Brand Study | Mindmap

01 — Project details

A strategic brand study and repositioning project, focused on redefining beauty through lived experience, cultural relevance, and contemporary narratives.
Deliverables included brand strategy, refresh directions, and a social media framework, aligned with the zeitgeist of now.

02 — Creative process

My approach was rooted in qualitative cultural research and direct observation of contemporary beauty behaviours.
I combined trend analysis, focus groups, conversations, and cultural mapping to identify shifts in attitudes, rituals, and expectations.
These insights were translated into a clear brand framework, shaping strategic directions, narrative angles, and social media expressions.

03 — Results

The project resulted in a clear brand repositioning, bringing focus, relevance, and direction to the brand’s presence and social media communication.