I developed the brand identity, visual language, and launch campaign, creating a sophisticated aesthetic for a modern, style-conscious audience. I led the creative direction, casting, and production of the New York photoshoot, featuring a diverse cast that reflected the brand's inclusive vision. The custom identity subtly incorporates the letter "I" to celebrate the individuality of every woman, while a palette of warm neutrals, soft whites, and refined gold accents echoes the beauty bar's elegant interiors.

The identity was applied across packaging, digital, signage, in-store graphics, and brand collateral, creating a cohesive and elevated retail experience.