Work / FaceCardStrategy · Systems
250+
Waitlist sign-ups in 2 weeks
150
Beta users
0 → 1
Brand, product and go-to-market built from scratch
The brief
FaceCard is an AI-powered skincare platform for skin analysis, tracking and personalised routines.
It was built from zero in a crowded, low-trust skincare market, and needed clear positioning, a product narrative and a go-to-market plan.
The work
Defined brand positioning, messaging and the product narrative from scratch
Built the user journey from onboarding to conversion
Developed go-to-market strategy across content, waitlist and launch touchpoints
Established one consistent voice across product, brand and marketing
Impact
250+ waitlist sign-ups in 2 weeks, before launch
150 beta users
Built the brand and product foundation from zero to launch-ready
Clear positioning in a crowded category, with brand, product and growth aligned into a single system
Process
Moodboarding and ideation
Result
