Ducalm Skincare - Creative Direction & Brand Refresh

The Challenge
Ducalm Skincare, founded in the studio fitness world and rooted in the philosophy of active recovery and gentle clinical skincare, needed a refreshed brand identity to match its unique positioning. As the line expanded beyond pre- and post-workout routines into sensitive-skin solutions, spa doses, and clean cosmetics, the brand required cohesive design, messaging, and marketing that could capture its clinical-meets-wellness ethos while standing out in a crowded skincare market.

The Approach
The brand refresh centered on creating a distinct visual and verbal identity that reflected Ducalm’s values: clean yet clinical, natural yet effective, modern yet approachable. The goal was to design a system that highlighted the brand’s science-backed formulas, its active lifestyle roots, and its wellness-driven expansion into new categories, all while resonating with busy, on-the-go consumers seeking trustworthy, simplified skincare solutions.

The Execution
Over several years of collaboration, I provided end-to-end creative and marketing support, including:

• Brand guidelines covering logo usage, typography, color palette, product categorization, and photography standards to ensure consistency across all channels
• Packaging design with category-specific colors and geometric patterns, creating a recognizable system that guided consumers by need and benefit
• Website design and updates to modernize UX, communicate the gentle clinical™ philosophy, and highlight product efficacy
• Sales decks, investor materials, and retail collateral to strengthen distribution pitches and professional communications
• Social media content and campaigns showcasing the brand’s vibrant, natural, fun side through lifestyle photography and ingredient storytelling
• Marketing strategy and creative production that unified digital, retail, and experiential touchpoints into a single cohesive brand voice

The Impact
The refreshed identity elevated Ducalm’s presence in both retail and digital spaces, helping the brand expand beyond boutique fitness studios into broader distribution opportunities. With a clear, recognizable system, cohesive storytelling, and engaging campaigns, Ducalm strengthened brand awareness, connected with its core audience, and positioned itself for growth in the competitive clean skincare category.