Helping PROVEN evolve from a direct-to-consumer pioneer into a brand ready for the shelf, with a clear and confident identity that balances science and soul.

Creating Las Chicas as a purpose-led platform to champion the next generation of female culinary talent. Kraft Heinz launched the brand to close the gender gap in professional kitchens - supporting ambitious chefs and inspiring a more inclusive future for food.

Transforming Axe from a traditional fragrance brand into a bold symbol of Gen Z self-expression. By redefining the brand world and pushing a visual identity that mirrors youth subcultures, Axe stayed culturally relevant and emotionally resonant, sparking fresh engagement and loyalty with a new generation.

Unifying Gong Cha’s global franchise network with a bold identity that sparks joy, invites discovery, and delivers brand consistency across markets. A cohesive expression that amplifies the brand’s emotional appeal and retail presence, while staying true to its playful spirit.

Elevating Flora & Curl’s presence through a confident, authentic, purpose-driven identity built on sustainability, clarity, and community. The redesign transitioned the brand from niche to retail-ready, strengthening shelf standout while staying true to its mission of empowering textured-hair care with simple, plant-powered solutions.

Sharpening TRESemmé’s professional edge to reclaim its salon authority. A confident repositioning that elevated product credibility, simplified portfolio navigation, and reignited emotional connection with consumers seeking performance they can trust.

Bringing Vaseline into the cultural spotlight through a buzzworthy limited-edition collab. A strategic partnership with Emily in Paris that fused beauty with pop culture, driving relevance with trend-led audiences and reframing the brand through the lens of everyday glamour.