The project began with a cross-functional sprint, where I collaborated on developing two early marketing pitches built around Kim’s Ten Kimmandments, the core business principles at the heart of the class. The first pitch was an out-of-home campaign featuring a monolith representing each of the Ten Kimmandments, designed to appear in key cities, this concept eventually evolved into a single large-scale installation in New York’s Financial District, the symbolic center of modern business. The second marketing idea was an NDA teaser, a playful non-binding “agreement” that Kim shared on Instagram to spark intrigue and set the tone for the class launch.

The creative strategy centered on a narrative shift. Rather than conforming to traditional corporate visual cues, I leaned into a modern power language  bold typography and expansive body positioning to signal authority and control. By anchoring the design system in SKIMS’ brand equity in it's neutral color palette, reinforcing her legitimacy as an operator while reframing what contemporary business leadership looks like.
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The result: the highest-engaged class launch in MasterClass history, generating over 9M trailer views in 24 hours, 75+ press hits, and more than 60,000 unique class viewers in its first week.