Brand Strategy / Creative Direction / Brand Style Guide / Tone of Voice Development


As a team we helped elevate the NuFACE brand experience through a renewed positioning and fresh campaign imagery.


Having achieved tremendous growth, NuFACE’s shifting sales strategy lead to their target audience and purchase experience evolving.

Redefining NŪFACE

After conducting key stakeholder interviews, we distilled NuFACE’s company and brand values to identify their mission, brand pillars, positioning and story, to better-reflect the vision of the brand.


We helped bridge their past with their future vision, developing their tone of voice and through the creative direction of recent ad campaigns. This created the foundation for both consistent messaging and visual language for all customer touchpoints. We worked with beauty photographer Sara Silverman to create fresh imagery that pushed NuFACE further into the global beauty space.


We created a comprehensive brand style guide for NuFACE, to align visual language and brand messaging to ensure future campaigns will be consistent with the newly developed assets. This includes tone of voice guidelines and messaging examples. We made updates to the brand identity to ensure consistency, and conducted typography and color explorations to further define their design direction.