Creative Direction | Visual Identity | Copywriting | Social Campaigns 

sanara skincare

Plant-based body rituals powered by Latin American botanicals.

Sanara Skincare is a thoughtful, plant-based skincare line celebrating and utilizing indigenous ingredients native to Latin America. The brand’s mission is to shed an authentic light on the ancient secrets to healthier skin that have been used and tested for centuries. 

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Created by potrace 1.15, written by Peter Selinger 2001-2017

Coming from a place of creating DIY content to launch the brand, Sanara Skincare was ready to take the next steps in order to elevate the visual identity. The goal was to present the skincare line in a way that would be taken seriously ~ so that curating partnerships with storefronts & spas, as well as attracting a B2C customer base would happen organically. 

We spent time exploring the fact that the Sanara Skincare audience is primarily made up of women who already have daily self-care rituals, but are seeking natural alternatives to their traditional skincare products. With this insight, we wanted to foster the idea that Sanara products would bring a luxury experience into the home of the customer. Knowing that the customer cared about the same values as the brand, we began to actively facilitate this alignment through a reinforced creative direction and social campaigns.

insight

We took a very organic approach to the visual identity: featuring real women, real skin texture and real experiences. This direction allowed us to connect on a deeper level with customers through ads - such as a ‘choose yourself’ Valentine’s Day themed campaign. Simultaneously, we brought the founder to the forefront of brand storytelling. The goal being to shed light on the fact that she not only creates the Sanara Skincare products herself, but also that the formulations stem from her personal skin issues. The resulting brand story video allowed her to communicate directly to her audience, thus building layers of brand loyalty and affinity. 

This approach allowed Sanara Skincare to gain the brand loyalty and affinity they needed to collaborate with Camila Alves McConaughey for a feature on Women of Today. Where the founder Rebekah, shared her story and soap-making techniques with thousands of women online. 

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Created by potrace 1.15, written by Peter Selinger 2001-2017

Creative Direction | Copywriting | Market Strategies 

RENZOE BOX

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Created by potrace 1.15, written by Peter Selinger 2001-2017

Where beauty meets brains

Renzoe Box aims to revolutionize the idea of the traditional makeup bag, by combining your favorite beauty products into one travel-friendly palette. This essential box features well-known brands such as Loreal, Benefit Cosmetics, MAC and more. Their unique approach empowers women to embrace their beauty and intelligence. 

Renzoe Box understood the problem that women were facing in the professional world of not being taken seriously, due to how they present themselves. However, they didn’t know how to communicate to their ideal audience. 

The brand partners with high-end brands that are featured in the box. They saw a need to elevate the brand identity and visual direction in order to match that of their partners. The idea was to create assets that gave off an atmosphere of luxury, yet still felt accessible to the target consumer.

Through analysis, it was revealed that there was an absence of humanization in Renzoe Box’s marketing initiatives. We saw an opportunity to stimulate the customer journey through a lifestyle commercial, with accompanying creative assets. We felt that video would be the best platform to show the transformation of someone who is seen as beautiful, into a woman feeling empowered by both her beauty and intelligence. This medium of brand storytelling celebrated the community of career women that Renzoe Box aimed to reach. 

insight

After discovering the kinship that the Renzoe Box founder had with her target audience, we knew that the brand storytelling needed to clearly communicate the brand mission in a way that felt natural and relatable. We moved to inject the brand values directly into the brand copy, as well as in all direct market strategies.  

With the lifestyle commercial, we worked to highlight the product as a clear solution through inspired visuals that connected with the audience on an emotional level. Our aim was for the customer to imagine themselves as the woman in the video; with a goal to leave the customer feeling empowered by the end of it. We did this through a powerfully intentional combination of music, voiceover, styling, choreography and product placement. 

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Created by potrace 1.15, written by Peter Selinger 2001-2017

Creative Direction | Visual Identity | Brand Voice Strategy | Copywriting 

frisky whiskey

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Created by potrace 1.15, written by Peter Selinger 2001-2017

Get frisky tonight. 

Frisky Whiskey is the highest-rated flavored whiskey in the world. 

Frisky Whiskey had the ambition of building a liquor brand from scratch in a market oversaturated with name-brand companies. Knowing the challenge in front of them, the team focused on two main goals: constructing a strong web experience and curating a tasteful social presence. Simultaneously the brand was navigating the waters of a COVID-era society, where libations were suddenly being poured at home rather than the bar. Once established, they aimed to build partnerships with storefronts in order to put their product directly in the hands of their target customer. They were having trouble pulling together all of their ideas into a cohesive branding experience that would guarantee sales. 

Through our research, we saw an absence of solidified verbal and visual identities that would humanize the product and connect them with their consumer on a more personal level. The target audience for Frisky Whiskey is women of color from ages 21 to 35. Empowered by the brand’s dedication to their audience demographic, we were compelled to curate a brand identity that matched the personality of the average Frisky Whiskey buyer. We saw the opportunity to lean into personalization with this brand, therefore introducing a version of whiskey that the customer had never had before. 

insight

Through our process, we paired a vibrant, yet sophisticated visual presence with fun, relatable messaging pillars in order to personify the customer journey. This fusion would allow the brand to reach audiences on a human level, giving off that same vibe that one gets after a sip of their favorite drink. Each experience with the product should leave the customer feeling confident, emboldened and elevated. 

Taking the COVID-era precautions into consideration, we delivered creative assets that marketed a ‘girls night in’ campaign. The visuals felt clean, while still allowing room for dynamic movement, posing and elements to create interest and support the hero (the product). Our main goal was to put the Frisky Whiskey product on the pedestal that it deserved, just as they put their customers above all else. 

