Curate

Through Glass Staircase, I collaborated on the launch of Curate, a future medspa in Austin that came with nothing but an empty space and a vision. They needed a brand identity and story that embodied both luxury and accessibility, offering an elevated experience that still felt approachable.

I partnered with the Glass Staircase team to create the building blocks of their brand story. We defined Curate’s mission, values, customer persona, and brand voice, mapping out not just who they are but who they aren’t. The concept of “you” became central: Curate’s entire identity was built around personalization, with the “U” in Curate symbolizing that every visit is tailored to the individual.

To bring this to life, I created taglines, headlines, and messaging pillars that reinforced this differentiator at every touchpoint. From the moment someone walks in the door to how they engage with marketing materials, the story emphasizes that the experience is designed uniquely for them.

Result: A clear and cohesive brand story, paired with copy that communicates Curate’s promise, positioning the medspa as a space where luxury meets approachability and every detail is centered on the individual.