BEAUTY / NEW YOU BRANDS / NEW YOU.COM

Work

New You

BRAND TRANSFORMATION & MEDIA PLATFORM LAUNCH

THE CHALLENGE New You existed primarily as a traditional lifestyle magazine, a model that limited its revenue potential and audience engagement in an increasingly digital-first world. The strategic imperative was to transform the brand from a print-centric publication into a dynamic, multimedia lifestyle powerhouse. The goal was to redefine its presence in the Health, Wellness & Beauty sector, creating a scalable platform capable of generating diverse and sustainable revenue streams beyond the printed page.

THE CREATIVE STRATEGY As Chief Creative Officer, I spearheaded the comprehensive rebrand of New You, transforming the business both internally and externally in a true omnichannel moment. I developed the core brand strategy for their new digital platform, guiding the evolution from print media to a dynamic content ecosystem. This strategy established the essential framework that now informs all branded content and defines new revenue opportunities. To execute this vision, I then directed the development of a cohesive brand identity across all touchpoints, building the scalable system required to fuel future growth into virtual & IRL events and consumer products.

THE RESULT While the full financial impact of this recent transformation is still materializing, the project successfully established a market-ready, multimedia brand platform. This strategically positions New You to capitalize on the rapidly expanding digital wellness market, a sector projected to grow from over $450 billion in 2024 to over $1.3 trillion by 2029.

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