International Institute for Active Ageing Creative and Brand Strategy
When I joined the International Institute for Anti-Ageing (iiaa), my first major challenge was to lead a full-scale repositioning and rebrand. The goal was to transform the company’s identity from one rooted in the language of “anti-ageing” to a forward-thinking, science-led champion of pro-ageing well.
Recognising that the term “anti-ageing” carried negative and outdated connotations, we evolved the brand into the International Institute for Active Ageing — a name that reflects a positive, empowering approach to skin health and longevity.
The project spanned every aspect of brand transformation: from brand and creative strategy, tone of voice, and visual identity to art direction, brand toolkits, and the design and development of a new website. The result was a cohesive and inspiring new identity that redefined how the brand communicates its purpose to both professionals and consumers.
Creative Strategy
Results
Repositioned a five-brand scientific skin health portfolio into a unified, future-facing brand ecosystem
Established a new visual identity and creative direction grounded in science, credibility, and modern clinical luxury
Built scalable systems for paid and organic social, CRM newsletters, and ongoing content creation
Reimagined trade show presence and physical brand assets to deliver consistency across real-world touchpoints
Delivered an end-to-end brand system designed to support long-term growth and future marketing investment
Rebrands succesfully contributed to opening new sales channel of Doctors and clinics
Repositioned brands contributed to +30% new B2B revenue growth and +200% D2C growth across new websites.
New retail design across Harvey Nichols and Selfridges contributed
to +37% growth.