My task was to modernise Gilette Venus’ brand to reflect the evolving conversation around body positivity. To do that, I led the creation of Studio V, an new internal content studio designed to transform how Venus showed up in social.

We built a nimble, in-house model that helped Venus move beyond outdated beauty conventions and redefine its relationship with skin.

Studio V gave Venus an entirely new social identity. We developed new creative guidelines and a visual and verbal language rooted in inclusivity, body positivity and representation across all skin types.

Under the platform Re-Righting the Rules, we challenged the conventions traditionally associated with shaving and helped Venus become a more modern, culturally relevant brand.

The result was a social presence that felt more inclusive, authentic and empowering, with a clear creative framework for how the brand could show up consistently across every channel.