Kumiko
Cat Lounge
Supporting the launch of the Island of Ireland’s first cat lounge – from concept to opening day.
From a vision to a launch that made an impact
Karen had a clear vision for Kumiko Cat Lounge: a space that would improve wellbeing for people while prioritising welfare for rescue cats.
The challenge was turning that vision into a recognisable brand, building awareness before launch and creating a website capable of converting interest into bookings.
My role was to bring all of those pieces together — from strategy and branding through to content creation, social media and website design.
1
Brand Foundation
Creating a visual identity people would remember
Before any content was created, we needed a visual identity that reflected the calm, welcoming experience Karen wanted visitors to have from the moment they discovered Kumiko.
We developed the brand colours, typography, visual style and logo application, creating a look and feel that felt warm, calming and instantly recognisable.
At the heart of the brand was a simple promise:
Welfare for Cats. Wellbeing for You.
This visual foundation became the thread connecting every touchpoint — from social media and photography to signage, merchandise and the website itself.
2
Strategy
Turning a vision into a launch strategy
With the visual identity established, the next step was defining how Kumiko would communicate its mission and connect with its audience.
Through competitor analysis, audience research and strategic planning, we developed the messaging, tone of voice and content pillars that would guide every piece of communication.
Rather than focusing solely on the novelty of a cat café, it was essential to us to Kumiko around its unique combination of animal welfare and human wellbeing — creating a space people could genuinely connect with.
This strategic foundation informed everything that followed, from social content and videography to website copy and launch communications.
3
Content Production
Turning curiosity into community
Once the strategy was established, I produced the photography, videography and social content that would bring the brand to life.
Together we documented the journey from concept to opening day, sharing behind-the-scenes moments, introducing the cats, explaining the mission and helping people feel emotionally connected to the project.
The content wasn’t designed simply to attract views. It was designed to build trust.
By opening day, thousands of people already felt invested in Kumiko’s story and understood exactly what made it special.
4
Website Design
The website brought everything together
Working alongside the lovely Paul from Easy Eatery, who provided the booking platform and technical expertise, I developed the website concept and structure, alongside all website text, photography and video content.
Every element was designed to work together, creating a customer journey that felt as calm, welcoming and intuitive as the Kumiko experience itself.
Together we documented the journey from concept to opening day, sharing behind-the-scenes moments, introducing the cats, explaining the mission and helping people feel emotionally connected to the project.
One of Northern Ireland’s most talked about launches
Media Coverage
Prior to the launch, Kumiko Cat Lounge was featured across TV,
print, digital & radio.
BEFORE OPENING
Before our doors even opened we were over the moon to have an invested audience sharing our content far and wide.
PRIOR TO LAUNCH
We were blown away by an immediate rush for tickets as soon as bookings opened.
Featured across leading media outlets
Coverage across television, print, digital media and radio
Dr Karen Galway
FOUNDER, KUMIKO CAT LOUNGE
Working with Martha has honestly been the best partnership I could have wished for.
“
Over the first few months, she helped refine our logo, developed our brand colours, messaging and tone of voice. She then produced all of our brand videography and photography, managed our social media presence and substantially contributed to creating a website that truly reflected the vision behind the business.
Her strategy process was incredibly thorough, including competitor analysis far beyond anything I would have achieved on my own. Money very well spent.
Six months later, Kumiko has now grown to more than 20,000 followers across three platforms, with over 12,000 followers before we even opened our doors.
Martha made the whole process so enjoyable and interesting. She listened, totally got it and translated the vision incredibly well. We are inundated with compliments about how professional the content looks.
Martha has gone above and beyond at every stage and has taught me so much along the way. In the words of Joe Strummer, ‘Without people, you’re nothing’ — thank you Martha.
Dr Karen Galway
FOUNDER, KUMIKO CAT LOUNGE
Working with Martha has honestly been the best partnership I could have wished for.
“
Over the first few months, she helped refine our logo, developed our brand colours, messaging and tone of voice. She then produced all of our brand videography and photography, managed our social media presence and substantially contributed to creating a website that truly reflected the vision behind the business.
Her strategy process was incredibly thorough, including competitor analysis far beyond anything I would have achieved on my own. Money very well spent.
Six months later, Kumiko has now grown to more than 20,000 followers across three platforms, with over 12,000 followers before we even opened our doors.
Martha made the whole process so enjoyable and interesting. She listened, totally got it and translated the vision incredibly well. We are inundated with compliments about how professional the content looks.
Martha has gone above and beyond at every stage and has taught me so much along the way. In the words of Joe Strummer, ‘Without people, you’re nothing’ — thank you Martha.