Atticus saw an opportunity to redefine how men’s skincare was positioned. Rather than relying on fear, vanity or exaggerated claims, the goal was to build a brand rooted in curiosity, self-improvement and contemporary masculinity before any visual identity work began.
THE CHALLENGE:
The category had become predictable. Most brands relied on clinical language or outdated ideas of masculinity, leaving many consumers disconnected from the conversation. The opportunity was to position Atticus as a trusted guide that educated rather than intimidated.
THE APPROACH:
Working with the founding team, I led the brand strategy and creative direction, translating research into a complete brand platform. We defined the positioning, personality, tone of voice, messaging framework, customer archetype and visual territory. The identity drew inspiration from fashion, editorial design and contemporary culture rather than conventional DTC skincare.
THE OUTCOME:
The result was a strategic foundation that aligned the team around a clear point of view before design execution began. By connecting consumer insight with brand positioning and creative direction, Atticus established a platform capable of growing beyond products into a recognizable lifestyle brand.
Role
Creative Director
Agency
Combo
* Brand strategy
* Consumer research
* Positioning
* Brand principles
* Brand pillars
* Messaging framework
* Tone of voice
* Creative deirection
* Visual territory
* Mood and inspiration
* Art direction