WORK THAT SPEAKS FOR ITSELF
Every brand I work with is different. The challenge is different, the market is different, the founder is different. What stays consistent is the approach: honest diagnosis, sharp strategy, and relentless focus on outcomes that matter.
Case Study — Brand Repositioning & Commercial Strategy
High-end medi-spa, Paris, France
Margins Improving
Revised pricing structure implemented
Loyalty Strategy Budgeted
Ready for rollout
Complete Brand Transformation
Identity, platform, and visual system built from scratch
New Name, Zero Legal Risk
Full rename led from concept to brand book
The Challenge
A five-year-old Parisian medi-spa approached me ahead of a planned relocation: a natural inflection point that surfaced five interconnected needs: a full pricing overhaul to protect margins and align competitively at the new location, a read on the competitive landscape surrounding the new site, a complete brand identity built from scratch, a full rename to resolve an existing legal conflict risk, and a loyalty strategy to retain existing clients while attracting new ones. The business had no real brand platform in place: no storytelling, no visual identity, no strategic foundation. Everything needed to be built, starting with the name itself.
How I Led It
I approached this as one integrated leadership mandate rather than five separate projects, since naming, pricing, brand, and loyalty are most powerful when they reinforce each other.
Naming — I led a structured brainstorming process, developing multiple name candidates each accompanied by its own brand storytelling rationale, so the client wasn't choosing between words, but between visions. Once the name was approved, I led the development of a distinctive visual expression that brought the chosen name to life with its own unique identity language.
Brand Platform — I delivered the client's first-ever complete brand book: brand platform, storytelling, essence, mission and vision, five core values, positioning and brand promise, functional and emotional benefits, tone of voice, and four brand pillars. The tagline, expressing "understanding your skin," was extended across secondary applications to reflect the science-led, dermo-cosmetic positioning.
Visual Identity — I led the development of a complete visual identity system: primary and secondary logo lockups, a dedicated trademark-filing logo version, a full color palette (CMYK and Pantone, including metallic gold, silver, and copper accents), a custom typography system, and full usage guidelines.
Brand Deployment — I directed brand rollout across all touchpoints: social media, storefront signage, in-spa brand communication tools, ensuring the new identity landed consistently across every client-facing surface.
Pricing & Competitive Landscape — I reworked the full treatment pricing structure to protect margins while staying competitively positioned, informed by a detailed mapping of competitor offerings and price points at the new location.
Loyalty Strategy — I designed a complete loyalty program strategy, defining the reward structure and identifying the right platform to run it on, which the client approved and budgeted for implementation.
What It Delivered
A business facing relocation, legal risk, and a complete absence of brand identity emerged with a new name, a full brand platform, a distinctive visual system, improved pricing, and a loyalty strategy ready to launch. The new identity is now actively rolling out across the spa and all client-facing materials. Margins have improved following the pricing overhaul.
The result was not just a brand refresh, it was a business foundation built from scratch, positioned to attract a more premium clientele and compete with confidence at the new location.
Case Study — Brand Overhaul & Digital Repositioning
A French haircare brand with a strong product range and a clarity probleM
Brand Platform Built from Scratch
Positioning, USP, storytelling, values
7 Ranges Clarified
Across hair type and hair need
Listed on Sephora & Atida Santé
Prestige & parapharmacy e-distribution secured
Sales Growth Post-Relaunch
Following full brand and digital overhaul
The Challenge
The brand came to me with a clear sense that something wasn't working, but not yet a full picture of why. They had built a substantive product offer: seven distinct ranges, each with four SKUs covering shampoo, conditioner, mask conditioner, and serum. The architecture was there. What was missing was the logic that made it navigable for a consumer standing in front of it, and a brand platform strong enough to give it meaning and distinctiveness in a competitive category.
How I Led It
I led this program as the brand's outsourced marketing leader, working in close collaboration with their CEO and marketing team, directing the strategic framework and key decisions while executing alongside them or guiding them and external partners across each workstream.
To validate and sharpen the client's instinct, I conducted a full brand audit alongside a structured review of their key competitors, examining how the category communicated range differentiation, hair type targeting, and benefit hierarchy. I also reviewed their existing website and Amazon customer reviews, where a consistent pattern emerged: consumers were genuinely confused about which product was meant for them. The problem wasn't the range; it was the absence of a clear differentiating framework built around hair needs and hair types, and the absence of a compelling brand story to anchor it all.
Brand Platform — I built the brand's first complete platform from scratch: brand concept, mission, values, and personality, a clear and distinctive USP anchored in stronger formulation and science-backed results claims, unique brand storytelling, and a clarified target audience framework across each product range. This became the strategic foundation everything else was built on.
Range Differentiation — I built a clear consumer-facing framework across the existing seven ranges, organizing them around specific hair types and hair needs, giving each range a distinct identity and consumer entry point without changing the product architecture itself.
Product Copy — I rewrote all product descriptions to reflect the new range logic, ensure EU regulatory alignment, and speak directly to each consumer's specific hair concern, replacing generic product language with clear, benefit-led communication.
Regulatory Compliance — I liaised between the brand and their regulatory partner, coordinating the review process, translating requirements into actionable guidance for the client, and ensuring corrections were understood and implemented across the range.
Ecommerce — I provided strategic direction for the website redesign, guiding the brand's team to restructure site architecture around the new range clarity, improve SEO copy, and replace stock and AI-generated imagery with real product and lifestyle photography.
Social & Content — I collaborated with the brand's team on strategic direction, defining the graphic direction, content strategy, and approach to influencer partnerships and video content, including the decision to establish a TikTok presence. Execution was led by their team, guided by the strategic framework I put in place.