About Soela USA
Every city has a story worth telling. Most of them just need someone to tell it.
The Origin
Sebastian Guevara spent years working in and around local government communications, and he kept seeing the same thing: small cities doing their best with nothing. A city manager juggling utilities, public works, HR, and budget — and somewhere in that pile, "keep residents informed" was supposed to happen too. It never did. Not because anyone was negligent, but because there was simply no one whose job it was.
Residents would find out about a road closure from a neighbor, not from the city. A boil notice would go out two days late. The Facebook page would go quiet for a month and then post something about a holiday schedule. The gap between what cities wanted to communicate and what they actually had the capacity to communicate was real, and it was doing damage — eroding the trust that local government depends on to function.
Sebastian built Soela USA to close that gap. The name comes from his two daughters, Sophia and Elena — Soela. He chose it deliberately. It's a reminder that this work is not abstract. Families live in these cities. They deserve to know what's happening where they live, what their city is working on, and that someone in local government is paying attention. That reminder sits at the center of everything the company does.
"Soela comes from Sophia and Elena — my daughters. It's a reminder that families live in these cities and deserve to know what's happening where they live."
Sebastian Guevara
Founder, Soela USA
Our Mission
To give every small American city the communications infrastructure it deserves — regardless of budget, staff size, or zip code.
How We Work
We embed. We learn. We deliver.
Soela USA doesn't hand you a content calendar and wish you luck. We embed into your city's operations, learn your voice, your priorities, and the texture of your community, and then we deliver consistent professional communications every single month — without you having to manage us. Your involvement is about 30 minutes a week: a quick check-in to share updates, flag anything coming up, and confirm we're aligned. Everything else is handled.
We write in your city's voice, not ours. Residents should feel like they're hearing from their city — because they are. We just make sure it actually happens.
Week one
Deep onboarding — we learn your city, your tone, your community, and your priorities.
Every week after
We produce and publish. You spend 30 minutes sharing updates. We handle the rest.
Every month
We share a brief report — what went out, how it performed, what's coming next.
The Team
Lean, dedicated, and directly accountable.
Soela USA is a lean team of communications professionals who care about the work. Content production is handled by a skilled remote team with experience in public-sector writing, social media, and community communications. They're not generalists pulling from a template library — they're writers who learn each city and write for it specifically.
Sebastian manages all client relationships, quality control, and strategy directly. That means when you have a question, a concern, or an urgent situation, you're not talking to an account coordinator — you're talking to the founder. That's a deliberate choice, and it won't change as Soela USA grows.
Why Texas
This is where the need is greatest right now.
Texas has a dense concentration of small, fast-growing cities that are outpacing their communications capacity. Towns that were 3,000 people a decade ago are now 9,000, with new residents who have higher expectations for how their city communicates — and city halls that haven't had the staff or budget to keep up. Texas also has a procurement structure that allows city managers to move quickly when they find a solution that fits, without lengthy approval processes that delay action for months. Soela USA is starting here because this is where we can do the most good, right now.
Focused on Texas
We work exclusively in Texas. That focus means we understand the legal landscape, the community culture, and the pace of local government here. It's not a limitation — it's how we stay good at what we do.
If any of this sounds like what your city needs, Sebastian would genuinely like to hear from you.
No pitch. No pressure. Just a conversation about your city and whether Soela USA is the right fit.