Second Life’s DIY brand had taken their hand-made candle business to impressive heights. But they were ready for their next frontier: A large, white labeling expo in Las Vegas which features over 200 exhibitors and attracts over 9000 attendees every year.
They didn't just need to stand out—they needed every dollar spent to count.
So instead of just a rebrand, we focused on two additional strategies:
Founder Julie provided exact definitions of her customers, and her vision for Second Life’s next evolution. Her audience is eco-responsible, passionate about luxury and self-care—without the pretense. Second Life’s image should be grounded and natural, without “greenwashing,” or cottage-core vibes.
With an overhauled color palette, fresh new logo suite, and flexible, reusable brand assets, Second Life’s presence actually earned 100% MQL traffic at the expo:
“SO many people came into the booth because they said it was the ‘most inviting’ and ‘best looking’ one at the show! It was definitely in contrast to the typical big-flashy-tech-banner styles, much more homey, which attracted a specific demographic that we were definitely hoping for.” - Julie, Second Life
“SO many people came into the booth because they said it was the ‘most inviting’ and ‘best looking’ one at the show!” - Julie, Founder @ Second Life
