08/21/2026
Step inside our work with Dear Dreamer. 💗
Created at the Martin Trust Center for MIT Entrepreneurship and made possible through a gift from the Frank & Eileen Foundation, Dear Dreamer brings world-class entrepreneurship education to young people everywhere, at no cost.
Yellow House was brought in at launch to build the brand’s social presence, developing its voice, content pillars, channel strategy, and the creative system that would introduce Dear Dreamer to its first audience.
One of the opportunities we identified was world-building through character.
The Dear Dreamer team had already created Kiki as part of the brand universe. Rather than turn her into a traditional mascot with a fixed personality or point of view, we saw the opportunity to make her something more flexible.
Think Barbie: recognizable and ownable, but able to step into different worlds, explore different interests, try on different possibilities, and become many things.
For Dear Dreamer, that flexibility matters. Entrepreneurship isn’t one path or one kind of person. Kiki gives us a way to make that idea visible — creating a character-led world where curiosity, experimentation, and possibility can keep expanding.
Today, Kiki leads the story on Instagram. 💭✨
Strong social strategy isn’t about distributing the same content everywhere.
It’s about understanding what each platform is uniquely good at — then deciding who should tell the story, how the brand should behave, and what gives people a reason to keep following.
Instagram builds the world. TikTok lets young people show us theirs. Every channel looks different.
Thank you to Audrey McLoghlin, Bill Aulet, the teams at the Frank & Eileen Foundation, and the Martin Trust Center for MIT Entrepreneurship for trusting us to help bring Dear Dreamer into the world. 💗
