The Challenge
Develop a complete brand identity for a new skincare spa launching in an upscale neighborhood of Singapore. This included designing all visual elements—from in-store décor and advertising to sales collateral—while working remotely from New York with a 12-hour time difference. The goal was to establish a distinctive and elegant aesthetic that would seamlessly blend with the surrounding luxury retail environment.

​

The Solution
I collaborated closely with the spa’s founders on a wide range of creative needs, including branding, social media, website design, sales presentations, and ongoing marketing materials. At the start of the project, I traveled to Singapore to scout the location and study the visual language of nearby businesses. Based on this research, I developed a series of design directions, ultimately refining them into a cohesive brand identity and style guide. This was a significant undertaking—my first time leading a project of this scale—and it demanded a high level of creative flexibility, cross-cultural sensitivity, and visual precision. 

​

The Results
The clients were thrilled with the final branding. We swiftly moved into production after finalizing the brand guidelines, launching with a strong and polished identity that made an immediate impact. Though originally intended to be a mid-tier spa, the elevated design and branding positioned it as a premium destination from day one. The spa quickly became a neighborhood favorite and has continued to thrive years after its opening. This project remains one of my most rewarding branding experiences to date.