Brand, market & relationship development · Miami
The old guard chose profit over people.The New Garde invests in life.The old guard bet on sickcare.The New Garde invests in life.
We work with growth-stage companies at market entry, repositioning and expansion.New Garde Labs builds brand and market strategies for companies shaping the next era of human health.New Garde Labs prepares health market disruptors to compete like global brands.
Who we are
Brand and market strategy for companies shaping the next era of human health
01 / The New Garde view
Every medical revolution looks like a rebellion at first.Every medical revolution looks like a rebellion at first.
Science is moving faster than language, trust, and adoption
Possibilities, prevention, and positive outcomes are decades ahead of public perception.
“The market isn’t ready” is old guard doctrine.We don’t accept it.
03 / Idea to market
We own luxury standards and biotech fluency.Our sweet spot is where biotech and luxury brand building meet.
We bring the cultural intelligence of legacy brand building to the next generation of human health.
- 01
Position
Find the clearest, most ownable truth. Build the market position around it.
- 02
Prepare
Identify what is missing between the company's current state and its next commercial stage.
- 03
Advance
Connect the people, products and partners that open new paths to growth, access and impact.
04 / The New Garde difference
We connect the teams everyone else silos.
- Science
- Market
- Brand
- Creative
- Commerce
- Experience
- 01
Positioning
Define the category, the enemy, and the opening. This isn’t about selling. It’s about standing for something.
- 02
Creative direction
Brand as the base: the values, the voice, the visual discipline. What you’ll be remembered for.
- 03
Growth channels
Bring in the snipers to own acquisition. Turnkey teams in social, search and paid media.
- 04
Commercial activation
Reach the people. Repeat across markets. Masterclasses, leadership summits, private experiences, cultural equity partnerships.
- 05
Human experience
Beliefs change behaviors. Every choice is made with the human outcome in mind. Nothing else matters without this.
- 06
Adoption
The endgame. Clear enough to understand. Credible enough to trust. Distinct enough to choose.
05 / New Garde partners
Work that shaped the point of view.
Selected founder experience across global brands, health and culture.
01Identity overhaul and relationship building for a regenerative medicine group.
02Brand platform, messaging, and four 360° product campaigns to reintroduce a clean-beauty pioneer to a new generation.
03Category strategy and brand positioning that claimed the white space between luxury, science, and men’s skincare.
Legacy brands behind New Garde Labs
- Jimmy Choo
- Tommy Hilfiger
- Tiffany & Co.
- Rimmel London
- Calvin Klein
- Diane von Furstenberg
- Banana Republic
- 7 For All Mankind
- Guess
- Lane Bryant
- Danier
- Four Seasons Hotels & Resorts
- Absolut Vodka
- Katy Perry
- Santa Barbara Magazine
- STEMS Health
- Bare Minerals
- Swarovski
- Salvatore Ferragamo
- Karl Lagerfeld
- Victoria's Secret
- Derek Lam
- DKNY
- David Yurman
- Jockey
- Ann Taylor Loft
- Stuart Weitzman
- Woodford Reserve
- Beyoncé
- Donna Karan
- Caldera + Lab
From our founder
I cut my teeth in the most competitive industries in the world. Fashion houses into global lifestyle brands. Beauty into a digitally democratized era of self‑expression. Skincare into science‑backed self‑care for all.
Each transformed by innovation, technology, and the evolving relationship between people and the choices they make.
I founded New Garde Labs to bring that same global intelligence, cultural insight, and commercial strategy to the next era of human health.
Read the full note
06 / Contact
