Rflct

Role
Brand Creator, Creative Director

Challenge
RFLCT was a failing brand in a forgettable category: no awareness, no positioning, no budget, and no internal brand leadership. The only real asset was a mirrored screen protector, but no one had found a way to make it culturally meaningful.

Response/idea

Turn the mirror into a statement, not a feature.
I turned the mirror into the brand. Instead of framing it as protection, I built RFLCT around self-expression, creating a Gen Z-facing identity rooted in confidence, visibility and beauty rituals in public. I developed the name, tone of voice, visual identity, colour system, styling and overall world of the brand from scratch.

That distinct identity helped win over Three Mobile, who backed the proposition and helped scale it through influencer partnerships, beauty talent and celebrity-led social content.

Outcome
Three bought 70,000 SKUs and the product sold out in stores. The brand also earned coverage in Harper’s Bazaar, proving that even a low-interest product can become desirable when the brand meaning is right.