Overview:
The Love Club is a brand founded by Sianan, a globally recognised content creator with an audience of over two million followers. Sianan approached Fulcrum with the vision of repositioning her online identity and building a brand that could stand independently of her personal social presence. Our partnership transformed that vision into a tangible platform. Within its first release, The Love Club launched with a confident brand identity, a clearly defined positioning, and a product that resonated immediately, selling out shortly after launch. More than a single product line, the outcome was a scalable brand system designed to evolve with Sianan’s audience over the next decade.
System Diagnostics:
Despite her strong personal following, Sianan faced challenges in separating her identity as a creator from the brand she wanted to build. With ideas spanning multiple directions, the vision lacked a cohesive brand world. Audience clarity was also a key barrier. While her community was large, the brand needed sharper definition of who it was truly for and how to communicate with them. Recognising that longevity required more than short term hype, Sianan engaged Fulcrum to help establish a brand that felt authentic to her values but strong enough to exist as its own entity.
Pressure Points:
Creative Alignment
Multiple ideas and aesthetics needed to be distilled into one clear, cohesive direction.
Audience Definition
The brand required a sharp understanding of its ideal customer, their language, and their preferred channels.
Brand Longevity
The Love Club had to feel authentic to Sianan today while giving her space to evolve in the years ahead.
The Framework:
Research & Discovery
Mission & Vision
Naming & Positioning
Brand & Packaging
Messaging & Application
Launch & Rollout
System optimisation:
We began by grounding the brand in Sianan’s mission and values, translating them into a voice and identity that felt both personal and scalable. Naming and positioning were carefully crafted to set The Love Club apart while reflecting its ethos of connection, care, and confidence.
A visual identity and packaging system were developed to align with this positioning, supported by a messaging framework that made the brand’s voice distinct across all platforms. Audience research shaped both creative direction and go-to-market strategy, ensuring the launch was positioned for impact.
The rollout combined elevated creative assets with a clear product narrative, establishing a brand presence that felt intentional and enduring.
performance gains:
Authentic Identity
Built a brand world that reflected Sianan’s values and connected meaningfully with her community.
Successful Launch
The first product release sold out shortly after launch, validating positioning and resonance with the audience.
Scalable System
Delivered a complete brand framework, voice, identity, and strategy, giving The Love Club the foundation to expand well beyond its initial release.
