After five years in business as a copywriter with extensive experience across some of Australia’s fastest-growing beauty brands, Amy knew it was time to refresh her digital presence. Digging into her competitive landscape, it became abundantly clear that Amy’s true point of difference was her deep, specific beauty industry experience. As a communications specialist by trade, with extensive study on the beauty side to strengthen her technical expertise, we decided to lean first and foremost into a rebrand that harnessed her unique blend of beauty and copywriting, before funnelling that into a beautiful new digital beauty counter.