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Created by potrace 1.15, written by Peter Selinger 2001-2017

Models: Hannah Lasure, Angie Bater 
Photographer: Shanna Hickman
Videographer: Cruz Garcia

Brand Voice Strategy | Verbal Identity | Copywriting 

1212 gateway

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Created by potrace 1.15, written by Peter Selinger 2001-2017

Vibrate higher. 

1212 Gateway is a holistic skincare brand beyond the reach of the average beauty brand. With premium products and science-backed educational experiences, their mission is to offer the consumer the necessary energy to transform their relationship with their skin. The result? An everlasting connection with one’s best self.

1212 Gateway is an influencer-founded holistic skincare brand that had garnered a substantial consumer base leading up to the launch date. With this type of following came high expectations for a clean, well executed launch supported by a strong brand presence. The brand came to us for the creative and analytical expertise needed to create a brand voice that delivered.

We were challenged to create a voice with complete individuality, and a true representation of the brand’s commitment to their target audience. Through brand voice discovery exercises, we found that the brand vision of transforming the customer’s relationship with their skin through harmonious products played a key factor in the identity creation process. Upon understanding the purpose and values, we sought to build in language and messaging pillars that perfectly captured the brand essence. 

insight

With clarity backing us, we dove into the process of developing a strong brand voice that matched the launch expectations. At each step of the journey, we posed the question of how the voice will apply in various scenarios: ranging from internal team communications to social campaigns. What resulted was a compilation of thorough market research, stand out taglines, decisive voice strategies and a robust language breakdown. As this brand was expected to launch with a high success rate, we were strategic in setting up the verbal identity for long-term growth. 

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Created by potrace 1.15, written by Peter Selinger 2001-2017

Visual Identity | Brand Voice Strategy | Verbal Identity | Brand Positioning 

exxy

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Created by potrace 1.15, written by Peter Selinger 2001-2017

Experience a refreshing take on luxury.

EXXY offers harmonious CBD products for men & women that support conscious buying choices through clean, wellness-inspired ingredients, stylish designs and an elevated experience.

EXXY was building a brand from scratch in the rising CBD industry. Though the CBD market offers robust opportunities for entrepreneurs, production and marketing regulations present obstacles that require creativity and ingenuity to overcome. Knowing this, the EXXY team was led to lean on our creative and logistical expertise in order to bring their brand to life, and in front of their desired audience, through evolution, iteration and refinement. 

With EXXYs deep commitment to creating products that introduce stylized plant-based solutions to the luxury buyer demographic, it became clear that we needed to paint a picture that would appeal to, and capture, the right audience. This niche mission played a critical role in positioning EXXY as a wellness-focused brand unlike any other. We quickly identified the opportunity to pair a cultivated verbal identity with that of a vibrant visual identity that would feel bold yet elevated compared to competitors in the luxury CBD market. 

insight

Given the nature of the CBD industry, we felt compelled to first establish resolute brand positioning that would act as a key supporting resource in the branding journey. From there, we were challenged to integrate the highly unique cocktail of visual + verbal identity that would guarantee the attention of the target consumer. Throughout our process, we also took the necessary steps to continually educate the EXXY team on the CBD industry so as to empower them in their future endeavors.

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Created by potrace 1.15, written by Peter Selinger 2001-2017

Brand Voice Strategy | Verbal Identity | Copywriting | Creative Direction | Market Strategies

afterglow

Inspiring great sex.

a revolutionary company merging porn and sexual wellness through mouth-watering, sex positive content that highlights the pleasure of all participants.

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Created by potrace 1.15, written by Peter Selinger 2001-2017

afterglow was seeking creative direction and a solidified branding experience. As an emerging brand coming onto the scene of a monopolized market, they needed to increase brand awareness in a unique way. Fundamentally, they wanted to dig deep in order to discover what their ideal customer was truly looking for in the erotic space. With a crowdfunding campaign looming head, they were entering a beta-testing phase ~ which resulted in a need for a deeper focus on verbal and visual identity, as well as high-quality creative assets to support future initiatives.

Marketing porn primarily to women-identifying audiences is more variable than traditional marketing methods within the porn industry. A solid verbal strategy would be required in order to successfully drive marketing messages to the target consumer. A connection was soon found between afterglow’s own mission + values to that of a traditional wellness company. Through a continual understanding of this target consumer, we honed in on positioning pleasure as a form of wellness practice. 

insight

In order to build a solid brand foundation on which to grow, we created a strong interblend of the visual + verbal identity. Once identity was discovered, we moved into the launch marketing phase ~ leaning into a nostalgic feel with our market strategies. We wanted to remind the target audience what it was like when they discovered their own sexuality as a young person, eliciting that memory of discovery with a ‘late night’ aesthetic. This strategy allowed for the target consumer to identify with a brand that feels trustworthy and familiar, while still introducing an electrifying new experience. 

the approach

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Created by potrace 1.15, written by Peter Selinger 2001-2017

problem

I worked with Jessie and Daniela when I first started afterglow and was looking to dive into our visual style and brand voice. They immediately “clicked” with what I was doing and showed a deep understanding of my brand. I consider myself more operational than creative, and I loved how they took me through a process designed to unlock my creativity and vision. They took the jumble in my head and turned it into clear standards I could communicate to the team.  

lilly sparks || founder & CEO of afterglow

Head Designer: Maria Gotay
Graphic Design: Masha Ploshe
Models: Eden Hakimzedah, Brenna Jones
Photographer & Videographer: Kelly riot
Associate producer: learda shkurti