Building an AI-driven system to solve choice paralysis in the beauty industry.
The Brand
PHOI is a beauty tech company that uses real skin data and community feedback to power personal, AI-based product discovery.
The Brief
The founders saw a market gap where $9.4B is spent by underserved women, yet 74% of consumers quit shopping because they feel overwhelmed. The goal was to turn these pain points into a clear brand identity and a product roadmap that could secure $500k in pre-seed funding.
The Plan
Brand Strategy: Integrated into the founding team to position PHOI at the mix of high-end makeup and AI.
Visual Identity: Created a mood board and aesthetic reference sheet to build a grounded, editorial look that resonates with a culture-first audience.
Product Roadmap: Turned feature ideas into a clear list for developers, focusing on a "Skin Twin" engine to stop user choice paralysis.
Investor Deck: Created the messaging and founder positioning for a $500k fundraise to build the first version of the product.
