Skin by HC

Concept, copy, and digital art direction for interior designer Collette Noll’s website, with focus on her variety of client-forward services and recent successful collaborations.

Year
2024

Client category
Beauty; Luxury

The need

Skin by HC is a beauty and wellness start-up. Skin by HC’s product line existed, but the business didn’t have a cohesive communication strategy or formal voice and personality guide.

This brand voice needed to feel relatable in a competitive, regional market, while simultaneously presenting as a world-class product to a national e-commerce audience.

The solution

With no existing materials or guidelines in place, I collaborated directly with the founder to shape the brand’s personality, voice, tone, style, and messaging from scratch, focusing on creating a voice that was easy-going, sophisticated, and educational regarding the origin of and intention behind different wellness practices from around the world.

Once the brand expression was locked, I developed the brand foundational elements, including the mission statement, brand promise, and content strategy. My work then evolved to rolling out the brand foundations across the communication system, including website copy, FAQs, Launch press materials, email templates and copy guidelines.

The result was a consistent, engaging brand identity that supported the company’s growth across channels, including an Instagram following of nearly 10K.