Case studies
The work, and what it did.
17 clients: what we made, the result when there is one, and where each fact comes from. Client workflows, automations, and code stay private, so you will only see public work here.
Clients
AI software company, Miami
Togal.AI
- Redesigned the company website and moved it from WordPress to Webflow.
- Did the keyword research, wrote the content strategy, and produced all the content.
- Set up and led a team of virtual assistants running cold email campaigns to book demos.
The content drove thousands of organic visits to the new site and put Togal.AI on page 1 of Google for keywords in its industry.
"A solution-based team ready to put in the work. We're so thankful for everything they did for us."
Source: Hazel Pan's work history, Sep 2021 to Jun 2023
Card game by Well Why Not Media, Los Angeles
What the What?! party game
- Led a 4-person creative team for the card game.
- Drew the invention illustrations by hand in an engraving style.
- Made the product design, branding, style guide, box and packaging, ebooks, and social media assets.
- Worked with vendors on the Kickstarter launch, manufacturing, and mass production.
The Kickstarter campaign raised USD 32,273 from 519 backers, 403% of its USD 8,000 goal.
Real estate podcast network
Icons of Real Estate
- Run content and SEO end to end: strategy, production, paid funnels, CRM, and AI automation.
- Built and lead a team of 9: an editor, designers, a newsletter writer, a content manager, and writers.
- Run Meta lead-generation ads and built funnels with landing pages, creatives, and email sequences.
- Led the move from MailerLite to GoHighLevel.
25 to 30+ SEO briefs a week.
Recurring operations that took 8 to 11 hours now take about 15 minutes.
Source: Hazel Pan's work history, Dec 2025 to now
Property inspection franchise, Australia and New Zealand
Resicert Property Inspections
- Hazel leads copy and content across Australia and New Zealand: emails, ads, video scripts, landing pages, ebooks, and SEO content.
- Hazel writes email for a database of 16,000+ leads, and planned the social content for Facebook, Instagram, LinkedIn, TikTok, and YouTube.
- John drew the illustrations for "Building Your Ideal Business," a book by co-founder Paul Antonelli.
Subject-line and angle testing lifted average email open rates from about 15% to 30%+.
Email-sourced opportunities contributed to franchise sales in the USD 360,000 to 480,000 range, closed by the sales team.
Source: Hazel Pan's work history, Mar 2021 to now. Illustrations from John Abellare's portfolio.
Lead generation agency, Singapore
The Scale Lab
- Ran the whole content system for 8 months: ideas, keyword research, the content calendar, and articles.
- Turned each article into posts for LinkedIn, Twitter, Facebook, and Instagram.
- Built the founder's landing page.
- Ran strategy and content for cold email and LinkedIn outreach campaigns for the agency's clients.
The landing page had been pending for years. We delivered it in 2 weeks.
"They were able to set up the whole content system that worked in the background of us doing anything... I can't recommend her enough to anybody who wants to get a really good system working in the background of them doing anything else."
Source: Client review on LinkedIn, Apr 2024, and Hazel Pan's work history
Golf training company
Performance Golf
- Built an AI tool so the team makes the company's own static ad images on demand, replacing spend on an outside creative agency.
- Built an organic content system that finds new content ideas, sends them to the team's project tracker, and tracks which versions win.
Under NDA. Systems, code, and numbers are not shared.
Source: Hazel Pan's work history, Mar 2026 to now
Franchise growth consultancy, Dubai, UK, and Australia
Invizbiz / FranIQbiz
- Wrote the Franchise Sales Accelerator launch: a landing page and a 4-part email nurture sequence.
- Wrote the "Million Dollar Franchise Sales Funnel" workshop funnel for live workshops in Melbourne and Auckland.
- Built a funnel around the founder's book: lead magnet, free webinar, membership, and a 12-month mastermind.
- Wrote lead magnets such as the "7 Deadly Sins of Franchising" guide.
Subject-line and angle testing doubled average email open rates, from about 15% to 30%+.
Source: Hazel Pan's work history, Mar 2021 to now
Weighted blanket brand on Amazon
homesmart
- Designed the Amazon A+ Content and brand storefront images.
- Wrote the image headlines, such as "Scientifically Designed To Contour Your Body" and "5 Reasons You Will Love OUR Blankets."
Source: John Abellare's portfolio
Influencer outreach software
NinjaOutreach
- Owned all website and app content: blog posts, guest posts, landing pages, ads, ebooks, emails, and app copy.
- Worked with developers to track how content performed.
The site relaunch was featured in an Elementor case study, "How NinjaOutreach Increased Website Conversions by 700% With Elementor."
Source: Hazel Pan's work history, Nov 2016 to Jul 2019
Business education company, Australia
The Entourage
- Wrote conversion and nurture copy for landing pages and emails.
The copy led to sold-out events, thousands of lead magnet downloads, and over 7-figure sales.
Source: Hazel Pan's work history, Dec 2019 to Jan 2021
SaaS venture studio, United States
10X Ventures
- Managed the team of copywriters, designers, marketers, and developers for launches of several SaaS products.
- Produced blog posts, ebooks, landing pages, and emails, and led ad creation to book signups and demos.
- Led a large cold DM campaign to book demos, and closed clients on calls.
Source: Hazel Pan's work history, Feb 2022 to Sep 2022
Software company, Boston
Shortlist
- Wrote copy for the company's suite of products and its customers: articles, case studies, Facebook ad copy, and web pages.
Source: Hazel Pan's work history, Oct 2019 to Oct 2021
Web3 brand with an online merch store
JRNY CLUB
- Designed core merchandise: t-shirts, hoodies, totes, accessories, and homewares.
- Drew custom illustrations and plush character designs, with turnaround drawings for production.
Source: John Abellare's portfolio
Philippine food and drink brand
The Good Farmers
- Designed the logo and packaging for Tagumpay, a brew made from local dragon fruit.
- Based the colors on Fernando Amorsolo paintings, simplified for an approachable look.
Source: John Abellare's portfolio
Urban bike company
Tiller Rides
- Designed the book and catalog for the Tiller Rides Roadster bike.
Source: John Abellare's portfolio
Streetwear brand
SCRD
- Designed hand-drawn tees and hoodies that mix Filipino tradition and Spanish Catholic patterns with urban style.
Source: John Abellare's portfolio
Collectibles seller on e-commerce, YouTube, and Twitch
Pokemon Butler
- Made the brand style guide, wireframes, and website design.
- Drew custom assets for the online store, YouTube, and Twitch.
- Built the first site pages in Webflow.
Source: John Abellare's work history, Sep 2020 to Dec 2020