As Creative Director, launched a Japanese beauty brand in the UK — owning positioning, identity, localization, budget, and vendor relationships while leading a five-person creative team.

Challenge: How to prioritize the strategic groundwork that shapes the perception of the DHC brand in the UK market, especially in relation to its competitors, and manage workflows, budgets, and vendor relationships to ensure profitability. 

My role: Tailoring brand messaging, visuals, and overall identity to resonate with the UK’s language, culture, and consumer preferences.

Approach: I led the team in establishing objectives and monitoring progress for our product and brand launch. Additionally, I shaped the creative vision for the UK team, guiding them in developing concepts and directing photo shoots to effectively express both the visual and emotional elements of our strategy.

Outcome: We launched the brand successfully back in 2008.