Context

Manukind is a premium baby care brand entering a highly competitive market.

The challenge was to build trust with modern parents while developing a scalable brand system across product, content, and marketing.

Problem

The brand needed to:

• Establish a clear identity in a saturated market

• Build trust with first-time parents

• Create consistent content at scale

• Connect emotionally while driving conversion

• Identify niche brand positioning

• Build a strong community-driven fan base

• Convert giveaways to sales

• Build brand awareness

Impact

• Grew social media to 2K+ followers within 3 months of launch

• Produced 100+ monthly UGC assets through a community-driven system

• Supported 7.2% sample-to-first-order conversion

• Increased organic visibility through creator participation and consistent content flow

• Drove sales through a structured brand touchpoint system across product, content, and paid channels

Currently Branding

Manukind ‍ ‍

Brand Lead (2025 — Present)

Building a community-driven baby care brand through strategy, systems, and storytelling.

Role

Brand Strategy

Visual Identity

Packaging System

Campaign Direction

Content & UGC System

Product Development

Strategy

I focused on building a system rather than isolated outputs.

• Defined a cohesive brand identity and tone

• Redefined the visual identity system to ensure clarity and scalability

• Developed a scalable content ecosystem through UGC

• Created a unified visual and narrative system across all touchpoints

• Integrated paid advertising into the content system to extend reach and validate messaging

• Balanced emotional storytelling with product performance

Reflection

This project shaped how I think about brands.

I learned that strong brands are not built through isolated visuals, but through systems that connect product, story, and people.