About the project
In this project, I was faced with the challenge of managing the creation of a new cosmetics brand that was about to launch. While the product showed a lot of promise, it needed a brand that could match its potential and help it achieve great success.
There were numerous obstacles to overcome during this project, particularly as the company was made up mainly of technical pharmaceutical professionals or employees with a B2B background who had never worked directly with end consumers. In addition, the company’s culture was undefined, and it had a lot of structural issues that needed to be addressed. The branding project represented the first step in organizing the company’s internal environment, identifying its unique strengths and potential, and then strategically translating these into a brand that would move from the inside out.
This project enabled me to apply my branding knowledge to a unique context, leading me to create my own methodology – the Brand Journey. It also allowed me to structure the project effectively, providing a framework for future projects.
Skills in this project
These are the skills I most developed during the project.
Step 1
In this phase, we first organized the company from the inside, which would than serve as the foundation for the subsequent phases.
- Business model structuring
- Market research and competition analysis
- Culture alignment through workshops and dynamics
Step 2
After collecting all relevant data for the project, a strategic study was conducted to identify differentials and begin defining the brand’s identity.
- Study of differentials, which served as essential strategic points for the brand. Strategic and tactical differentials were defined
- Brand X-ray: identification of the most important aspects of its identity, later used to choose the pillars of positioning
- Value proposition statement
- Translation of the identity through the creation of a persona for the brand
Step 2
After collecting all relevant data for the project, a strategic study was conducted to identify differentials and begin defining the brand’s identity.
- Study of differentials, which served as essential strategic points for the brand. Strategic and tactical differentials were defined
- Brand X-ray: identification of the most important aspects of its identity, later used to choose the pillars of positioning
- Value proposition statement
- Translation of the identity through the creation of a persona for the brand
Step 3
After analyzing the findings and defining the strategic differentials, there was already an idea of how the brand would position itself in the market. However, there were still various possible paths to follow in the brand discourse, and it was therefore necessary to determine the positioning pillars – brand attributes that showed the most potential to set it apart in the market. Thus, the positioning was delimited within a unique narrative, which would guide all the brand’s communication, across all its forms of expression.
Step 4
Alongside the development of the strategic part, I worked closely with a designer who was creating the brand’s visual identity in a way that best conveyed its essence and the desired emotions and messages for the brand image.
After that, we did a research with potential buyers to validate the compatibility between the brand’s DNA and visual identity, ensuring that the image was aligned with its identity, and the results were very positive.
Want to see more?
Continue on this journey and check out the other projects in my Portfolio.