Founding Brand Partner · 2019
Sr. Director, Brand Content
 In-house · 2024

Formula Fig

Launching and scaling the pioneering high-tech skincare clinic.

Advanced skincare lived in dermatology offices and med spas: expensive, intimidating and hard to understand. Retail skincare had the opposite problem. It was passive and confusing.

Founder JJ Walsh brought me in at the concept stage to build a brand that bridged the two. The mandate: make clinical expertise accessible, understandable and easy to return to, then scale it across new markets without losing what made it distinct.

❋ Insights & Vision

The category had normalized complexity. Formula Fig's edge was simplicity: treatments people understood, in rooms they wanted to spend time in, on a rhythm they could keep. We positioned skin health as an everyday practice rather than an occasional procedure, and built the brand, voice and experience to match.

❋ Give a Fig About Your Skin

I wrote the brand line and built it into a platform that ran across the whole experience: store windows, bathroom mirrors, social and digital. It made a clear case. Skincare should be intentional, not reactive. Skin health should be accessible, not exclusive. And taking care of yourself should feel good.

❋ Content & Brand System

As the business scaled, I led a content overhaul from audit through execution. We rebuilt the information architecture and customer journey, simplified how services and benefits were explained, brought in real results and testimonials, and took friction out of booking.

I built the cross-functional brand and content toolkit, with messaging frameworks and content playbooks, and directed the internal and external creative and content teams who used it.

❋ Business Impact

I helped take Formula Fig from a pre-revenue concept to a multi-market brand, first as founding brand partner and then from a seat on the executive team.

I set the brand platform and voice, installed the toolkit and training that kept it consistent across every location and channel, and led the content overhaul that lifted engagement and simplified the customer journey.

❋ During My Tenure

  • Contributed to 40% YoY sales growth

  • Content overhaul, audit through execution, that lifted engagement and simplified the customer journey

  • Brand and content toolkit adopted across every location and channel

  • $10M+ in annual revenue

  • 7+ locations across Vancouver, Toronto and Los Angeles

  • 400,000+ treatments delivered

  • Membership model at about 30% of revenue

Storefront with sign 'FORMULA FIG', green interior lighting, and glass entrance door.
Multiple paper forms titled "Formulir F" with text about community and giving a fig, with shadows cast on the papers.
A display of cannabis-themed products including a syringe, small containers, a spoon with green gel, and a spatula with a fan-shaped green element, all arranged on a white board labeled 'Formula Fig'.
A metal container with small individually wrapped cooling packs labeled with a green cross, containing instructions for use to reduce swelling and inflammation, placed on a green surface.
A green cylindrical container with the lid partially open, revealing a plant stem with two large green leaves in a vaporizer or spray can, set against a dark green background.