Adonis Sugar Kitty | Brand Direction, Content & E-Commerce.
Role
Founder, Creative Director, Brand Director
Timeline
2024 — present
Team
Solo, plus two perfectionist cats
official website
Mission
What started as a personal documentation of feline diabetes care evolved into a multi-platform media brand and e-commerce business. Adonis Sugar Kitty combines high-retention storytelling, animation systems, educational content, and merchandise. Today, it scales across four major platforms with over 330k followers and 120M+ lifetime views.
Community impact
A growing community across all platforms.
Total audience
330K+
Followers across all networks
Total reach
120M+
Lifetime views generated
High-Performance Content
These videos continue to drive the brand’s organic growth. They periodically hit viral spikes across platforms and have been picked up by major aggregators like 9GAG.
Scope of work
Director, Creator, Operator.
01 – Brand Strategy & Identity
ASK is about really good cat living. Aspirational, real, raw, with an accent of comedy.
Visual Identity & Feline Cast: Developed the complete brand identity—color systems, typography, brand applications, and a commissioned illustration library. Created a unique editorial framework for the cast: Adonis, his feisty alter-ego Adonos, and Anabelita, our Spanish queen.
Directing Method & Tone: The directing method focuses on capturing unscripted live conversations with Adonis, then shaping his dialogue in post through subtitles precisely matched to the natural duration of his meows. Established a raw, unscripted tone of voice with one strict rule: every piece of content must deliver either entertainment or education.
Mission & Community Advocacy: Designed the brand mission to inspire cat parents to self-advocate and give their cats a great quality of life. Supported this with strict community management protocols to safely share personal medical experiences and collect user stories that drive the brand’s social proof.
02 – Content Production & Growth
End-to-End Production: Direct, script & storyboard (educational only), shoot, edit, and animate daily short-form and long-form YouTube content, utilizing custom A/B testing for titles and thumbnails.
SEO & Evergreen Repurposing: Built an SEO engine (“The Sweetened Blog”) that translates video scripts into fact-checked, high-ranking educational articles.
Community management: DMs and comments answered myself, with content ideas coming straight from the audience
03 – E-Commerce & Monetization
Global Shopify Operations: Manage global e-commerce across EU and US markets, actively customizing Liquid and CSS code for seasonal drops and marketing campaigns.
Product & Supply Chain: Design all physical merchandise and architected a dual-market Print-on-Demand (POD) routing system for localized, worldwide delivery.
Partnerships & Automation: Pitch, negotiate, and deliver full-funnel campaign creative for brand sponsors.
04 – Systems & tooling
Every system here is trained on my own experience. Nothing goes out without my review, reviewing is faster than building from zero, and it is also how I know when a system needs updating.
Brand Operations & Notion Tracking: Built dedicated project spaces for ASK HQ, brand deals, content, and websites—each equipped with specific instructions, skills, and a Notion connector for full, real-time tracking, workflow rules and self improvement.
Custom AI Writing & Editorial Systems: Developed custom skills trained on my raw writing for voice consistency, blog formatting, and brand-deal workflows, backed by a rigorous editorial system running 7 to 15 rounds of revision.
Store Admin Automation: Automated the full Shopify admin workflow using Anthropic’s integration—turning hours of tedious manual multi-vendor catalog management into minutes.
Motion & Storyboard Systems: Engineered custom text animation motion systems trained into Claude Design, alongside a custom storyboard tool built to map scripts scene by scene.
Brand Deals
TOP BRAND COLLABORATIONS
Partner testimonial
"Hosting Adonis at the Oatly office in Berlin was a total joy. Roxy truly captured the fun of the event and turned it into a hilarious, high-performing story that had people falling in love with Oatly through Adonis."
Branding
01 Visual Identity
Designed a playful, warm brand identity and vibrant color palette to capture the channel’s approachable energy.
Primary Color Palette
Deep Navy
Sky Blue
Honey Mustard
Secondary Color Palette
Sky Blue
Sugar Berry
Honey Yellow
Baby Blue
Cotton Pink
Cloud Cream
Emblem · secondary mark
Used as the profile picture across channels and as a merch design.
02 Marketing Assets
Directed a custom character library. While primarily driving the global merchandise store, these assets also function across YouTube subscriber badges, channel emojis, and broader brand applications.
YouTube membership Emojis
youtube membership Badges
credits
Brand Illustrations: Juliana Castro
03 Merchandise Store
Built and run the global merchandise store on Shopify. Directed 10 designs across 39 products, with collection banners and a new seasonal theme each season.
Product Type thumbnails
Product Mockups
Collection Banners
Banners for each seasonal drop.
04 Motion Typography System
Engineered a proprietary kinetic text animation system using Claude design to animate and emphasize key words / phrases for long-form YouTube educational videos, ensuring brand consistency while heavily accelerating production workflows.
system foundations
Shaped through iteration and feedback, the Motion System follows these foundations to build every kinetic typography animation.
system typography
One typeface, two weights. Size alone shows what matters most.
system principles
Six consistency rules behind every clip.
system main Colors
Over footage — type on pure black, composited with Add
system · footageless trios
When there is no footage, we get a colour card: one colour for the background, one for the words, one for the accent. These are examples; any three from the brand palette work.
