Environmental communications, brand positioning, strategy, and website design
Partnering with a First-Time Podcaster to Turn a Powerful Vision into a Grounded Public Presence
When political activist Jenny Yeremiy set out to launch The Gravity Well, she brought deep experience in Alberta politics, energy, water issues, and the Eastern Slopes—along with big ambitions for the project’s impact. What she needed was a way to translate that rich, multi-layered vision into a clear brand story, a coherent web presence, and a practical communications strategy she could actually use. Over 13 months, Cycle7 worked with Jenny to clarify her positioning, redesign her website, and build the strategic communications tools that support her ongoing work on land, water, and politics in the Bow Bioregion.
Client
The Gravity Well with Jenny Yeremiy
Sector
Environmental activism, political advocacy, and public education in the Bow Bioregion (Treaty 7, Métis Districts 5 and 6)
Services
Brand positioning, communications strategy, editorial direction, website design and development, CRM setup, and campaign support
Timeline
2024–2025
Problem
Jenny’s original website and communications were trying to do too much at once, making it hard for listeners and allies to understand what The Gravity Well was, who it was for, and how to get involved.
Approach
I worked with Jenny to clarify her brand positioning, focus her priorities across podcasting and advocacy, and redesign her website and campaign materials around a simple, usable story she could carry forward.
Outcome
Jenny left with a clearer public presence, a focused narrative for The Gravity Well, and practical communications tools — including a Bow River gravel mining campaign plan and a co-authored Calgary Herald op-ed — to support her ongoing work.
About Jenny and The Gravity Well
Jenny Yeremiy came to Cycle7 at a moment when her work was expanding in several directions at once. She was launching The Gravity Well podcast, organizing around development in Alberta’s Eastern Slopes, and looking for ways to sustain her activism financially — all on top of a full-time focus on land and water issues in the Bow Bioregion. Her existing website, built quickly with a collaborator, couldn’t hold that complexity; it was difficult to navigate, unclear about audiences, and didn’t yet convey the depth of her experience in politics, energy, and water.
The challenge
What Jenny needed wasn’t more activity; it was focus. She was looking for a partner who could help her clarify what The Gravity Well was really for, decide which audiences and initiatives to prioritize, and translate her multi-layered vision into a brand, website, and communications approach she could actually manage as a first-time podcaster and full-time activist. That meant stepping back from tactical noise—social posts, ad hoc web updates, scattered campaigns—and building a clear narrative and structure that could support both the podcast and her broader advocacy work over time.
What we did
We started by slowing the work down and mapping the different strands of Jenny’s practice — launching The Gravity Well podcast, organizing around development in Alberta’s Eastern Slopes, and campaigning on issues like gravel mining along the Bow River. Through a series of conversations, we clarified her primary audiences and the roles the podcast, website, and campaigns each needed to play, then used that insight to shape a focused brand position and narrative frame for The Gravity Well.
With that shared frame in place, we redesigned her online presence and core communications tools. I planned and built a new WordPress site with clear pathways for listeners, allies and community partners, provided coaching on how to maintain it, and offered hands-on editorial support — from tightening key pages to co-writing a strategic communications plan and a Calgary Herald op-ed on Bow River gravel mining. Throughout, the emphasis was on practical, repeatable processes Jenny could carry into future episodes and campaigns, rather than one-off deliverables.
What I delivered
- A clear brand narrative and positioning for The Gravity Well podcast.
- A redesigned WordPress website and site architecture that made it easier for listeners and allies to understand the project and find their way in.
- A practical strategic communications plan for a Bow River gravel mining campaign.
- A co-authored Calgary Herald editorial on gravel mining along the Bow River.
- Ongoing consulting support on budgeting, platform choices, and other foundational decisions that shaped how Jenny could sustain and share her work over time.
Outcomes
By the end of the project, Jenny had a clearer way to talk about herself, The Gravity Well, and the connections between her podcast, campaigns, and coalitions. The brand narrative and website we developed together gave her a stable reference point she could return to as she experimented with new platforms, including her later move to Substack and other channels.
The gravel mining work also produced a concrete, sharable asset. The strategic communications planning and writing support culminated in “Gravel and water don’t mix: Big Hill Springs at risk,” an op-ed Jenny Yeremiy and I co-wrote and published in the Calgary Herald on May 17, 2025. That piece helped Jenny and her collaborators articulate their concerns about gravel mining near Big Hill Springs in accessible language and added another publicly visible expression of her work on land and water.
Andy Kubrin is a tremendous strategist and communicator. He has been pivotal in creating The Gravity Well website, newsletter, and media publishing efforts. Andy offers an outcome-based approach to determining priorities and key decision points.
With Andy’s help, The Gravity Well project is more focused, organized, clear, and supported! He continues to find ways to monetize the project, using mutual benefit collaborations.
Andy will help you: determine your goals, identify all opportunities, determine your clients/audience, and streamline your efforts. He also provides reports and processes that are easy to follow and repeat. All this and he is a pleasure to be around!
Thank you, Andy! I am grateful for all that you do and look forward to our continued cooperation.
—Jenny Yeremiy
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