Sleek set out to refresh its brand to connect with a younger audience and reposition itself from “cheap” to “affordable luxury.” The work encompassed a comprehensive brand campaign, establishing new visual and verbal codes and delivering a complete overhaul. This wasn’t just a refresh; it was a reinvention.

We crafted a brand presence that speaks directly to Gen Z: effortlessly cool and grounded in authenticity. The transformation sparked a clear shift in perception, elevating Sleek from the ordinary to the distinctive, capturing attention and driving renewed interest in the brand.

Brand Platform / Social / In-store
Role: Creative Director
Agency: The Pharm/VML