Dear Beauty Brand Visionaries,

Look Sharp, Stand Apart. Make Customers fall in Love

People are waiting, they just don’t know you…yet.

brands we’ve helped in the past
Step 1

STOP trying to be everything to everyone

It's impossible to build a successful brand that serves everyone. However, it’s in the best interest of every business to extend their brand’s appeal as far as possible to maximize profit.

But here’s the problem: When we try to be everything to everyone, we run the risk of being nothing to nobody. We end up watering down our message and become so vague no one knows who our offering is for and our potential customers turn to other, more specific options.

So, how do we stand out yet appeal to a wide audience to maximize profit at the same time?

First, go to one market extreme and pick a tightly define customer segment. Focus on their specific pain, needs, and aspirations so you can add purposeful value to their lives. Once you own that segment, repeat with another, and then another.

Step 2

Build your brand based on your customer’s aspirations

Your customer segment aspires to live a certain way and a brand should keep that in mind when considering how they want their brand to be perceived by people.

Every brand has a unique personality. It tells the world what you have to offer. We don’t just sell beauty, we sell dreams, happiness, hopes, confidence or happy-go-lucky spirits. A brand’s personality is a lot more than a logo. It’s a distillation of what your audience aspires to be. The colors, typeface, voice, product, packaging, and imagery need to convey that aspiration and show them how to get there.

Maintaining a consistent brand personality and therefore, aspiration, is the key to earning customer recognition. It’s what sets your beauty brand apart from the others and leaves a lasting impression on your audience.

Step 3

Stay top-of-mind with brand experience

Many brands have a lot of value to offer the world but never will, because no one knows they exist. A brand needs to create a well-defined path to consumers with a relationship-building purpose.

A brand experience is a strategic journey consisting of the entire experience people will have with your brand. The journey — from not knowing you exist, to buying from you, to showing you off to their friends — is made up of a series of touchpoints. Each touchpoint is designed to get the right information to the right customer at the right time on multiple platforms to influence buying behavior.

When a brand is successful at staying top-of-mind for a consumer across multiple categories, it gives the brand tremendous authority and allows a consumer to come much closer to making a favorable purchase decision.

It’s not necessarily about the frequency, but the consistency. When a brand conveys a message that resonates, builds a presence that is far-reaching, and sticks around for a long period, it’s hard to miss.

Featured brand


The strategy that created 1.5 million sales in 8 short months.

See how we used our framework to help Theorie reimagine their brand to create a memorable experience that aligned their targeted customer with the brand.

Click to see our framework
Featured brand


The strategy that created 1.5 million sales in 8 short months.

See how we used our framework to help Theorie reimagine their brand to create a memorable experience that aligned their targeted customer with the brand.

Click to see our framework
Featured brand


See how we used our customer-centric framework to help Theorie reimagine their brand and created a memorable experience that aligned their targeted customer wants and needs with the brand.

This is the strategy we used to help create 1.5 million sales in 8 short months.

Click to see our framework
Featured brand


The strategy that created 1.5 million sales in 8 short months.

See how we used our framework to help Theorie reimagine their brand to create a memorable experience that aligned their targeted customer with the brand.

Click to see our framework



Charles. K

“Every person that has seen our re-brand are completely amazed!! Great job!! I showed my colleague the new packaging, and he was completely amazed of the quality, graphics and condensed way to present our company.”


Rudford. H

“Hugo is an extraordinary product development specialist. He can create, design, and brand fragrance/beauty products as well as manage the entire product development process. When we worked together, he elevated the entire product development team with his talents and skills.”

Elizabeth Arden

Yasmin. K

“Hugo’s insight into our brand will be very valuable as we grow. Going through this process I was able to learn more about the strategic direction our brand must implement to have market value. I look forward to working with you in the near future on other aspects of brand development.”


Ann. M

“The constant steady stream of smart, unique perspectives added into the mix of our private label line was the new energy we needed.”

Member’s Mark

Laura. M

“Hugo has been a wonderful resource for us. As we develop our new brand Moodzee, we knew we needed help with brand identity and packaging. We reached out to Hugo and were able to quickly develop artwork that solidifies our brand. Hugo is no-nonsense, great boundaries and excellent follow-through.”


Ano. K

“I highly recommend Hugo as his services, we had several epiphanies during the well thought out sessions. His meticulous nature allowed us to drill down to the core of why we are in business, and how we can get to where we want to go. I highly recommend his services for strategic planning and branding.”

Pioneer Medical Foundation

Michael. D

“I’ve had a chance to sit with our CEO this morning, I think you’ve made us fall in love a little bit! Overall, she loved the work & all the background research to understand our business, the projects, etc. You should feel very good about that.”

Celestial Bodiez

Giovanni. G

“I had the privilege of working with Hugo on a few 3D modeling and rendering projects and have been blown away by his technical capabilities and expertise. He has a great understanding of what clients need and how to achieve it consistently. Hugo is truly a gems to work with.”


Eric. L

“You are really awesome. As a creative director, it is a pleasure and a relief to work with people whose taste and judgement you trust, and who add valuable thinking to the recipe. No micromanaging necessary. Still, you stayed willing, sunny, easy-going and professional.”

Avon Products

Ganelle. G

“Hugo is very informative and he’s very kind. He has no problem explaining how the business works and what he can help you with. Believe him when tells you "I understand" because he does!”

Starting from $10,000 and up

Level one
Brand Roadmap

Brand Attributes
Brand Statement
Brand Positioning
Target Customer Persona
Customer Journey Roadmap
Competitor Traffic Analysis
Brand Stylescape
*Approximate 2-3 weeks
Best suited for a small company. You’re serious about laying a foundation for your brand but have limited available resources. Your business model is simple and your needs are minimal.
Starting from $40,000 and up

Level Two
Brand Refresh

Everything in level one, plus:
Identity System Design
Secondary Package Design
3D Product Visualization
Product Photography
Artwork Production
Product Sales Funnel Page
*Approximate 3-4 months
Best suited for a small- to medium-sized company. You’re a growing organization with systemic issues that are affecting your brand. The problem is deeper than just an outdated logo.
Starting from $100,000 and up

Level Three
Brand Reboot

Everything in level one & two, plus:
Primary Product Design
Point of Purchase System Design
Marketing Collateral
Brand Lineup Extension
Product Video
E-Commerce Store
Email Nurturing Campaign
Paid Social Media Advertising Campaign
Organic Social Media Campaign
*Approximate 8-9 months
Best suited for a medium- to large-sized company. You’re an established enterprise, often with a global presence. Your needs are complicated by the size and complexity of your business model.