Anna Museo
Scope
Brand Building
Client
Anna Museo
Year
2023-2024
Industry
Beauty & Wellness
Content
The Process
I wanted to build a YouTube channel centered around a personal passion—basketball—while proving my ability to grow a brand organically. The goal was to take the skills I developed during my internships (SEO, data analysis, and audience habits) and apply them to my own content. I wanted to establish a community from scratch, relying on strategic content decisions rather than paid promotion or trends.
Starting From Zero:
Anna Museo was a skincare brand getting ready to launch, which meant there wasn't really a brand yet. No identity, no audience, no direction. I came in to build that out and get it ready before anyone saw it.
Knowing the Competition:
Before touching any design, I looked at who else was in the space. I studied brands like LVMH and Louis Vuitton to pull from that quiet luxury direction, then went through direct competitors to see where they were strong, where the gaps were, and how Anna Museo could fit in without blending in. That research is where the design direction came from and set the tone for everything after it.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 100 100" xmlns="http://www.w3.org/2000/svg"><path d="M 84.696 4.513 C 84.131 1.692 81.875 0 79.054 0 L 55.924 0 L 57.052 16.925 L 43.512 16.925 L 44.641 0 L 20.946 0 C 18.125 0 15.869 2.257 15.304 4.513 L 0.072 83.495 C -0.492 86.88 2.329 90.265 5.714 90.265 L 38.999 90.265 L 40.691 62.057 L 59.873 62.057 L 61.565 90.265 L 94.286 90.265 C 97.671 90.265 100.492 86.88 99.928 83.495 L 84.696 4.513 M 41.256 50.774 L 42.384 28.208 L 57.052 28.208 L 58.18 50.774 Z" fill="rgb(0, 0, 0)" height="90.26487091533448px" id="AvKBS1GVe" transform="translate(0 5)" width="100px"/></svg>)
Who It's For:
From there I worked out who the brand was actually for. I built customer personas based on real demographics and how people in that space shop and behave, so the content had an actual person to speak to instead of guessing.
The Process
Through this project I learned how to optimize content for multiple platforms. Reading retention curves, coming up with new strategies, understanding how to build hooks, and pacing.
Building the Brand
Then I built the brand itself. I put together the brand guidelines so the look and voice stayed consistent everywhere, and I created the social content from concept to finished asset using Photoshop, Illustrator, and Premiere Pro. That covered the themes, the visuals, and the posts.
Bringing It Online
On the website side, I wrote SEO content, including blog posts built to pull in organic traffic, and designed mockups for the homepage, product pages, and blog so the site read clean and had a better shot at ranking.
Mock-ups
27.5 Million Total Views
9,000+ Organic Subscribers
300,000 Hours of Watch Time
72% Average Audience Retention (vs. 28% Swipe-Away rate)
