starting point

Alexandra Malakhova is the founder of ‘am clinic and educational projects focused on skin health.

The key insight that sparked the brand

Most skincare products on the market are designed for "average" or "normal" skin, without accounting for complex conditions or real-life cases.

This led to a clear idea

To create a skincare brand that works with skin that has specific needs and genuinely simplifies daily routines, rather than complicating them.
Work on the brand began from scratch in 2022. At the starting point, the client had a raw brand concept and an understanding of the formulations for the initial product line.
Our task

To turn the idea into a fully functioning business — from strategy to sales.
By 2026, the brand
Has become recognizable within its niche
Has launched on major marketplaces
Has launched on Gold Apple
Has actively developed its B2B sales

scope of work

We joined as a strategic and operational partner, taking on the full-cycle brand launch
(1) marketing strategy
(2) visual identity
(3) product line
(4) photoshoot production
(5) smm
(6) e-com website
(7) email marketing
(1)
Research
We started with in-depth analysis of:
  • target audience (using the Jobs To Be Done framework)
  • competitors
  • market landscape

We didn’t just segment the audience — we identified real jobs, pains, and motivations behind skincare choice behaviour
(2)
Naming
The naming process included:
  • multiple conceptual directions
  • phonetic, associative, and scalability testing
  • international usability validation

Result
The name we proposed was approved immediately —
it fully aligned with the brand vision and set the tone for the entire system
(3)
Positioning & Big Idea
We defined:
  • key claims
  • rational and emotional benefits
  • brand values and mission
  • brand personality

This became the foundation for all communication — from packaging to online presence
(4)
Tone of Voice
We established clear communication principles:
  • how the brand speaks
  • how it deals with complex topics
  • how it builds trust

marketing
strategy

(1)
Immersion
Deep exploration of:
  • the brand
  • the audience
  • the market

→ Identifying the core message the visual system needed to communicate
(2)
Concepts
We developed several creative directions:

  • with different emotional codes
  • aligned with both trends and real-world application
(3)
Testing
We demonstrated how each direction performs:
  • on packaging
  • in digital
  • offline

→ ensuring the final choice was not just aesthetic, but effective
(4)
Finalisation
We delivered a complete brand book, including:
  • logo
  • typography
  • color system
  • graphic elements
  • photography style
  • usage guidelines

visual
identity

We designed a system where each product has its own character while maintaining a cohesive brand architecture
(1)
Naming & Copywriting
We developed:
  • product names
  • primary packaging copy (tubes)
  • secondary packaging copy (boxes)
Approach:
  • clarity and simplicity
  • trust-building
  • zero ‘marketing noise’
  • international readability
(2)
Production Work
Packaging Analysis
The client provided physical packaging samples.

Measurement & Modeling
We:
  • measured all parameters
  • accounted for surface curvature
  • built precise digital models

Dielines Development
We prepared layouts considering:
  • print tolerances
  • assembly specifics
  • technical constraints

Result:
  • minimised production errors
  • reduced iteration cycles
  • removed operational burden from the client
(3)
Packaging Design
We developed:
  • primary packaging (tubes)
  • secondary packaging (boxes)

→ fully aligned with the brand platform
(4)
Additional Products
We also created:
  • travel sizes
  • samples
  • 4 product sets

This increased:
  • engagement
  • purchase frequency
  • ease of brand choice
(5)
Scale
  • full product line developed since 2022
  • by 2026: 18 products

Key value:
We became a long-term partner of the business

product
line

The process began not with spreadsheets, but with deep collaboration:
Alexandra shared detailed insights into formulations and effects —
we translated this into a structured system

Photoshoot Production

We executed 3 full-scale shoots, including:
  • concept development
  • moodboards
  • storyboards
  • production management (finding creative contractors, locations)
  • prop sourcing
  • on-set supervision
  • retouching
  • final quality control
The visual output became a natural extension of the brand system

SMM

Strategy

We developed:
  • a social media Big Idea
  • content pillars
  • visual direction

Execution

We didn’t stop at strategy — we supported implementation:
  • Instagram management
  • content adaptation to business goals
  • packaging production control
  • POS production control

E-com
Website

Key Challenge

To combine:
  • aesthetic design
  • seamless UX
  • complex business logic

What We Delivered
  • prototyping (including complex user flows)
  • UI/UX design
  • front-end development
  • integrations (payments, logistics, inventory)
  • user accounts
  • loyalty program (co-developed with client)
  • ongoing support

Email Marketing

Built from scratch

Key ToolA skin-type diagnostic test
→ core lead magnet

Result:
9,000+ completions and e-mails gathered for brand’s CRM

Our Role
  • structure and logic
  • layout and build
  • technical setup

Content was developed in collaboration with the client

results

Several years post-launch, the key outcome:
The brand is alive and scaling
All core decisions (naming, visual identity, packaging)
→ remain relevant today
The system works

  • the website generates traffic
  • leads are consistently captured
  • sales are ongoing

The strategy is sustainable

The brand feels:
  • modern
  • cohesive
  • recognisable

Long-term partnership

We continue working with the client’s team.
This is our ultimate quality marker:
A project that doesn’t end at delivery, it evolves into a long-term growth story.

10,000+
monthly website visitors

9,000+
test completions

160+
monthly orders

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