Biography Brand Strategy

2024—25

Skincare
New York

Biography is a naturally powerful skincare brand rooted in active oils, potent formulas, and a belief in the transformative power of ritual. As the brand prepared for its next phase of growth, it needed a cohesive, emotionally resonant brand strategy that could unify marketing, product, and culture—while clearly positioning Biography in a crowded, noisy wellness and beauty landscape.

Business Challenge

Despite a loyal following and great products, Biography lacked a clearly articulated brand narrative that could scale with its ambitions. The brand needed to:

  • Align internal teams around a shared strategic foundation

  • Deepen emotional relevance with core users

  • Attract new, like-minded audiences

  • Clarify its purpose and role in consumers’ lives in a saturated market

What We Did

We led a full-scale brand strategy engagement. Our approach included:

  • Discovery: In-depth interviews with key stakeholders and existing brand asset reviews

  • Competitive Analysis: Marketplace dynamics, ingredient trends

  • Audience Persona Development: Defined three key personas including to reflect Biography’s diverse user base

  • Brand Equity Framework: Built around a core tension—and designed to express Biography’s functional and emotional benefits

  • Archetype, Brand Character, Personality:

  • Emotional Ladder: Mapped the ideal psychological impact of the brand as we build trust with our audience.

  • Purpose Definition: Articulated Biography’s reason to be.

Outcome

Biography emerged with a unified, differentiated brand strategy rooted in emotional insight, cultural relevance, and deep audience understanding.
The work:

  • Aligned internal teams behind a powerful, singular purpose

  • Clarified Biography’s emotional territory and brand archetype

  • Informed creative and product strategy across all functions

  • Positioned Biography for sustainable, on-brand growth in the next phase of its evolution

“You can’t scale without a map. Founders often crave momentum—but momentum without strategy is rowing in circles. Jared Richardson built a system that turns instinct into orientation—something you can actually navigate by.

His work on Biography’s brand strategy that began with deep stakeholder input gave us a shared brain: market clarity, target insight, and competitive position in an ultra crowded space. The framework around audience, mindset, and tension shows up across categories, across channels, and across time—I hope. That’s what Jared codified — a language for the brand and a logic for the business.”
— Linda Thompson, Co-Founder Biography
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  • An image of the Cultural Center.

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  • An image of the Cultural Center.

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