Writer, Strategist + Podcaster

🚀 Be Aveda Institutes Brand Positioning


Worked with the design + branding studio, Bridge & Bloom to develop a brand guide for a new branch of Aveda Institutes in the Tampa Bay area. We worked collaboratively with the client to develop the concepts while I lead on all copy.

Brand story, mission + vision

This guide is used to onboard new instructors and staff members across Be Aveda Institutes. Its goal is to communicate a cohesive identity that aligns key stakeholders. Creating buy-in with a powerful story, mission, and vision was crucial. Included as a part of this effort was also a brand manifesto and personality profile.
The Aveda Difference

Be Aveda is a branch of nation-wide Aveda schools. It was important to create a sense of pride among stakeholders in the Aveda name, which has a reputation for high-quality, sustainable products. We included the Aveda difference along with Be Aveda's core values, beliefs, and communication manifesto.
Voice + Tone

As responsibility for various marketing channels can often change hands, we wanted to ensure a consistent voice and tone for the brand that anyone can pick up and apply. We clearly defined how to speak like the brand with voice and tone guidelines.

See the entire brand guide︎

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