Iris&Romeo is a modern beauty brand redefining the skincare and makeup space with thoughtful, hybrid products designed to simplify routines and empower women. Founded by Michele Gough Baril, the brand embodies a movement to liberate women from self-esteem-crushing beauty standards and toxic products, creating a space for wellness, sustainability, and authenticity.

As a fractional Creative Director in a consulting capacity, I partnered with Iris&Romeo to refine and align their creative direction through an extensive brand audit. The goal was to establish cohesive brand guidelines that would serve as a North Star, ensuring every touchpoint reflects the brand’s ethos and vision.

This collaboration included:

• Developing a comprehensive brand guideline to define logo usage, type treatment, and refining the color palette for a more well-rounded and elevated feel.

• Establishing detailed guidance for brand imagery, including casting, lighting, composition, styling, props, locations, and content formats to ensure a consistent and compelling visual identity.

• Creating brand motifs and criteria for curating user-generated content (UGC) and inspirational imagery, along with a framework for building out ambassador content.

• Defining brand voice and tone guidelines to capture Iris&Romeo’s authentic and empowering narrative.

• Conducting audits of email and social media visuals, offering actionable suggestions to enhance alignment and engagement.

The result is a set of tools and guidelines that empower Iris&Romeo to confidently express their unique point of view across all channels. This work serves as the foundation for a brand that feels cohesive, elevated, and deeply aligned with its mission to champion women and the planet.