Strategic Rebrands
Strategic Rebrands
CULT BEAUTY Rebrand
For the Love of Beauty - Rebrand + Christmas 360 Degree Campaign
Developed and introduced a New Era of Cult Beauty with a comprehensive, culturally-relevant rebrand - including new logo and tagline - as Global Brand and Creative Director. Culminating in an omni-channel 360 activation spanning print, motion, OOH and immersive two-day consumer pop-up (all first’s for Cult).
The months-long campaign, comprising Autumn and Holiday, celebrated self-expression anchored in a value-led consumer strategy that resonated emotionally while communicating both trend and product - conveying the new brand tagline, For the Love of Beauty and CTA Join the Cult.
Creative direction, film direction + campaign concept, tagline.
Photography: Polly Brown, Styling: Lola Chatterton, Production: WeFolk
CULT BEAUTY PLAY
Cult Holiday Playground
Campaign concept, art direction, video direction, casting, model and product styling.
Product naming and messaging. Digital, OOH and social launch strategy.
Invited our audience to rekindle their nostalgic love of the holidays with an omnichannel campaign taking them out of the everyday, and into the Cult Holiday Playground. This was an immersive digital, social and IRL experience dedicated to empowering self-expression and - Play!
ROWAN
PIERCING FOR ALL
Rebrand and reposition 2021/22. Brand strategy and creative direction. Tagline, brand lines and key brand messaging. Art direction and elevation.
Creative visual and communications strategy anchoring the resulting culturally-relevant brand mission: Piercing For All. Overhauled and elevated visual identity, voice and position. Following the new brand strategy, Rowan secured a 20M investment to scale across North America, and is now valued at $100M.
Brand Visual Identity, Strategy & Positioning. New Tagline, Brand Lines (Play it By Ear, Give ‘em an Earful, Shine Through) Art Direction & Design Guidelines. New Casting & Influencer Guidelines.
ESTRID
LET US REINTRODUCE OURSELVES
As Executive Creative Director, I developed a new, culturally-relevant identity and brand persona for viral Swedish start-up, boosting awareness across UK/EU. Created omni-channel campaign to celebrate the launch of key new products + new packaging design, palette and VM. Content, digital design + art direction, Creative directed omni-channel campaign to reintroduce Estrid. 2024
Campaign: Creative direction, concept, messaging. Art direction, casting and styling direction.
Photography: Polly Brown, Styling: Lola Chatterton, Production: LG Studios
EVER EDEN
ALL AGES, ALL STAGES
Brand strategy, messaging and visual elevation 2021. Sephora visual ID and messaging. Copy and concept for Ever Eden’s kids NY and LA OOH skincare campaign 2021.
Developed new strategy & creative vision, Tagline ‘All Ages, All Stages’ and overall messaging approach to differentiate and elevate the premium multigenerational skincare brand as it scaled and launched beyond the US into into global markets. As a result of this brand refresh, Evereden closed a 32M round of funding in 2021.
WET BRUSH
ALL HAIR VIBES WELCOME
Brand refresh and strategic elevation 2022.
Aesthetic elevation of visual identity including new art direction guidelines, refinement of logo, casting guidelines and palette, brand fonts. Established new brand purpose and mission with accompanying, tagline, voice and casting.
SEPHORA
I Want
Concept, Strategy, Copy, Art Direction.
Relaunch of Sephora’s namesake line, Sephora Collection. The successful campaign saw high engagement across social channels, as well as in-store sales exceeding expectations and selling out multiple SKU’s. The concept and tagline are still currently being used by Sephora. Focusing on educating and inspiring our audience via content offering 'guided choice', the campaign focused heavily on social and digital, and in-store signage.
BIO IONIC
FEEL GOOD HAIR
Extensive rebrand, visual elevation and repositioning 2022. New digital design and art direction, brand palette, casting strategy, cross-channel content strategy.
Identifying the whitespace in the beauty/hair landscape to strategically reposition and rebrand leading US hair company, Bio Ionic into the hair health and wellness space. Revising the brand purpose to promote wellness and self-care, resonating with a multi-generational consumer.
