M/RR mrr.creativelab@gmail.com
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M/RR : Selected work

Where feeling becomes form.

Brand worlds built on feeling. Each project begins with something specific to the brand — a scent, a practice, an identity, a method — and ends with a complete system that holds it: visual, digital, cultural.

Period2024 — 2026
Selected04 worlds
PrivateAvailable under NDA

Sample-to-Bottle Conversion System — guided fragrance discovery

A scent discovery engine for buyers who can't sample.

A white-label guided selling system for niche fragrance brands and multi-brand retailers. From product strategy through market validation to outcome-led positioning.

Product strategy Market validation B2B SaaS Fragrance

Context

Niche fragrance brands and multi-brand retailers face the same digital problem: online buyers can't smell what they're buying. The category fills with thin "AI matching" widgets, generic quizzes, decision-fatigued PDPs. The result — high return rates, low sample-to-bottle conversion, blind-buy hesitation that kills carts before checkout.

Approach

Built the core mechanic from first principles. A guided discovery flow grounded in scent archetypes, emotional and visual selection, "not-for-you" filters, and explainable recommendations — every suggestion comes with a reason. Zero-party data becomes a scent profile layer the brand can keep using: email segmentation, sample personalization, next-launch targeting.

Sample-to-Bottle Conversion System

— The strategic turn —

"AI matching tool" → Sample-to-Bottle
Conversion System

Same product. Completely different conversation with the buyer.

Discovery flow

Five steps from cold visitor to scent profile in CRM.

01Scent archetypes
02Emotional & visual selection
03Not-for-you filters
04Explainable recommendations
05Zero-party CRM data

Validation & positioning

Market discovery200+ conversations across fragrance, beauty and e-commerce.
ICP definedMulti-brand retailers 100+ SKU. Niche brands $1–10M with active sample programs.
Sales motionAudit-first entry. Hybrid done-with-you delivery. Q4 Gift Funnel as seasonal hook.

An offer repositioned around measurable business outcomes — and ready for pipeline activation in the niche fragrance category.

Year2026
RoleProduct lead
ScopeStrategy & validation
Validation200+ interviews

re:form — movement as identity

re:form

A sportswear brand reframed as a culture to belong to — not a label to buy.

Brand strategy Creative direction Identity

Context

re:form was designed for people who move with intention. But the brand leaned on generic performance language — "faster, better, stronger" — that failed to connect. It lacked the emotional depth to resonate with an audience seeking meaning and culture in what they wear. The brand read as just another activewear label.

Approach

We pivoted the brand entirely — from performance to identity. Moving past the language of optimization toward a culture built around self-expression through movement. The new brand language rests on four pillars:

re:form — movement as identity

Visual ritual

Earthy tones, urban textures, real bodies.

Resonant storytelling

Minimal copy focused on feeling and belonging.

Culture, not commerce

Editorial stories over product features.

Community as dialogue

Two-way conversations over one-way marketing.

A brand that inspires presence over performance. Not a label, but a movement to belong to.

Year2025
CapabilityBrand strategy & direction
StatusActive

Pause — movement as ritual, ritual as belonging

Pause

A yoga studio brand built around presence — across social, web and ritual.

Brand world Social system Wellness

Context

A yoga studio with a powerful physical practice but an inconsistent digital voice. Social content fell into generic wellness templates — calm captions, beige palettes, abstract poses — none of which captured the actual feeling of the studio. The brand felt less alive online than it did in the room.

Approach

We rebuilt the brand around three quiet themes — presence, belonging, ritual. An editorial content system was built for social: each post a poetic micro-meditation paired with photography from the studio itself. The website was restructured as a journey through the practice, not a catalog of classes.

Jan 27In the quiet practice we find our true presence
·Breath as anchor, body as home
·The room remembers us
·The space holds you so you can let go
·Not just a practice — a way to belong
Jan 21We move together to remember ourselves

A brand that feels like the studio itself — quiet, present, in dialogue. The digital channels stopped being marketing and started being practice.

Year2025
CapabilityBrand world & social
ScopeIdentity, web, content

Anti-Burn System — the architecture of presence

Anti-Burn System

A psychotherapy expert's method, translated into a complete digital brand world.

Brand world Digital experience Wellness

Context

A psychotherapy expert needed to transform a profound method into a digital product. The project faced three core obstacles: no go-to-market strategy, an inconsistent brand voice diluted by trend-chasing, and a fragmented user experience where content, design and journey lived in different worlds.

Approach

We redefined the objective — from launching a course to architecting a complete brand experience. Three shifts at the core:

fragmented tactics→a holistic system
marketing templates→authentic storytelling
selling information→an emotional arc

The system

A structured 10-day program guiding users from burnout to presence. Each day a chapter — a sensory and psychological turn — building a complete journey from fatigue to embodied attention.

Day 01The rush to do
Day 02Meet your fatigue
Day 03A conversation with your critic
Day 04A mind on overdrive
Day 05+ 5 more

A cohesive system that translates the expert's knowledge into a resonant experience with a clear path from burnout to presence.

Year2025
CapabilityBrand world & digital
Format10-day program

Beyond selected work

Private cases available on request, under NDA.

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