Honest guidance for brands built from the heart.

Brand clarity, storytelling, and direction for the founders who shape community — overland and outdoor companies, craft food & beverage makers, and mission-driven nonprofits.

You didn’t build your brand to become another polished, corporate clone. You built it because you gave a damn — about the craft, the community, and the culture.

I help founder-led brands grow without compromising who they are. Together, we cut through the noise, sharpen your story, and build something people feel in their bones.

What I Do:

I help founders get clear on who they are, what they’re building, and how to move forward without losing themselves in the process.

When everything feels muddy, scattered, or overwhelming, I make it simple to understand what matters and what doesn’t. Here’s what that looks like in real life:

Clarify your brand’s center
Your story, your values, your point of view, your difference — the core that everything else depends on.

Identify what’s working and what’s quietly holding you back
Confusing positioning, mixed messages, weak product storytelling, unclear customer focus, or internal drift that pulls you off course.

Build direction for where you’re heading
Not a marketing plan. A map — story, audience, focus, opportunities, and clear next steps.

Make your communication make sense
Website, emails, product pages, social, and community presence — aligned, simple, and consistent so people immediately understand who you are.

Strengthen how your brand shows up in the real world
Events, demos, partnerships, community building, content — all rooted in who you actually are.

Support you as a founder
A steady guide – someone who knows your world and helps you make decisions without the noise.

Coastal cliffs with waves crashing onto a sandy beach, overlooking the ocean under a partly cloudy sky.

Clarity gives us the compass. Then we build the story, the strategy, and the presence that makes your brand impossible to ignore.

The Work

  • A narrow dirt road winding through a dense forest of tall evergreen trees. A black suv is driving down the road, which has a slight curve to the right. The lighting suggests it is late afternoon or early evening.

    Brand Clarity & Storytelling

    Say the thing only you can say — and say it clearly.

    Your story already exists. You’ve lived it. I help you articulate it in a way people can feel – on your site, in long-form writing, across social…anywhere your brand speaks.

    This can look like rewriting your brand or website copy, developing long-form editorial pieces, shaping your social content and voice, or helping you tell your founder story in a way that builds connection. When you need the words but don’t have the time, I can step in as your ghostwriter.

    Clear, honest storytelling builds trust — and trust is what keeps people around.

  • Looking from inside a tent through the door and seeing a green forest

    Trail-Built Growth Strategy

    A clear, grounded path for founder-led brands.

    Most strategy is noise. What you actually need is clarity — the kind that brings your brand back to center and points you toward the right terrain.

    I help you sharpen your identity and message, understand your audience through real culture (not trends), and refine your positioning so it is unmistakably yours. We’ll look at your content, your community, and the decisions in front of you, and build a direction that feels honest, simple, and actionable.

    With a clear center and a grounded plan, growth stops feeling chaotic and starts feeling possible.

  • Group of people sitting around a campfire at night under a starry sky, with a field of tall grass or corn in the background and chairs around the fire.

    Immersive Brand Experiences

    Create moments people feel — and remember.

    Your brand is more than a booth or an activation. It’s the way people experience you in the real world. I help founders design and shape those moments so they feel honest, human, and unmistakably you.

    This work includes how your brand shows up at events, the concepts behind activations, pop-ups, and field demos, and making sure every touchpoint carries your story. We build experiences people talk about because they can feel the heart behind them.

    In the end, you walk away with something simple: a presence that builds trust and makes people remember why your brand matters.

Let's Talk

The Path Ahead

I’ve spent the last 15 years inside the overland and outdoor world — building events and community, shaping stories, working shoulder-to-shoulder with founders, and watching brands find their footing or lose their way. I’ve seen what feels lived-in and what feels manufactured. I’ve seen the moments where a brand connects, and the moments where it quietly drifts off course.

Here’s what I know:

Most founder-led brands don’t need a louder megaphone. They need a clearer center.

While overland and outdoor culture shaped my roots, I also work with craft food & beverage makers and mission-driven nonprofits — any founder-led brand built around real craft and real community.

I help founders articulate who they are, what they stand for, and where they’re heading — then build a story and direction that actually fits the way they’re built. It’s not about polish. It’s about truth, craft, and connection that lasts.

If your brand was built with heart — and you want your growth to reflect that — we’ll work well together.

Let's Talk

Anthony Sicola

I’ve spent my life in motion — following surf breaks, backcountry trails, and long stretches of highway. It started in a Jeep camper as a kid and carried me through 40 states, across Europe and the UK, into Mexico and India, onto chicken buses on cliff edges, and into the Himalaya on a motorbike. I even once talked a Carabiniere out of a ticket in Florence.

The road taught me to read people, trust my gut, and keep going when the path disappeared.

My early years were rooted in the outdoor world — surfing, mountain biking, traveling, spending most of my time outside. But the part of me that cared about the people as much as the landscapes pulled me into community and nonprofit work. I spent years there, learning what real impact looks like and earning a master’s degree in nonprofit leadership along the way.

Community work eventually led me into tech, but even there my work centered on nonprofits — helping teams trying to do something that mattered.

Over time, the two sides of my life — the outdoors and community — came together in the overland world. I spent more than a decade helping build stories, content, community, and later a foundation dedicated to giving back to the places and people who make this culture possible.

Through all of it, I kept meeting the same kind of founder — someone who cares deeply about their craft, their team, and the community that shaped them.

I started Feral Soul Collective for people like that. For the builders. The ones who give a damn about what they’re putting into the world. Today I work with outdoor and overland companies, craft food and beverage makers, and mission-driven nonprofits — anyone building something honest, useful, and rooted in real human connection.

My work is simple: clarity, story, direction — helping your brand grow without losing the soul that made it worth building.

If you’re building something with heart, I’m here to help you protect it — and amplify it — without turning it into something it’s not.

A man in a black jacket and black beanie hat stands outdoors in a snowy forest with snow-covered pine trees in the background.

“I’ve chased stories across the world. Helping brands tell theirs is a natural extension of that.”

— Anthony Sicola

Field Notes

Notes from the Road: Honest insight for founder-led overland, outdoor, craft maker, and nonprofit brands. No hype. Just what actually matters.

Featured
Branding Isn’t Spin — It’s the Truth You Stand On
Branding Isn’t Spin — It’s the Truth You Stand On

In the outdoor and overland world, a brand isn’t something you control — it’s something you shape through the stories you tell. Customers aren’t looking to be sold to; they’re looking for belonging, clarity, and authenticity. When your voice is honest and your message is consistent, your brand becomes a place people gather around, not just a product they buy. This piece explores why storytelling is the most powerful tool you have in a crowded market and how the right narrative turns customers into advocates.

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Overland Events Don’t Lie: How People Actually Connect with Brands
Overland Events Don’t Lie: How People Actually Connect with Brands

Overland events have a way of stripping the polish off marketing and showing what actually connects with people. Out here, the best conversations happen between the lines—over dusty tailgates, shared trail stories, and small moments where brands stop performing and start listening. When you show up as a real human who understands the culture, engagement stops feeling like a tactic and starts feeling like belonging. This piece is about how to build that kind of presence—and why it matters.

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How Overlanders Actually Decide What Goes on Their Rigs (Hint: It’s Not Your Ad Copy)
How Overlanders Actually Decide What Goes on Their Rigs (Hint: It’s Not Your Ad Copy)

Overlanders don’t buy gear the way most people think. They rely on trust, community proof, and real experience long before they click “buy.” This piece breaks down how overlanders actually decide what earns a spot on their rigs — and what brands need to understand if they want to be chosen.

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Get Your Bearings

If you want direction, this is where you start.

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