selected work

/Flawless

Brand Strategy /Brand Architecture / Branded Retail Experience/Identity System & Guidelines /Brand Engagement/Advertising & Promotions/Brand Management Consultancy

Winner of Philippines’ (PRA) Best Retailer Brand 2009 and 2010. 

Concept explorations for Flawless Identity System and Brand Experience designs.

If winning Phillipines’ best retailer brand award is any testimonial following the rebranding efforts for Flawless, then it certainly was an immense success considering that it was not only nominated for the first time, it defeated incumbent Bench Fix. Flawless won the award again in 2010, including Hall of Fame.  

The media covered the relaunch with much enthusiasm which followed one of the most keenly watched teaser advertising campaigns. Many journalists commented that it was one of the most effective and refreshing rebranding in years. Flawless, co-owned by Dr Vicki Belo M.D. (one of the world’s most renown cosmetic surgeon and Asia’s best) and Rubby Sy (one of Philippines’ top entrepreneurs) is one of the country’s fastest growing dermatological & aesthetics beauty clinics.

An end-to-end integrated branding project - strategy, identity system design, branded retail environments, customer journey design, product & packaging design, staff brand engagement through to advertising, the rebranding was a result of many months of in-depth market research, brand audit and extensive customer-journey and brand experience redesign, the rebranding programme took only 5 months.

Initially tasked to revitalize the brand, developed a new business plan and to help create the launch and advertising campaign, Lexis was subsequently retained as the brand custodian following the success of the rebranding.