Jungian Narrative Coach & Brand Strategist

The right story
doesn't just
describe you.
It becomes you.

I work at the intersection of depth psychology and brand strategy — helping founders, creatives, and mission-driven women excavate the true story beneath the polished one, and build work that regenerates rather than extracts.

How to work with me About Cléa
Cléa Hernández — Jungian Narrative Coach
25+ years shaping
brand narratives
Liquid Death ✦ Gulfstream Aerospace ✦ Braze ✦ Marketo ✦ Babylist ✦ Focus Lab ✦ SaveLife Foundation ✦ Outreach ✦ Heyo ✦ Elevate Cities ✦ Miami WaterKeeper ✦ Geomi ✦ E.M. Perry Group ✦ Versus ✦ Sunrail Strategies ✦ Brand by Boudica ✦ Tillster ✦ Concierge AI ✦ Bare Metal Project ✦ The Lab School of Washington ✦ Brilliant Cities ✦ Sprimont Health ✦ Rocket Learning ✦ Gravitee ✦ FreeFrom ✦ Vibe ✦ Oriel ✦ Thrum ✦ LG Nova ✦ Paytouch ✦ Pry Financials ✦ Eventrise ✦ Four Friends Foundation ✦ The Robot Agency ✦ Liquid Death ✦ Gulfstream Aerospace ✦ Braze ✦ Marketo ✦ Babylist ✦ Focus Lab ✦ SaveLife Foundation ✦ Outreach ✦ Heyo ✦ Elevate Cities ✦ Miami WaterKeeper ✦ Geomi ✦ E.M. Perry Group ✦ Versus ✦ Sunrail Strategies ✦ Brand by Boudica ✦ Tillster ✦ Concierge AI ✦ Bare Metal Project ✦ The Lab School of Washington ✦ Brilliant Cities ✦ Sprimont Health ✦ Rocket Learning ✦ Gravitee ✦ FreeFrom ✦ Vibe ✦ Oriel ✦ Thrum ✦ LG Nova ✦ Paytouch ✦ Pry Financials ✦ Eventrise ✦ Four Friends Foundation ✦ The Robot Agency ✦

The Jungian approach

Most brand strategy never touches the depth where the real story lives.

Jungian narrative coaching goes beneath the surface — past the polished pitch deck, the performance of success, and the internalized rules of a system you didn't design — to find the story that's already there, waiting to organize your life and your work.

"Your lived experience is ideological fuel. The story you've been afraid to tell is usually the one that changes everything."

— Cléa Hernández
01
Excavation

We go deep — into origin stories, shadow patterns, wounds, and wisdom — to find the narrative that's been there all along.

02
Articulation

We shape the raw material into language that resonates — a brand voice that sounds like you at your most clear and courageous.

03
Integration

We build systems so the story lives in your work — not just a document, but a practice that compounds over time.

04
Activation

The story becomes strategy — informing how you show up, what you offer, how you market, and who you attract.

Creator
Cléa Hernández — at work

Three ways in

Work with Cléa

Whether you're a founder finding your voice, a coach building your practice, or a mission-driven organization ready to tell the truth — there's a path for you.

01 — 1:1 Coaching

Jungian Narrative Coaching for Founders & Creatives

This is the most personal path — a container for doing the real work. Especially for women in the meaning-making years who are exhausted by capitalist performance and ready to name their work as something else entirely. We excavate your stories, surface the internalized patterns keeping you small, and build language rooted in your lived experience and deepest convictions.

Right for you if: you know your work wants to contribute to something larger, but you haven't yet found language for it that doesn't sound like everyone else.

  • Bi-weekly 60-minute sessions
  • Narrative excavation & brand voice development
  • Shadow work applied to brand story
  • Between-session reflection prompts & writing support
Book a discovery call
What shifts
  • ✦ From performing for a system that doesn't serve you to building from your own narrative authority
  • ✦ From scattered messaging to a coherent narrative field
  • ✦ From internalized rules to work rooted in your convictions
  • ✦ From "what do I even say?" to words that attract your people
Paving with intentional messages

02 — For Organizations

Mythograph Strategic Brand Storytelling

Mythograph is my strategic brand consultancy for mission-driven organizations who are ready to articulate what they stand for — and build the systems to say it consistently, to the right people, in the right way.

Right for you if: you lead a purpose-driven company or nonprofit and your brand doesn't yet tell the full story of the transformation you create.

  • Brand Oracle Interview & Report
  • Strategic Brand Platform & Narrative System
  • Visual & Verbal Identity
  • Messaging strategy & content architecture
  • Narrative websites (Squarespace, Carrd)
Visit Mythograph →
Gulfstream Aerospace — Brand Narrative
SaveLife Foundation — Brand Strategy
Marketo — Communications Strategy
Four Friends Foundation
Strategy workshop
Strategy session

03 — Narrative Infrastructure

Story Loom — Narrative OS for the Resistance

Story Loom is a narrative OS for women who are done building personal brands on extractive terms. It's for those ready to organize their lived stories, shadow work, and deepest convictions into resistance-minded work — and find the community of aligned builders doing the same.

Right for you if: you're building something post-capitalist and need narrative infrastructure that actually matches your values. Not another funnel. A narrative field that attracts your people.

  • Story journal for lived experience & ideological fuel
  • Story Bank — your narrative field, not your content calendar
  • Conviction-to-transformation messaging you own
  • Anti-extractive positioning & offer design
Join the waitlist Learn more
Story Loom
Your Story Bank
The wound that became my work
Why I left the extractive economy
My role in the resistance
Convictions → Transformation
Golden Thread
Core Belief
Anti-extractive offer framing
Messaging
Narrative field — who I'm calling in
Sales page — conviction-to-transformation
Cléa Hernández

About

I've spent 25 years finding the true story inside organizations — and the humans who lead them.

I'm a Jungian Narrative Coach, brand strategist, copywriter, grantwriter, creative director, communications leader, journalist, and author. The thread through all of it: I find the true story, and I make it impossible to ignore.

As Director of Communications at Focus Lab, I built the messaging and verbal identity programs that helped a small, Savannah-based agency compete with Madison Avenue. Using behavioral economics and story-based strategy, I'm known for narratives that drive mission progress and profit — simultaneously, not sequentially.

I founded Mythograph to tell brand stories that heal, instead of spin and extract. I'm now building Story Loom as narrative infrastructure for resistance-minded founders — because the systems we use to tell our stories either replicate harm or help dismantle it.

I work at the intersection of depth psychology, language strategy, and brand systems — because the most important stories are rarely the first ones people tell.

25+
Years of experience
100+
Brands shaped
∞
Stories worth telling
Get in touch

Kind words

What people say

"

Their ability to understand and articulate our mission and projects was truly impressive.

Anwesha Roy Choudhury
SaveLife Foundation
"

They explore beyond copy and dive straight into the core, purpose, and ultimate goals of a brand.

Eric Mogil
CGO, Radar
"

Cléa has an incredible gift for capturing a brand's voice in a way that feels both authentic and compelling.

Mark Thill
Founder, Thesis IT
"

Cléa is one of the most talented copywriters I've ever worked with.

Joshua Krohn
Head of Design, Finch
"

Cléa has been instrumental in elevating our clients' projects through strategic work.

Peter Deltondo
Co-Founder, Heyo
Ready to find your true story?
Start with a free 30-minute conversation.
Book a call →