MÆLIS — A New Era

Brand Strategy, Creative Direction & Launch

Giving shape to Maelis’ next chapter

With 25 centres and a strong reputation, Maelis had grown beyond the identity that first defined it. Its communication still centred on treatments, offers and technical expertise. The rebrand had to reveal something more: a brand that felt human, confident and desirable.

The rebrand brought greater emotion and distinction to Maelis, without losing the accessibility and trust it had built.

The aim was not simply to change how Maelis looked, but how it was felt and remembered.

The idea at the heart of the brand

La Peau est le Miroir de Soie.

Skin carries more than what can be seen. It reflects our stories, our rhythms, our emotions and the way we care for ourselves. It changes with us, becoming a personal mirror of who we are and how we feel.

From this perspective, aesthetic care is not about chasing perfection or correcting a surface. It begins with listening, understanding and respecting the individuality of each person.

This idea became the emotional foundation of the rebrand, shaping the brand’s voice, identity and campaign around one vision: expertise made personal, beauty made real and care that always feels human.

A woman with long dark hair sitting on the floor with her knees bent and arms resting on her knees, seen through a tall mirror against an orange wall. She is smiling, wearing a black camisole, and has a tattoo on her left thigh.
A woman with dark hair tied back, dressed in a dark bodysuit, poses on her knees with one knee bent and the other foot flat, reaching upward with her right arm, in front of a large mirror, on an orange background.
Decorative text spelling "Amazing" in a stylized, outlined font.

A visual language of precision and warmth

The visual research explored how medical precision and human warmth could coexist within the same image.

The direction centred on real skin, sculptural portraiture, direct gazes, expressive movement and colour—elevated but never distant, desirable without feeling artificial.

It informed every decision, from casting and styling to set design, lighting and framing.

Collage of fashion photos featuring denim outfits, models in various poses, and accessories. Text at the top reads "Inspiration Jean Solo" and includes phrases in French about fun, chic, and accessories.
Collage of fashion photos featuring denim outfits, models in various poses, and accessories. Text at the top reads "Inspiration Jean Solo" and includes phrases in French about fun, chic, and accessories.
Collage of artistic photographs including mirrors reflecting parts of a person’s body, a hand reaching out, a spinning top with a hand, and a person with a lifted arm, arranged in an abstract composition.
Collage of artistic photographs including mirrors reflecting parts of a person’s body, a hand reaching out, a spinning top with a hand, and a person with a lifted arm, arranged in an abstract composition.
Collage of various individuals holding mirrors and reflective objects, capturing their faces from different angles with colorful backgrounds.
Collage of various individuals holding mirrors and reflective objects, capturing their faces from different angles with colorful backgrounds.
Collage of fashion photos featuring women in various poses, some seated on stools and ladders, with different backgrounds including plain, patterned, and colorful scenes.
Collage of fashion photos featuring women in various poses, some seated on stools and ladders, with different backgrounds including plain, patterned, and colorful scenes.
Collage of various photographs including a woman with dark hair and red lipstick, a man looking at himself in a mirror, two people facing each other, a woman walking past a wall, and a woman lying on her stomach on an orange background.
Collage of various photographs including a woman with dark hair and red lipstick, a man looking at himself in a mirror, two people facing each other, a woman walking past a wall, and a woman lying on her stomach on an orange background.

The final campaign moves away from the cold codes of medical aesthetics and the polished perfection of traditional beauty advertising. Real skin, distinctive personalities and spontaneous interactions make the brand feel precise yet alive, premium yet accessible.

A woman with dark hair in a sleek bun, closed eyes, and red lipstick, wearing a black camisole, posing with one arm raised and her eyes closed against a burnt orange background.

My role

From positioning to launch, I shaped the brand story and creative direction, then carried it through campaign production and rollout across 25 centres.

  • Brand narrative, key messages and tone of voice

  • Campaign concept and creative direction across photography, film and social content

  • Production leadership, from creative briefs and casting to final asset selection

  • Coordination of agencies and creative partners

  • Launch strategy and rollout across digital channels and 25 centres

My role was to ensure that the transformation was not only visually coherent, but clearly understood at every touchpoint.

A group of six diverse people smiling and hugging against a plain beige background.
A group of six diverse people smiling and hugging against a plain beige background.
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Brand Strategy, Creative Direction — Ana Akus
Brand Identity — Brunier Obadia