Extended a 45+ year old salon brand into a new, male-focused barbershop concept, defining a distinct voice and identity to attract a new audience while maintaining alignment with the Gene Juarez brand.

Developed the brand voice and messaging framework for GJ Men, establishing tone, copy direction, and positioning for the new concept. Wrote launch messaging, direct mail, digital, and print messaging that translated the Gene Juarez brand into a more modern, male-specific voice while maintaining Gene Juarez brand consistency.

Contributed to awareness and client acquisition for a new business vertical with a successful launch, helping establish early traction for the standalone barbershop.