Brand Direction for Founder-Led Beauty, Wellness + Body-Care Brands
JUSTICE SYMONE
Every brand here began as a feeling a founder couldn't explain. This is what it looks like made visible.
№ 01
Client Work
Every engagement follows the same arc: what was off, what I saw, what we built, what changed.
CRXWNED
Body Care · Creative Direction · Ongoing Collaboration
The Founder
Bridgette Brown, a body-care founder whose products (wake. skin. calm.) carry ritual in their names, building in one of the most crowded categories that exists.
The Read
Body care doesn't win on ingredients. Every shelf says "nourishing." It wins on how a woman feels caught in the act of caring for herself. So the direction turned the product line into a daily ritual: wake, skin, calm. Faces turned away or crowned by the frame, so the woman looking at the campaign doesn't see a model. She sees herself.
The Build
Campaign concepts, art direction, and photography across product and portrait work. A repeatable visual standard the brand returns to, season after season.
The After
A brand that reads as a world across every touchpoint, and a founder who keeps coming back.
"She effortlessly brings my vision to life with unmatched detail and professionalism. Every project exceeds my expectations and pushes the brand forward — which is why she's always my first call."— Bridgette Brown, Founder, CRXWNED
Come Home
A Christ-Centered Rest Retreat for Black Women · Brand Film + Story Direction
The Founder
Keonna Knight, building a sacred, joy-filled gathering for Black women to breathe, heal, and reconnect with God and community.
The Read
A retreat's hardest problem: the people who most need it weren't in the room. The story couldn't be told as an itinerary. It had to be told as a feeling. Rest as homecoming. So the film and stills were directed to carry the room's warmth to a woman scrolling alone at midnight.
The Build
Brand film, filmed, directed, and edited by me, plus the still campaign that lets the gathering live past the weekend it happened. Watch the film.
The After
In the founder's words, below.
"She visually told our story so clearly that anyone who wasn't there could feel why the space mattered."— Keonna Knight, Founder, Come Home
Ahead of the Curve
Personal Styling · Brand Core, Positioning + Shoot Direction
BeforeAfter
The Founder
Salifya, a personal stylist whose clients arrive wanting outfits and leave seeing themselves differently. The work had outgrown the word "stylist." The brand hadn't caught up.
What Was Off
In her own words: the brand felt like 2010, "not old, but not now." Her content couldn't decide if she was an influencer or a fashion expert. She was downplaying the value to make it easier to say yes to, and attracting interest instead of commitment.
The Read
She kept talking about style like it was superficial, while everything she actually believed said otherwise. So we named the truth she was already living: her client doesn't have to wait to look good. Not after the weight, not after the milestone. Style now, as part of the becoming. Her role isn't "stylist," it's the one who walks alongside a woman who has decided to invest in how she shows up. Her own line became the thesis: you bring the personal, I bring the style.
The Build
Brand core and positioning: the ideal client named, the mission said plainly, the offers restructured to match the real transformation. Then I directed her positioning shoot, turning her own three-words method on her: authentic, bold, creative through fashion.
The After
The shoot did what the strategy set up: it made the elevation real. In her words, the images called her higher. They set the standard her brand now keeps, and made the world she'd already built visible to the women she serves.
"Before, I was looking for permission and playing it small. Now I'm owning and operating as the expert I am. I'd spent years circling the same questions with mentors and AI. Justice held the line and gave me permission to choose. And the images called me higher."— Salifya, Founder, Ahead of the Curve
Wellness in Christ
Faith & Wellness · Brand Core + Foundation · The Full Build, In Progress
The Founder
Lauren, founder of Black Girl in Om, the brand that became the reference point for Black-women-centered wellness. Then she returned to Christ and began again. She shared her testimony, asked her community what a Christ-centered wellness space should hold, and over five hundred women answered. The first product was already made: a structured Bible-study journal with the brand's name written inside the front flap before the brand formally existed.
The Assignment
She hired me to establish the brand's core and foundation, so that everything built on it would be intentional and stand apart in a category full of sameness. And the world doesn't stop at strategy: I'm capturing the campaign images and directing the hero film.
The Read
The temptation in this category is trend: the influencer-Christian aesthetic that's culturally relevant and spiritually thin. Her foundation was never a trend. It was her testimony. So the brand was built around the woman who has tried everything except surrender. She spent years curating peace and performing routines, and what she was hungry for was Him. She doesn't need more clarity. She needs the source.
The Build
My Symmetry Method. The full world, built on the core we established first: point of view named, palette and voice drawn from conviction rather than reference, a standard she can hold without me. The launch campaign tells one continuous metaphor in three acts, Hungry, Bread, and Full: the hunger she starts with becomes the bread she receives and the fullness she lives in.
The After
She used to answer "what kind of wellness?" with a list. Now the answer is one word, and everything the brand makes agrees with it. Full case study lands when the build completes.
"You don't have to find yourself. You can come home."— the working thesis
№ 02
The Director's Notebook
Self-initiated projects. The same method I bring to founders, pointed at stories I love.
Where the Love Lives
Passion Project · Story Direction + Photography
The Intention
A story about love, legacy, and individuality, told in denim. Denim was the point: the fabric that softens with wear, gets handed down, and holds the shape of the person who lived in it. One family, one material, and inside the sameness, each person unmistakably themselves. Individuality inside belonging. That's what legacy looks like when you can photograph it.
What It Proves
This is the whole method in one shoot: a conviction chosen first, a world built around it, every frame answering to the same idea. It's the same eye I bring to a founder's brand, pointed at something I love.
In Good Company
Passion Project · A World Built as a Dinner
The Intention
A curated dinner designed for meaningful connection and creative exchange, built the way I build brands. The mood was authored before the menu: oxblood and candlelight, cinematic and intentional, a room where people dress well and speak on purpose. The feeling was the deliverable: inspired, connected, seen and supported.
What It Proves
A brand world isn't a feed. It's anything a person can step inside and recognize as yours. This one was built around a table, and the feeling held from the first invitation to the last frame.
№ 03
What They Say
"Justice really brought my brand to life, telling a story and giving my customers an inside peek at how my eyewear straps are made. Working with her felt so natural."— Erika Layne, Founder, STRAPT
"She's always my first call."— Bridgette Brown, Founder, CRXWNED
"Anyone who wasn't there could feel why the space mattered."— Keonna Knight, Founder, Come Home
№ 04
About
Justice Symone is a brand director and visual storyteller building worlds where story leads and excellence is protected. Her lane is specific: founder-led brands whose products touch the body. Skin, hair, dress, rest, spirit.
Her foundation is in visual design, but her perspective was shaped by identity, womanhood, reinvention, and the tension between who people are and who they're becoming. She doesn't create for aesthetics alone. She creates for resonance, clarity, and cultural impact.
She believes powerful brands aren't built on trends. They're built on truth. Her work extracts that truth and translates it into a visual language that feels cinematic, intentional, and emotionally intelligent: the shift articulated, the narrative designed, the visual architecture built around who a founder is becoming.
The goal never changes. Create work that feels timeless. Create spaces that shift people. Create stories that outlive the moment.
№ 05
The Ways In
The Second Look
Free
The diagnostic. Find out if what you've built is a world or a look, and exactly where the gap is.
The full build. Five stages, and one directed piece of proof you can hold at the end of it. You leave with a brand that speaks for you before you have to.
Under $250K? Start with the Read. It's the right size for where you are, and I'd rather you spend the difference on your business. After a build, the Director's Table keeps me in the room at $2,000 a month.
