Behind the Scenes

THE REASONS WE ARE ACRONYM

Hang out with us for a moment and see.

GIV:

Growth, Impact, Visibility

SASO:

Simple and Said Often

DAD:

Done and Done

ACRONYM

ACRONYM

Our favorite clients are the big-brain founders, the businesses on the bleeding edge, and the teams with complex communications needs. Lots of moving parts and unique personalities? We consider these our playground (as long as you’re cool, honest, and ready to GSD).

Since 2015, we’ve worked with founders and teams creating innovative solutions in sectors ranging from sustainable fashion to 3D printing and modular furniture.

Today, we specialize in marketing implementation + operations, and strategic communications for Venture Capital, Blockchain, and Sustainable brands.

Founded by longtime fashion tech journalist Lorraine Sanders, Acronym (FKA the Spirit of 608) grew out of her work reporting for media outlets such as WWD, FastCompany, and the San Francisco Chronicle. The company began as a side hustle on a mission to bring stories, tips, and advice from inspiring female founders working at the intersection of fashion, entrepreneurship, sustainability + tech (FEST) via the weekly Spirit of 608 Podcast and PressDope PR education platform.

Since then, we’ve grown to service and solve problems for teams around the globe. We operate proudly as a women-led, geographically distributed team of media, marketing, and content pros based in the US, the Middle East, and Asia.

Lorraine Sanders

Founder & Chief Strategist

Starting out when launching a blog was innovative tech, Lorraine was trained as a journalist in the old school: back in the day when objectivity was a mandate and neighborhood newspapers still had the staff to fact-check things. A lifelong observer of the new and the next, she spent a decade reporting on the intersection of fashion and tech. As the fashion tech columnist for the San Francisco Chronicle and a contributor to numerous national publications, she was one of the first to see inside and report on many now-household name e-commerce brands that have changed the face of modern retail. From there, she went on to launch a cult favorite sustainable fashion podcast downloaded hundreds of thousands of times and has worked with a wide array of innovative founders and teams.

Drawing on that background, she brings her love for finding the story and ease with navigating fast-paced, uncertain landscapes to help Acronym clients distill complex and cutting-edge ideas into messaging for the masses and marketing operations that work.

TEAM ACRONYM:

R. P.

  • Rachael counts more than 20 years of experience in journalism, marketing, and fundraising communications. She has worked in the for-profit sector and has more than a decade of nonprofit marketing experience. She specializes in content creation, data-driven marketing strategies, and strategic communications planning.

    When she’s not working, she loves to teach yoga and take group fitness classes, bury her nose in a good book, or spend time outdoors. She lives in Charlottesville, Va., with her partner Carolyn and their daughter

S. S.

  • Sam brings over 15 years in online business management for entrepreneurs, business owners, and start-ups. She specializes in back-end tech and automation services for website development, technical customer service, video/audio production, and email marketing.

    During Sam's free time, she plays video games with her family and is also the lead singer in her newly-formed cover band. But most of all, she loves to cook a good meal, eat graciously, and then take a nice long nap. Sam lives in Texas with her husband of fourteen years and their four children.

N. L.

  • Norlyn is a seasoned digital marketing and marketing production expert. Starting her journey as a content writer and virtual assistant, Throughout her career, she has consistently supported entrepreneurs globally, combining creativity, storytelling, and strategy to amplify their success. Currently, Norlyn plays an invaluable role as a production and administrative assistant for Acronym.

    When away from her desk, you can find Norlyn selling luxury goods online. In her free time, she loves long drives and immersive online video games

C. A.

  • Chrisjo is a freelance creative designer and longtime Acronym collaborator based in Dubai, UAE. She is skilled at leading digital campaigns and overseeing creative teams and has demonstrated a history of working in the tech, sports, government, FNB, automotive, and FMCG industries.

    When she is not designing, she is busy doing pilates, training to become a certified curly hairstylist, volunteering, or getting lost in another country.

D. M.

  • Danyelle supports the team with process optimization and project management. With years of experience in different administrative and marketing roles, she enjoys bridging the worlds of the creative-minded and the operations-minded through workflows that help teams give their best to each project. A ClickUp expert, she specializes in creating custom builds to help teams optimize their operations.

    When she’s not working on processes, you can find her exploring the wonderful world of project management tools and listening to podcasts