THE BIG SILK & THE LITTLE SILK - 2020-2023
CREATIVE DIRECTION + BRAND STRATEGY + CONTENT CREATION

“CREATING A CULT BEAUTY BRAND FROM THE GROUND UP”

In 2020, I partnered with the founders of The Big Silk to create a beauty brand from the ground up. The challenge wasn’t a rebrand or repositioning exercise. It was building an entirely new brand in a crowded beauty market and convincing consumers that silk could become an everyday beauty essential rather than a luxury purchase.
The opportunity lay in creating a community-led brand that sat between beauty, wellness and fashion. Beyond the products themselves, the business needed a distinctive identity, tone of voice and content strategy capable of building trust, generating advocacy and creating a loyal community around a new category.
I led the creative development of the brand from launch, creating the visual identity, brand world, packaging system, website, social content, campaigns and tone of voice. Every touchpoint was designed to make silk feel desirable, accessible and culturally relevant rather than traditional luxury.
A key focus was storytelling. Rather than selling products through features alone, we built a distinctive brand voice that educated consumers on the benefits of silk while creating a recognisable personality across social, email and campaign content.
This approach helped transform The Big Silk from a start-up into a cult beauty brand with national press coverage, celebrity endorsement and a highly engaged community. The brand was featured by Vogue, ELLE, Glamour and Stylist, while products were worn and endorsed by names including Amanda Holden, Cat Deeley, Rosie Fortescue, Katie Piper and Vanessa Hudgens, helping drive awareness, credibility and growth.
As the business expanded, I led the creation and launch of its sister brand, The Little Silk. Built from the ground up, the brand extended the business into the parenting category through a new identity, packaging system and content strategy, demonstrating how a strong brand can successfully scale into new markets.