International Institute for Active Ageing Creative and Brand Strategy

When I joined iiaa, the brief was clear: the brand had outgrown its own name. "Anti-ageing" — once the industry standard — had become a liability. Negative, reductive, and increasingly out of step with how people actually think about skin health and longevity.

We repositioned the business from the ground up. New name, new narrative, new visual identity — built around a genuinely different idea: that ageing well is something to pursue, not something to fight.

The work spanned everything. Brand and creative strategy, tone of voice, visual identity, art direction, brand toolkits, and a new website. Not a refresh — a full transformation. Across a five-brand portfolio.

The result was an identity with a point of view. One that gave the brand the confidence to lead the conversation rather than follow it. The repositioning opened an entirely new sales channel — doctors and clinics — and the results followed. B2B revenue grew by 30%, D2C by 200% across new websites, and new retail design across Harvey Nichols and Selfridges contributed a further 37% growth.