Grounded world
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Explainer articles
Grounded World needed a way to show up in search without sounding like every other brand purpose agency — authoritative but not academic, informed but not inaccessible.
The answer was Gaia: an AI site guide and growing content library built around brand purpose, sustainability, and social impact. I research and write the explainers that live under her name — pulling from industry reports, behavioral research, and SEO data to create articles that rank and actually say something.
Part of the strategy is E-E-A-T: Google's framework for evaluating content based on Experience, Expertise, Authoritativeness, and Trustworthiness. In a category as crowded with greenwashing and vague claims as sustainability, demonstrating real expertise isn't optional — it's the difference between ranking and disappearing. Every article is built to signal credibility: grounded in research, connected to grounded's proven services, and written with a consistent point of view.
The work isn't just about traffic. Every piece routes a real question brands are asking right now toward the grounded services built to answer it.
30+ articles published. Byline: Hope Wehrli.
Mona Lisa Project
(IN PROGRESS)
Mona Lisa Idea Board:
Inspired by "Security Moms" campaign by Ogilvy Brazil
Beautiful Problem:
The World Cup is coming to America — a country that operates in English — but the fans arriving speak over 60 languages. The most universal sport on earth is about to be hosted by the least universal host. Every sign, every menu, every emergency exit says the same thing: we built this for us, not for you.
Handle:
The World Speaks Football
Idea:
Give every foreign fan a voice in a country that doesn't speak their language. A wearable QR wristband — sponsored by Duolingo — that instantly connects any two fans in any two languages. The only thing you need to enjoy the World Cup in America is a wristband and a love for the game.
How it works:
Fans register their home country and language online and receive a wristband printed with a scannable QR code. When another fan scans it, an instant two-way voice translation opens between them. Stadium signage, vendor menus, and fan zones carry the same QR ecosystem. Every scan is a conversation. Every conversation is content.
Results:
25,000 wristbands distributed across 16 host cities (projected)
100,000 fan connections made across 50+ languages (projected)
The first World Cup where no fan had to feel foreign.