Launching a modern beauty company with a longtime industry icon.

After CEO Bobbi Brown left her eponymous company Bobbi Brown Cosmetics, her next beauty venture was Jones Road, a showcase of the high-performance products for which Brown was well-regarded, now formulated for the contemporary market: made with clean ingredients, finished with no-makeup makeup sophistication. Once launched, it went TikTok viral.

Pratt worked directly with Brown, who became her mentor and confidant, to develop launch branding messaging: brand voice, brand mission statement, brand story, founder story, product-led website messaging, product names, and social strategy.