Shaping the next iconic brands

Get on the path to becoming a household name. We blend timeless branding principles with digital-first content strategy to take beauty and fashion brands to the next level

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We help small teams
big brand dreams

We partner with up-and-coming beauty and fashion brands with lean marketing teams to define, or refine their brand strategy, brand and product messaging, visual identity and content storytelling.

We're trusted by brands in the US, UK,
Australia & Asia

Brand Spotlight


Victoria Beckham Beauty




Juvia's Place


From D2C star to
global retail sensation 

From ruling the online market, to international retail success. You know your brand could go all the way. And a growing community of brand-proud fans
is what will help get you there.

Close up of a woman's eyes

Meaningful customer connections propel
you to the next level

But you can get held back

When you know what your brands stands for, but haven't put it into words

You know your brand inside-out but haven't captured its essence in concise, compelling words to align others to the vision.

When your team haven't
nailed your story

Your team produces beautiful content but don't know how to tell rich brand stories, so they fall back on making content only about your products.

When your agencies and partners don't get you

You're dismayed when your agencies fail to understand the heart of your brand, getting in the way of what you truly want to relay to the world.

When your brand doesn't
look the part

Your visual presence doesn't match the calibre of your products or align with your future goals. Your brand's not dressed for next-level occassions.

Effie Asafu-Adjaye

“After spending over a decade working with established global brands, e-commerce start-ups and brand strategy agencies, I created our brand expression system to help founders build the brand of their dreams."

Founder & Director

Ready to level up?

We created our unique brand expression system
that helps brands;

✓ Build a wider community of brand-proud fans
✓ Land retailer opportunities they’ve only dreamed of
✓ Drive more sales

We deliver services across;
• Brand positioning strategy
• Brand messaging and tone of voice
• Brand visual identity design

• Content and community campaign strategy
• Content production support

Discover our system

Phase 1: Brand Principles
Stand out in a sea
of brands

We'll amplify what makes you one-of-a-kind by sharpening your brand strategy, message and story 

Phase 2: Creative Expression
Glow-up your visual

We'll refresh your visual identity to shift to reflect where you're going rather than where you started

Phase 3: Story Expression
Attract and build a community of brand evangelists

We’ll help your team create more meaningful content and launch new brand building campaigns by infusing your unique story and values across your brand channels

Phase 4: Activation
Empower your team to deliver exceptional work

We’ll align teams to your brand vision and improve the calibre and consistency of their work
by providing implementation tools
and production support

We'll customize the brand expression system for you

Our Strategists deliver bespoke projects shaped around the phases you need help with the most.

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 Attract next-level opportunities

Our system creates a cohesive brand presence, irresistible differentiation and a compelling brand story that just resonates. These are the foundations that attract a growing community of brand-proud fans, set you up to ace retailer pitches, secure more top-tier press and attract
partnerships that move the needle.

Pretty pictures alone
only go so far

Brands without a comprehensive system for their strategy, presence and stories struggle to sustain customer attraction, maintain loyalty and maintain growth. They rely on discounts and promo offers to get attention, bringing only short-term gains.


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How does your brand rate?

Evaluate your brand's strengths across the same essential foundations that icons use to dominate the market, and set the standard. Receive a tailored report, with actionable steps you can implement to enhance your brand across pivotal brand-building elements.

Fast Company

In the news

Our thought-leadership has garnered recognition from press showcasing our expertise in the field.

See our work
and reviews

Take the next step in your brand's journey

Get in touch with us. We'd love to hear from you.


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