Flex
PROJECT SNAPSHOT
INDUSTRY
CPG
ENGAGEMENT
In-house creative & web team
TIMELINE
1 year
AI USED
Claude · Nanobanana · Runway · 3D
SERVICES
Brand
Paid social
AI photography
Packaging
3D render
overview
A category leader with a creative capacity problem.
Flex is a leader in the feminine hygiene category — pioneering the menstrual disc and expanding its line to include cups, pads, and both disposable and reusable options. During a pivotal transition in their creative and marketing team, Flex reached out to Brandmates to fill the talent gap in brand strategy, design, and creative execution.
Brandmates' Laura Bueno — former VP of Brand at Frida Baby and senior brand manager for J&J brands including Band-Aid and Listerine — led the development of the Flex Brand Book, aligning the team around a cohesive brand strategy covering messaging, product claims, visual direction, and overall tone and character.
With that foundation in place, the Brandmates creative team was able to revamp marketing materials across channels — from web and retailer product pages to social assets and paid campaigns.
SCOPE
What we built.
01 — BRAND STRATEGY
Complete brand book covering strategy, messaging, and visual direction.
Developed the Flex Brand Book from the ground up — including brand snapshot, purpose, values, evolved product claims, and ICP definition. Gave the internal team a clear, aligned foundation to brief creative, brief agencies, and make consistent decisions across every channel.
02 — Creative lead & production
End-to-end creative leadership across every channel
Led design and production across web, retailer.com PDP pages, paid social campaigns, OOH creative, social assets, and event marketing. Served as the embedded creative lead — not just executing briefs, but setting the creative direction and ensuring every output held the brand standard.
03 — AI-powered asset workflow
AI-driven production that scaled output without scaling headcount.
Built and ran AI-powered asset workflows across three use cases: 3D rendering of the full product portfolio, localization of existing photography for international market expansion, and image-to-video AI conversion for social and paid channels — delivering more creative, faster, at a fraction of traditional production cost.
RESULTS
15%-35%
Conversion improvement on product landing pages across dotcom (Shopify) and Retailer channels - from carrusel facelift and A+ content generation.
10X
Boost in asset production speed and volume -- with clear intake, coordination, and AI-workflows.
50%
Reduction in HR costs. Brandmates retainer replaced 2 senior positions and 2 contractor retainers.
How AI accelerated this engagement
One brief. Every market. Every format.
AI-powered production let us take existing brand assets and produce market-specific variants — photography, packaging, paid creative — at a volume and speed no traditional agency could match.
Localization
AI-generated photography adapted for the Japanese market — without a separate production shoot.
Scale
Full product render library across every SKU — 3D models generated once, deployed everywhere.
Speed
Creative delivered on retainer timelines — not traditional agency production schedules.
I've been working with Brandmates for a while now and they've become one of those rare partners you can actually count on. Consistently fast, responsive, and sharp about budgets — but what stands out most is how solid their work is. They just get it.
Lauren Wang