FACECARD
Facecard is a conceptual skincare brand built around the platform Made For Real Skin, responding to growing distrust of AI generated content and perfection focused beauty marketing.
CHALLENGE AND GOALS
The challenge was positioning honesty as the actual product rather than a tone layered over the same old promises, in a category where every brand already claims some version of authenticity. The goal was to find a gap between Bubble, Krem, and Ardene rather than picking one as a direct competitor, since none of them were the real problem Facecard exists to solve.
THE OUTCOME
The final identity holds together across a full nine post grid pass, a PR seeding email written to read like a real inbox message before it reads like brand copy, and a before and after asset rewritten into a same day, same face pairing instead of a glow up narrative. Content pillars split close to even across education, social proof, and brand voice, because a brand claiming it doesn't need to perform perfection loses that claim fast if every post is secretly a pitch.
THEIR DELIVERABLES
Trend forecasting
Consumer insights
Brand strategy
Visual identity design
Content strategy
Instagram feed design
PR and influencer strategy
Creator content brief
