What does a rebrand look like when the goal isn’t to become someone new, but to become more recognizable as yourself?

Over the past year, I’ve had the opportunity to evolve the creative direction of Vanity Skin Bar, developing a visual and social identity that better reflects the personality already behind the brand.

The direction became darker, more editorial and a little unexpected, balancing the clinical side of aesthetics with gothic edge, femininity and the authentic energy of Vanity Skin Bar’s owner and lead injector, Cara.

My work has included developing campaign concepts, directing content shoots, building visual storytelling across social media, and creating a more cohesive brand voice and content strategy.

The goal was never to make Vanity look like every other med spa. It was to build a world that felt distinctly like Vanity Skin Bar.