Strategy & Branding


Bamboo Silk entrepreneur Deborah Nelms requested ZGM’s assistance in the development of a strategic growth plan for her business.


Renaming, visual and verbal positioning, a new website and a comprehensive marketing strategy were proposed to differentiate this business concept from the competition, create loyalty with current clients and attract new clientele.


The new name, ESTHÉTIQUE, is being positioned as Charlotte’s destination for sugaring, skincare and more.  It is further supported by the following tagline, “The source for all things natural for discerning clientele.

A distinctive color theory (matte black and french yellow), messaging, photography, design of the new website, collaterals and more conveys the full vision of Esthétique with a French apothecary feel.


A vintage French bicycle outside the shop door featuring the new trademark and color theory.

Initiatives for marketing and business growth consisted of an integrated plan of public relations, advertising, a referral program, digital strategy and client appreciation events are exceeding brand awareness and growth expectations exponentially.