1212 Gateway

1212 Gateway is a skincare brand founded by influencer, actress, & model: Catherine McBroom. Due to the high-profile founder, the brand had garnered a substantial consumer base leading up to the launch date. With this type of following came high expectations for a clean, well executed launch supported by a strong brand presence. The brand came to me for the creative and analytical expertise needed to create a brand voice that delivered.

I worked with the 1212 Gateway team to establish the brand voice as an energetic foundation for cohesive copy strategies. Through brand voice discovery exercises, I found that the brand vision of transforming the customer’s relationship with their skin through harmonious products played a key factor in the identity creation process. Upon understanding the purpose and values, I then sought to build in language and messaging pillars that perfectly captured the brand essence. 

Through my creation of brand identity and messaging systems, the brand was able to grow and evolve successfully through launch phase and beyond.