BEVEL
Role: Founder / Head of Creative | Unsurfaced™
Scope: Creative Strategy | Creative Direction | Social + Influencer | Experiential | Client Leadership | Production
When Unsurfaced™ began working with BEVEL in 2024, the brand was reintroducing itself as a premier voice in Black men's grooming and skincare. Our opportunity wasn't simply to create more content. It was to help BEVEL regain cultural relevance and build a clearer, more consistent way of showing up.
As Head of Creative, I owned the overall creative process, leading a four-person core team across strategy, social, content, partnerships and experiential. I worked directly with the client from brief through execution, presenting creative work, managing budgets and translating business priorities into a stronger cultural and creative point of view.
A major part of that work was reframing BEVEL's social strategy and narrative. Alongside my social strategy lead, we developed a new approach to content and creator partnerships that connected product education, grooming, style and culture more consistently to the brand's larger positioning.
We also built BEVEL's first formal experiential strategy, creating a framework for translating the brand into physical experiences and cultural moments. That thinking came to life through programs including Fresh Never Fades and Faces of Atlanta.
The impact went beyond campaign metrics. Then-CEO Damon Frost told our team that the work helped bring BEVEL back to relevance and recapture the cultural energy the brand had been known for in its earlier years.
From the start of our engagement in April 2024 through June 2026, BEVEL’s social performance increased +202% in organic reach, +175% in impressions, +343% in engagement and +1003% in video views.
FACES OF ATLANTA
Venue: Cam Kirk Studios
Faces of Atlanta is a storytelling series powered by Bevel that celebrates the people who define the city of Atlanta’s creative pulse.
Through striking portraiture and editorial storytelling, the series explores how grooming, discipline, and individuality shape identity and presence.
The one-year anniversary was meant to bring those stories to life by merging photography, grooming culture, and Atlanta’s creative energy into a single immersive experience.
When our partnership began, BEVEL needed a refreshed social playbook. Alongside my social strategy lead, I helped develop a new narrative and content approach built around creator partnerships, product education and evergreen storytelling, reestablishing BEVEL as a leading voice in Black men’s grooming.
SOCIAL STRATEGY
