Rooted in science and guided by expertise, Nuey Aesthetics offers tailored treatments that honor your individuality and evolve with your needs.
Brand Development Lead
Starting in April 2024, I partnered with Kathryn Reina to build Nuey Aesthetics from the ground up, guiding the brand from initial concept to its first location's opening in Newport Beach in January 2026.
Together, we established the strategic and creative foundation of the company. I led brand positioning and messaging, developing the name, mission, vision, tagline, manifesto, and comprehensive copy system, while actively collaborating on the visual direction and studio experience to ensure the tone, aesthetic, and physical environment were aligned from the outset.
Kathryn spearheaded visual identity and website design & development, translating our shared vision into a cohesive brand world. The website was a substantial undertaking: I led the full content architecture, user flow strategy, and all website copy across service pages, treatment education, brand storytelling, menus, aftercare, and conversion touchpoints. We worked closely on layout, hierarchy, and digital experience decisions to ensure clarity, cohesion, and an elevated user journey.
Beyond digital, we consulted on the studio's interior design and spatial experience, helping translate the brand's hospitality-driven ethos into the physical environment, from atmosphere and material direction to the sensory details that shape how clients feel from the moment they arrive. We also collaborated across packaging, in-spa collateral, merchandise, social systems, and launch assets, building a brand expressed consistently across physical, digital, and experiential layers.
The result is a fully realized aesthetic brand platform built to scale, elevated, immersive, and hospitality-driven, debuting in Newport Beach and expanding into new markets, including Studio City.
