Featured CASE STUDY

Client / Brand

Chef Melba Wilson

OVERVIEW

Industry

Culinary, Hospitality & Media

Role

Social Media & Digital Marketing Strategy

Services Provided

Social Media Strategy, Brand Voice Development, Content Direction, Digital Audience Growth

Chef Melba Wilson—celebrity chef, award-winning restaurateur, author, and philanthropist—had an established reputation and strong presence within culinary and cultural circles. The focus at this stage was to strengthen her digital presence in a way that reflected her personality, humor, and authority while expanding reach and engagement organically.

Mia Lloyd led social media and digital marketing strategy with a focus on clarity, consistency, and authentic brand voice. The work centered on helping Chef Melba’s online presence feel more intentional, engaging, and aligned with how audiences experience her in real life.

Our work included:

• Refining Chef Melba’s brand voice across social platforms
   
• Creating content direction that highlighted her personality, humor, and leadership
   
• Developing posting strategies designed to encourage organic engagement
   
• Aligning digital content with appearances, events, and ongoing brand visibility
   

During this period, Chef Melba’s social media presence experienced significant organic growth, expanding from the low four-figure range to over 20,000 engaged followers. Increased engagement and visibility led to broader recognition from peers, industry leaders, and audiences who connected with her authentic voice and perspective.

This case study demonstrates how focused social media and digital marketing—when rooted in authenticity and strategic direction—can meaningfully grow an established brand’s audience without relying on trends, paid followers, or overproduction.

Client / Brand

Chef Jernard A. Wells

OVERVIEW

Industry

Culinary, Media & Hospitality

Role

Director of Communications

Services Provided

Strategic Communications, Media & Industry Placements, Event & Institutional Outreach

Following his run as Runner-Up on Season 12 of Food Network’s Next Food Network Star, Chef Jernard A. Wells was at a pivotal point in his career. A fan favorite with strong momentum, the goal was to extend his visibility beyond television competition and position him for long-term credibility within the culinary industry.

As Director of Communications, Mia Lloyd supported Chef Jernard’s next phase of growth through strategic, relationship-driven outreach. While Chef Jernard already had public representation, our focus centered on securing high-level industry placements and legacy culinary experiences that require trust, access, and thoughtful positioning.

Our communications efforts included:

• Securing Chef Jernard’s participation in the 2017 New York City Wine & Food Festival
   
• Facilitating his inclusion in Harlem Eat Up!, the nation’s premier African American–focused food festival, where he was paired with Chef Melba Wilson
   
• Helping Chef Jernard—known at the time as “The Chef of Love”—fulfill a long-held dream of cooking at the James Beard House, where he prepared a Valentine’s Day experience in 2018
   

These placements strengthened Chef Jernard’s professional standing within the culinary world and contributed to sustained career growth beyond Food Network. Today, Chef Jernard is an award-winning TV host, celebrity chef, and best-selling cookbook author, serving as host of TV One / CLEO TV’s Savor the City and New Soul Kitchen.

This case study highlights the impact of strategic communications that focus on credibility, institutional access, and long-term positioning—helping talent move from momentary visibility to lasting influence.

Client / Brand

Rugged Evolution Beard Care Products

OVERVIEW

Industry

Men’s Grooming · Lifestyle · Consumer Products

Role

Marketing Director & Publicist

While still in college, J. Arrington aka "Arrington" Gavin was mixing beard care products in his dorm room, driven by curiosity and an entrepreneurial instinct but without a clear business roadmap. As graduation approached, he and his team reached out to Mia Lloyd to ask a foundational question: Was a beard care company a viable business—and if so, how should it be built?

At the time, there was no brand name, no marketing strategy, and no clear positioning. What existed was potential.

Brand strategy, naming, positioning, launch execution, creative direction, and early visibility strategy.

Mia Lloyd and Bill Lloyd helped transform Rugged Evolution from an idea into a fully realized brand. Bill Lloyd coined the brand name Rugged Evolution, while Mia Lloyd developed the brand’s defining slogan, “Rugged Is the New Smooth,” establishing a voice rooted in confidence, masculinity, and refinement.

The team supported early product naming, brand messaging, and launch strategy, including production of the official launch event. Mia also wrote and voiced commercial content for the brand, helping establish consistency across audio, digital, and promotional touchpoints.

At just 22 years old, Arrington officially launched Rugged Evolution Beard Care, stepping into the role of Founder and CEO as the brand moved from concept to market-ready business.

As part of the brand’s early momentum, Mia facilitated high-level media and industry exposure. Rugged Evolution was selected for the 2018 Essence Magazine Holiday Gift Guide—just four months after launch—an exceptional achievement for a newly introduced grooming brand.

The brand also benefited from strategic relationships and endorsements. 

Rugged Evolution partnered with NBA veteran Joe Smith, as a brand ambassador, and the products have been used by notable figures including Pastor Jamal Bryant, Dr. Yusef Salaam (New York City Councilman and member of the Central Park Five), and Q. Parker of the R&B group 112, among others. Media visibility expanded further through appearances on local television, including frequent features on the Coast Live morning show.

Arrington Gavin became a frequent guest on Money-Making Conversations, the nationally recognized radio show hosted by Rushion McDonald, an Emmy Award–winning TV and film producer, writer, and speaker. These conversations helped position Arrington not only as a product founder, but as a thoughtful young entrepreneur.

His leadership and impact were formally recognized when he was named to the 2025 Inside Business Top 40 Under 40 class.

Rugged Evolution has continued to evolve beyond grooming products.  Arrington is also the founder of the Rugged Evolution Foundation, extending the brand’s values into meaningful community impact through initiatives such as the annual Back-to-School Charity Bash and the winter Rugged Evolution Coat and Toy Drive. 

Arrington now hosts The Arrington Gavin Show, further expanding his voice in business and entrepreneurship, and has launched Evolve Imagery, a one-stop creative workspace and multipurpose studio.

What began as a dorm-room experiment has grown into a multifaceted brand and platform—built on early clarity, intentional strategy, and a strong foundation.