Creative Strategy
Saelo
Led creative direction for a two-location SF medspa, tying Instagram content to $142K+ in attributed revenue.
As Creative Direction and Marketing Intern at Saelo, a San Francisco medical aesthetics studio, I reported to the CEO and built the brand's social presence from the ground up, from its visual and copy guidelines to 21 published posts and end-to-end creator partnerships with talent agencies. I also used Python and raw point-of-sale data to build an attribution model tying content to $142K+ in Instagram-attributed revenue, then turned those insights into a plan to raise medical utilization from 74% to 80%.
Brand Direction
When I first arrived, I developed 3 moodboards to conceptualize the creative direction the brand should go in, and how the visuals should best communicate it.
I wanted Saelo to feel like high luxury that doesn't take itself too seriously, closer to Loewe than a typical medspa. That meant real skin instead of filler faces, and hard edges with a slightly techy feel, because it's SF, balanced by something organic and scientific to hit that medical edge.
2 Year Anniversary Shoot
Saelo turns 2!
For Saelo's second birthday, I skipped the usual cake and made a very on-brand one: hand-baked, frosted in brushed silver, and topped with needles standing in as candles, a wink at the injectables that built the business. I planned the shoot, designed the props, and shot and edited everything, using polished steel trays and warm candlelight to echo the clean, clinical calm of the treatment rooms. The images became a three-part carousel, paired with Brie's personal reflection on two years of Saelo.
Select Work
“not a treat, but a ritual”
How can we embody the Saelo brand in a creative sense, while retaining medical credibility? Media campaigns specifically represented precision, luxury, quirk, and surrealism - we're aware that this industry is precarious.
System Development
We kept getting the same medical questions in our DMs, far more than the team could answer one by one. I got input from the providers, front desk, and leadership, turned it into clear answers, had every clinical claim signed off, and built it into an Instagram Highlight so clients could find answers before they messaged.
I sourced Bay Area creators, negotiated deals directly with their agencies, and wrote briefs that looked and sounded like Saelo. Each creator got their own referral code, so we could see what their content actually brought in. We sourced 34 new clients (~$150 per visit).
I used Python to clean up raw booking data and figure out where clients were coming from. Instagram came out first at both locations, followed by Google and TikTok. Only about half of bookings recorded a source, so I always framed the results as tracked revenue, never the total.