Rooted in science and guided by expertise, Nuey Aesthetics offers tailored treatments that honor your individuality and evolve with your needs.

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 soft 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 to ensure the tone and aesthetic were aligned from the outset.

Kathryn spearheaded creative direction, visual identity, and website design and development, translating our shared vision into a refined, 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 collaborated across packaging, in-spa collateral, merchandise, social systems, and launch assets — building a brand expressed consistently across physical, digital, and experiential layers over a 20-month engagement.

The result is a fully realized aesthetic brand platform designed to scale — elevated, immersive, and hospitality-driven — debuting in Newport Beach and expanding into new markets.