Reinvent and Renew: award-winning brand evolution for the original at-home laser devices
Client: Tria Beauty
Role: Director Global Creative, Brand Identity
See Beauty in a New Light
The Challenge
Founded by the inventors of the LightSheer™ — the gold standard in professional laser hair removal — Tria Beauty launched as a high-growth tech beauty start-up with a global and rapidly expanding presence in Korea, Japan, the US, and Europe.
What began as a single-product brand evolved into a 15-product portfolio, requiring a rebrand, a cohesive and elevated creative system to support growth.
My objective as Director, Global Creative was to establish Tria Beauty as a prestige beauty brand with a consistent presence across APAC, Europe, and the US.
The Solution
Over the course of three years, the brand identity was completely revamped, and all consumer touchpoints were redesigned. To accomplish this, I created robust brand guidelines that established the framework for visuals and voice. The elevated creative system refined the brand language and established consistency across all international markets. The rebrand positioned Tria as a premium beauty-tech brand, balancing scientific credibility with accessible luxury appeal.
The comprehensive system included a new logo, typography, graphic elements, voice, website (desktop & mobile), packaging (primary & secondary), advertising campaigns, video, digital marketing, on-figure & product photography, as well as B2B collateral that translated seamlessly across cultural markets.
The Result
The rebrand successfully launched in Sephora US and Douglas in Europe, establishing Tria Beauty in prestigious retail environments.
The advertising campaign for Tria's at-home laser hair removal device was recognized with a Silver Award from Graphis for design excellence, demonstrating the successful elevation of the brand's creative presence and market positioning.
Net sales reached $45 million, a 66% increase from $27.1 million.
Tria Beauty was named #45 on the San Francisco Business Times Fast 100 list, highlighting a 132% growth. The brand also ranked #88 on Deloitte's Technology Fast 500™.
