WELLNESS · PRE-OPENING MARKETING · DUBAI
Vera Wellness
Turning a finished identity into a launch-ready wellness brand.
We took Vera Wellness from a finished brand identity to a launch-ready, customer-facing business, building the entire marketing function from scratch during a pre-opening period where timelines changed right up until the final 48 hours.
Client: Vera Wellness by Naureen Nawaz
Location: Jumeirah, Dubai
Period: June 2025–February 2026
Role: Pre-opening and outsourced marketing lead
The Brief
Naureen Nawaz brought us on to lead pre-opening marketing for Vera, a multidisciplinary wellness and self-care destination in Jumeirah bringing hair, makeup, nails, Pilates, yoga, massage, facials and advanced skincare together under one roof.
The visual identity was already in place, but there was no internal marketing team, no built audience and no active social presence. We needed to turn a brand on paper into a business people could actually find, follow and book with. The opening date also kept moving, which meant every plan had to move with it.
Our Approach
We effectively became Vera's marketing department for the run-up to launch. That meant building the infrastructure a new business needs from the ground up: social channels, content systems, photography, printed materials, service menus, translation and advertising, all while managing a live hospitality opening with a shifting timeline.
Every time the opening date changed, we revised the plan behind it, so we never released time-sensitive content too early or wasted a launch moment. When the real date finally landed with about 48 hours' notice, we knew exactly what to prioritise and got the essentials out the door in time.
Highlights
Pre-opening marketing strategy and launch planning
Social channel setup and management
Content, copy and publishing calendars
Photography planning and shoot coordination
Service menu development
Printed collateral and printer liaison
Translation coordination
Giveaway concepts and delivery
Press releases and media outreach
Social, digital and print advertising strategy
Influencer and partnership outreach
Event agency liaison for launch celebrations
Ongoing supplier and stakeholder coordination
Results
Despite a schedule that shifted repeatedly and a final lead time measured in hours, Vera opened with everything it needed already working: live social channels, a structured content system, finished menus and collateral, launch-ready communications, and a coordinated approach across media, advertising and partners.
We stayed on as Vera's outsourced marketing lead through the initial launch period, carrying strategy, content and coordination beyond opening day.