Alaise was a brand I helped build from the ground up during my interim assignment at Dayes. From formulation and packaging to branding, website development, social media and photography, the project covered almost every touchpoint of the brand.

My role was both strategic and creative. I helped define the overall creative direction and made sure that every part of the brand translated the same idea, from product and packaging to digital and visual content. At the same time, I worked closely with specialists across design, development, digital, content and photography to bring all those elements together.

I was also very hands-on where needed. For the brand photography, for example, I helped shape the visual concept and took care of the styling for the shoot, making sure the images reflected the same atmosphere and identity we had developed across the rest of the brand.

The challenge was not simply to create a series of individual assets, but to make every decision reinforce the next. The formulation had to fit the positioning. The packaging had to express the brand. The website needed to feel like a natural extension of the product. Social media and photography had to speak the same visual language.

By combining creative direction with project coordination, I became the central link between the different teams and disciplines. That made it possible to turn a large number of moving parts into one coherent brand experience.

The result was a complete brand ecosystem, from product and packaging to website, social media and campaign imagery, all built around one clear and consistent identity.