FDA label data, veterinary sources, community input)
Content repurposing: videos rebuilt into educational evergreen articles, so the same knowledge exists in two formats and has more chances to reach the people who need it
Affiliate integration: affiliate links baked into relevant articles, with proper disclosure
E-Commerce
The merch line is where the brand becomes a product. I design every item following ASK branding, some built on photography, others on the commissioned illustration library.
4
Monetization & partnerships
Brand deals: pitching, concept, negotiation, revision rounds and brand communication, campaign delivery
Amazon Influencer storefront: onsite shopable video strategy, including navigating Amazon's content moderation to get medical care content approved
Affiliate marketing: region-split sourcing across US and EU. Analytics showed the US market converting strongest, so it gets the full focus rather than spreading thin across both.Decision based on time and numbers
Media kit: hosted on Beacons, pulling live platform data automatically
5
Systems & tooling
Every system here is trained on my experience as a creative, producer, motion designer, and storyteller. Nothing goes out without my review. Reviewing is faster than building from zero, and it's also how I know when a system needs updating. The tools speed up the work, the decisions stay mine.
6
Brand operations: dedicated project spaces for ASK HQ, brand deals, content, and websites, each with its own instructions, skills, and a Notion connector for tracking. Full overview, easy to jump back in at any moment
Custom skills: built and trained for voice consistency, blog formatting, and brand-deal workflows, trained on my own raw writing and brand values so the voice stays true
Editorial system: research support plus a repeatable HTML publishing format, so every article stays consistent with the library. I verify every source, push further into my own take, and polish. Each piece goes through 7 to 15 rounds of revision
Store admin automation: a year of running the Shopify store by hand is what made this possible. Two vendors and duplicated catalogs meant every task done twice. Trained on the full admin workflow through Anthropic's Shopify integration, nights of tedious admin now run in minutes
Motion system: text animation for long-form videos, trained into Claude Design. Key text treated properly, reinforcing the message without slowing production down
Storyboard tool: built while scripting a long-form video, to lay out a script scene by scene in one overview. It solved a problem I kept running into, so after using it across productions I opened it up to the creative community
Editorial & education
Shopify storefront: designed and built, self-taught
Print-on-demand operations: run through Printify, with products duplicated across two vendors:
One in the EU and one in the US.
Orders ship locally on both sides: local shipping prices, faster delivery, better conversion in the two regions where our audience is strongest.
The US store also ships worldwide, so the rest of the world is covered, at international rates and delivery times
Product page SEO: titles, descriptions, and collection pages optimized for search
Marketing campaigns: tied to seasons and key dates through the year
7
More than reach
Substantial engagement.
Benchmark for branded pet and lifestyle content is 1-3%. Ours runs 3% to 14%. That gap is the audience's connection to the brand.
3-14%
ENGAGEMENT ON BRANDED CONTENT
Top Brand Collaborations
Oatly
What started as various organic fan moments, turned into a Berlin HQ collaboration.
Community members reported they switched to or purchased Oatly directly because of the content.
This deal is the model for non-pet brand partnerships: unexpected category, genuine alignment, lifestyle crossover. Proof that ASK delivers conversion, not just views.
13.27%
Engagement Rate – FIRST WEEK
TAVO
Introducing TAVO’s crash-tested Hendrick Bag and stroller system.
Concept: safety-first travel gear framed through lived experience — Adonis and I survived a car accident when he was a kitten, which made TAVO's product genuinely meaningful, not just a spec sheet.
The carousel has a high comments volume and several DMs asking about the brand.
3.86%
Engagement Rate
The Better Cat
We presented the brand into Adonis's existing insulin routine.
Opening with the medical reality, transitioning into mealtime joy with their treats, mono-protein food, and appetite booster.
This is a brand integration format.
It reached an EU-wide cat parent community, with affiliate code for driving direct conversions.
14.35%
Engagement Rate
Beyond the metrics
Cat parents send these in through a submission page on the site. A few of them:
“Her glucose was 550 when she was diagnosed. My vet gave me a quick tutorial on injections and that was it. I was alone and terrified. With your channel I learned how to do glucose curves, how to chart and track her numbers. In July 2025 she went into remission and remains there today.”
— Claudia · Angelina Jolie, 16“I had no idea how to shoot, or the importance of low carb diets, or testing before each injection. Your videos really helped in the beginning. Most vets are so impressed with her spreadsheet, most have never seen anything like it. I've noticed many vets don't know a ton about diabetes, so having this knowledge is really important and helps others too.”
— Marissa · October“My old vet wanted to put her to sleep. I messaged the Adonis account quite a lot, and they made me feel more confident that I needed to find a new vet and to give other treatments a try. I can see she still has quality of life and it has improved since her last appointment with the old vet.”
— Renske · Minetje