Based on detailed market and trend research, MICE developed a new visual and verbal identity that emphasized the Institute's human-centered approach.

The brand was repositioned to promote values of self-care, self-acceptance, and self-esteem, aligned with the aesthetic services offered, which value individuality and well-being. The project included the creation of the concept, execution of all branding, and a launch campaign that marked the change of headquarters and the strategic repositioning.

For two consecutive years, MICE was also responsible for content design, ensuring consistent and impactful communication connected to the values and audience of the SA Institute.