SCULPTED REBRAND

This rebrand proposal for Sculpted by Aimee was developed as a strategic vision to elevate the brand from high street positioning into a more premium, globally competitive space, aligning with luxury beauty leaders such as Vieve and Rhode. The aim was to retain the brand’s core authenticity while refining its visual identity, systems, and storytelling to better communicate efficacy, inclusivity, and aspiration.

I approached the project holistically, redefining not only the external brand expression but also the internal design infrastructure to support scalable, consistent output across all channels. Central to the vision was a shift towards a more inclusive and elevated aesthetic, embracing real skin, diverse casting, and a balanced visual language that could flex between playful and editorial.

Two creative routes were explored, evolution and full rebrand, both designed to modernise the brand while maintaining recognisability. Although the proposal was not implemented, it directly led to my appointment as Head of Content and Creative, positioning me to drive brand direction at a leadership level and demonstrating my capability to operate as a strategic beauty branding authority.

Art Direction, Branding & Production - Charly Hoyle