As Head of Brand at Beautystack, I led a team to define and launch the brand - initially in late 2018, followed by a brand uplift in late 2019. Working with CEO Sharmadean Reid and Art Director Rianna Osanwuta, we established the brand foundations and built a unique and beautiful brand identity that resonates with our core user group. We wanted Beautystack to be an industry leader in groundbreaking communication, creating content that remained ahead of the curve, empowered our users and set a benchmark for other brands.

My role was to create and adapt our brand strategy for our user personas and maintain the brand identity across all company products, marketing initiatives and communications.

Scope Included:

Creating a comprehensive brand bible, including tone of voice documents, visual guidelines, social media guidelines, editorial guidelines and Brand team VMP
User personas and high expectation customer profile
Community messaging calendar in line with the user personas
Creating key campaigns to solidify the brand message (see here, here and here)
Creating the Beautystack zine
Working across product and marketing on all projects to ensure brand cohesion and unified messaging to effectively connect with our audience
Market research and user testing