THE CHALLENGE

In a crowded, discount-driven category, waxing often felt purely transactional. Radiant needed to stand apart with a more premium, modern point of view—one that celebrated confidence, not just smooth skin.

THE IDEA

Own Your Bold repositioned waxing as an act of self-expression and self-assurance. Expressive photography, vibrant color, and empowering messaging created a brand experience that felt polished, inclusive, and unmistakably Radiant.

MY ROLE

I led the creative direction from concept through rollout, guiding the team across brand expression, campaign development, and channel strategy. I stayed hands-on in concepting and art direction, directing photography and shaping the work across studio, email, social, digital, and out-of-home.

THE IMPACT

The work gave Radiant a more distinctive voice and a flexible platform for ongoing campaigns—bringing greater consistency and personality to every guest touchpoint.