SOTHIE
Role: Brand & Business Strategist
Role: Brand & Business Strategist
Sothie was a Swedish beauty startup with a vision to challenge the industry's clichés by blending skincare with culture — tapping into the energy of sports, music and fashion. I was brought in to build the foundation: brand strategy, identity and long-term business direction.
The Challenge.
In a saturated beauty market filled with minimal packaging and identical messaging, Sothie needed to carve out a space of its own — culturally relevant, emotionally honest, and built to last.
Insights.
Looking good isn’t about vanity — it’s about focus, confidence and presence. In sports, as in life, performance starts with how you feel in your own skin. That truth connected across athletes, musicians and creators alike.
The Work.
We built Sothie’s philosophy and brand foundation around one simple idea:
Look good. Feel good. Play good.
Not just for athletes — for anyone navigating their own stage.
The strategy included brand positioning, tone of voice, visual direction and long-term business goals rooted in culture and self-expression.
Look good. Feel good. Play good.
Not just for athletes — for anyone navigating their own stage.
The strategy included brand positioning, tone of voice, visual direction and long-term business goals rooted in culture and self-expression.
