UMA CLINIC

The market for cosmetic treatments is huge. But so are the taboos around them. The UMA brand and two-year launch runway was created to be provocative. And it’s still challenging preconceptions of who goes
for treatment and why.

Graffiti-covered blue door with a black-and-white poster. The poster features a person in a jacket with hand covering their face, accompanied by the text "#be true to you" and "UMA clinic."
A brick wall featuring a poster with the text 'Brave is beautiful' beside a black and white image of a tattooed man sitting with his hands on his knees. The poster includes the brand name 'UMA' and the slogan 'Be true to you.'
Billboard displaying a woman's face with text: 'Look like who you feel like' and 'Be true to you' with 'UMA clinic' branding.
Billboard with two black and white photos of a woman, with text "Let other people worry about your looks" in the center.
Urban street posters with motivational text and images, featuring phrases like "Don't be pretty be beautiful" and "Be true to you," alongside black-and-white photos of a smiling person.
Street with a black poster displaying the text 'Don't be pretty be beautiful UMA Be true to you' next to a window with abstract dot patterns and surrounded by graffiti on a wall.
uma editorial fence_ copy.png
Black and white photo of a staircase with a motivational poem about true beauty printed on a brick wall. The stair railing features vertical black bars. The poem emphasizes inner beauty and individuality.

ABOUT

No, I didn’t get any work done myself. But I did learn not to make any assumptions about anyone who did. 

My role(s)

Brand strategy
Audience strategy
Content strategy
Brand guidelines
Brand tone/character

Creative direction
Visual world + photo direction
Copywriting
Concept development
Film direction

Fan & Levi

True beauty isn’t about looking like someone else’s idea of you. Uma launched by telling the stories of two transgender clients.

Harpers Bazaar
partnership

We set up an interview and shoot with Game of Throne’s Carice Van Houten, in exchange for media space to tell Levi and Fan’s stories. I got to direct these little bits of content.

Black and white magazine spread featuring a woman covering part of her face with her hands and text on the right page about beauty.

DESIGN

Clinical imagery and a writing tone you’d trust your face with.

Close-up of surgical needle holder gripping thin surgical wire against a gradient background.
Abstract white and gray sculpture with flowing, wavy lines, resembling folded fabric.
Close-up of a scalpel slicing through liquid droplets on a smooth surface, creating a clean separation with a reflective effect.
Abstract art with stretchable fabric and rods
Glass jar with clear liquid and ice cubes, stirred with a stick, on a gradient background.
Black and white image of multiple syringes arranged in a radial pattern, with needles pointing outward, against a light background.
Close-up of a sewing needle with a water droplet on it, positioned diagonally against a white background.
Abstract image of a large water droplet on a gray surface with small bubbles surrounding it.
Close-up of falling water streams creating abstract patterns with droplets against a gray background.
Black and white image of intersecting wires with water droplets.