Formula Fig


Formula Fig is a technology-led skincare clinic rooted in the notion of empowering skin confidence. Part experiential treatment destination, part community hub, and part industry-leading retailer, Fig has locations in Los Angeles, Vancouver, and Toronto.

I have worked with Formula Fig since the brand’s inception, developing their positioning, TOV, and messaging, omnichannel launch materials, and later joined the team as Sr. Director of Brand Content. In this role, I led the strategic development of the Formula Fig brand and built and socialized the tools and resources to amplify their stories across all channels and consumer touchpoints I reported to and worked closely with the CEO to create and implement strategies for amplifying customer acquisition, retention, and growth of the brand globally.


Creative Direction: JJ WALSH. Copy and Brand Director: STEVIE WILSON. Graphic Design: TYLER QUARLES, CORA YIU.

A green and black menu board listing various aesthetic and facial treatment options with prices, alongside a table with a plastic cup filled with a dark beverage and a straw.
An advertisement for skincare treatments showing a woman receiving a facial treatment with a green light device and the text 'Not just a pretty facial. Treatments backed by science, technology, and clean ingredients.' Another close-up of a person with dark skin and textured skin with the text 'Clean skincare hand-picked from brands we love. Backed by science, technology, and a commitment to clean ingredients.'
Collection of paper flyers with green text about a fig giveaway, titled 'FORMULA FIG', with shadows cast on the papers.
Two reusable cold packs with green and white packaging, one open and one closed, on a green surface, with a metal tray and crumpled aluminum foil in the background.
Left side: a gift box with a white cloth and paper with the title 'Give a fig about your skin,' surrounded by crinkled brown paper, a green and white patterned box, and a black hair tie. Right side: a display window with a box and a black bottle of Epara skincare products, and green foliage behind
Split image of a beauty or skincare clinic with a pink floral arrangement and the phrase 'Give a fig about your skin' on the left, and a green-lit bar menu listing treatments, memberships, add-ons, and self-serve options on the right.
A laptop on a white textured surface displaying a skincare website with green accents and a modern, minimalist interior in the background.
Advertisement for wrinkle relaxer injections called Stingers by XEOMIN, featuring a gloved hand and medical supplies like a syringe, vials, and packaging, with text about the treatment.
Front of a modern skincare store called Formula Fig with large glass windows and a sign that says 'Immerse yourself in skincare experiences that transform your every day.'
A collage of images featuring people taking selfies and group photos inside a vibrant, modern skincare or beauty studio with pink and green illuminated walls, and a large green building exterior with reflective windows and the sign 'FORMULA FIG'.
A promotional booth for a skincare service called "Fig" with a modern black exterior, featuring large leafy green plant designs and text about skincare treatments, set outdoors with greenery and a modern building in the background.