YEGI PMU — WAKE UP BEAUTIFUL
A small brand reimagined as a luxury phenomenon.
PRELUDE: THE CHAOS
Yegi had no brand, no website, no social media presence — just skill and a chair. The challenge was to turn that chair into a throne. We built her entire digital identity from scratch: tone, typography, palette, and presence. The strategy? Treat beauty like luxury technology.
ACT I: THE DESIGN
“Wake Up Beautiful” wasn’t just a tagline — it was a promise engineered into pixels. We built a visual system of high-contrast photography, cinematic lighting, and restrained typography. Everything was designed to feel expensive but effortless. Black, white, gold, and glow — the visual language of transformation.
ACT II: THE STRATEGY
Each story post was a micro–commercial: short, sensual, algorithm-friendly. The campaign positioned YEGI not as a local technician, but as a beauty architect. We used real client shots treated like magazine editorials — proof that ordinary people could look cinematic too.
ACT III: THE OUTCOME
Within three months, her TikTok engagement exploded. Clients flooded DMs. Bookings hit capacity. By the fourth month, she messaged:
Stop posting. I can’t take any more clients.
The ultimate marketing paradox: success became the crisis. Booked till 2026. Marketing paused by popular demand.
Credits: Campaign, strategy, and art direction by Arash Giani.
Catalogue No. 014 / SIGNA ARCHIVE / YEGI PMU SERIES / 2024