OMY LABORATOIRES

Brand System & Launch Campaign

FULL-SCOPE CREATIVE DIRECTION · BRAND LEADERSHIP · BRAND STRATEGY DEVELOPMENT · AUDIENCE & CUSTOMER ARCHETYPES

BRAND IMAGE & VOICE DEVELOPMENT · 360° ART DIRECTION & VISUAL DESIGN · CASTING DIRECTION · CONTENT STRATEGY & DESIGN · CAMPAIGN & STORYTELLING FRAMEWORKS

DESIGN DIRECTION · DESIGN SYSTEMS & TEMPLATES · BRAND BOOK & ENABLEMENT · PROCESS IMPROVEMENT · CREATIVE TEAM LEADERSHIP & TRAINING

CHALLENGE

Omy Laboratoires entered the market with an innovative proposition: personalized skincare powered by AI-driven diagnostics and tailored formulations.

The challenge was translating scientific credibility and advanced skin technology into a brand world that felt human, refined, and emotionally accessible - while embedding a distinct identity capable of standing out within an increasingly saturated beauty landscape.

At the same time, the brand required the strategic & internal creative foundations necessary to support rapid growth, product expansion, and long-term market recognition.

APPROACH

I helped shape and evolve the brand from both a strategic and creative perspective, enriching the Brand Guidelines, defining the Brand Strategy, and developing Campaign and Storytelling Frameworks that translated personalization and innovation into a cohesive, human-centered expression.

Working across brand, image, and creative direction, I collaborated closely with internal teams and external partners to refine & execute the brand DNA, visual language, packaging system, art direction, and tone of voice, ensuring consistency & clarity across every touchpoint.

In parallel, I crafted and directed Omy’s first national brand awareness campaign while leading the launch of its personalized skincare line and redesigned packaging ecosystem across all product categories.

The approach focused on balancing scientific authority with warmth and accessibility, building a beauty brand that felt credible, modern, and culturally relevant without losing emotional connection.

IMPACT

Within six months of launch, Omy established itself as the leading Canadian personalized skincare brand, achieving B-Corp certification, pioneering refillable customized formulations, and earning significant recognition as one of the country’s most innovative beauty start-ups.

Beyond the campaign itself, the work created the strategic & creative infrastructure needed for long-term scale. By training and mentoring a highly junior in-house team, I helped establish stronger internal creative processes, clear brand standards, and a cohesive approach to communication across departments and touchpoints.

Through bespoke visual, narrative, and copy frameworks, the brand gained a scalable content system capable of maintaining consistency while adapting across campaigns, product launches, social, packaging, and growth initiatives. This allowed Omy to communicate complex scientific innovation through a more resonant, accessible, and culturally relevant lens.

The result was a distinct & recognizable brand presence - one that differentiated itself within the beauty space while supporting rapid growth, stronger customer connection, and long-term brand equity.