From Recovery to Total Wellness

Context

As a (very brave) burnt survivor, Charlene Chew became a viral public figure from 2020 onwards. Having recorded her journey of recovery online, she garnered a huge following in a short amount of time. However, the challenge arrived when she reached the end of her physical recovery. A pivot in branding was required. The question lay: Who was she aside her burns? When Charlene came to us, this was a difficult question that we walked with her to explore within herself and also in her rebrand.