A 30-year-old brand with a pioneering formula. A saturated “clean beauty” market. This is how Ruby Works Co.™ clarified a legacy—without rewriting its DNA.

Dr. Alkaitis Organics

Brand Messaging Guide + Email Welcome Sequence

Translating Legacy into Leverage: Brand Messaging + Email for Dr. Alkaitis

Client Case Study

Initial Challenge

Dr. Alkaitis Organics is a heritage skincare brand known for its raw, living formulations and deep scientific roots. Founded by molecular biologist Dr. Saulius Alkaitis, the line has long been trusted by holistic beauty advocates and luxury spas. Today, the founder’s daughter and CEO, Trish Alkaitis, leads the brand into its next chapter.

client overview

intro: Big goals, big moves—let’s set the stage

Client Overview & Initial Challenges

intro: Big goals, big moves—let’s set the stage

— Trish Alkaitis, CEO

“Ruby Works Co.™ established a clear and compelling brand perception that was previously undefined, giving us a cohesive voice and identity that resonates with our customers.”

What they really needed was a full messaging infrastructure: not new language, but stronger systems to house and scale the story they already had. With a loyal audience, high retention rate, and decades of proof-of-concept, the work wasn’t to reinvent—it was to translate and elevate.

Ruby Works Co.™ built a Brand Messaging Guide that distilled the ethos of Dr. Alkaitis into a scalable, flexible asset—and paired it with an email welcome sequence that introduces the brand’s story with clarity, resonance, and intention. For demonstration purposes, I’ve linked an abbreviated version, removing sections that are privileged information.

Actual Problem

The team needed messaging support for a new email sequence and some clarity around target audiences.

Surface-Level Problem

How We Solved The Real Problem

Codify brand voice, story, and tone for use across teams
Identify and expand target audience segments
Create messaging that balances holistic wellness with scientific credibility
Provide repeatable frameworks for email, content, and partnerships
Build a multi-email welcome sequence to increase trust and conversion

Specific Needs

Translate the brand’s 30-year legacy into a strategic messaging system that elevates its scientific integrity and holistic roots. Build a scalable foundation—through a brand guide and welcome sequence—that equips the team to market with clarity, cohesion, and confidence.

primary Goals

Goals & Key Deliverables

Objectives: The mission: turning vision into results

— Trish Alkaitis, CEO

“Oh my god, I love it.”

Structured the site for easy navigation and high-impact storytelling.
Optimized web copy to clearly articulate Victoria’s expertise and services.

Collaborative Brand Immersion

Designed a visually intuitive website to guide visitors toward action.
Balanced professional credibility with engaging, human-centered storytelling.

Email Welcome Sequence

Developed brand voice directives for social, email, and longform content.
Created seven buyer personas with full strategy: needs, competitors, pain points, and loyalty insights.
Mapped pain-point-to-solution language for internal and partner use
Provided a messaging library and product messaging framework to unify future launches.

Positioning & Messaging

Repositioned the founder’s story as a strategic differentiator (“the logical revolutionary”)
Clarified core values, brand tone, and visual guardrails
Distilled decades of history into meaningful boilerplates, headlines, and purpose-driven copy blocks.

Brand Foundation

The Step-By-Step Execution

PROCESS: A THOUGHTFUL PROCESS, BALANCING STRATEGY & RESPECT FOR LEGACY

— Trish Alkaitis, CEO

“Working with Erin was an absolute dream—her professionalism, kindness, and thoughtful oversight made the entire process enjoyable. This was a true team effort involving multiple people with different perspectives, opinions, and time zones—no easy feat to manage. Erin handled it all with remarkable ease, calm, and grace.”

The team now has seven refined audience personas—with mapped content channels, marketing strategies, and product positioning guidance for each—ensuring future launches speak to the right segments.

Stronger Audience Targeting

The brand’s welcome sequence is now live—built to nurture new audiences with warmth, education, and clarity, without relying on discounts or urgency tactics.

Foundational Email Funnel Launched

“I actually used the messaging guide to write an article, and they want to run the whole piece just about us now.”
— Korinne, Marketing Lead

“The brand messaging guide has been so helpful. I’ve totally been using it in so many different areas- social media, articles, blogs.”
— Korinne, Marketing Lead

CEO and CMO use the guide actively to support content and planning. Their external collaborators (copywriters, media partners, retailers) now receive aligned, accurate messaging every time.

Internal Empowerment + External Alignment

The Brand Messaging Guide is now used across departments—fueling social media, press articles, retailer copy, and influencer messaging without reinventing the wheel.

A Scalable Messaging System

the wins & why they matter

RESULTS: Fast, functional, and built to convert

— Trish Alkaitis, CEO

“Our new customers are receiving an authentic and elevated experience with every email they receive. Each page is visually beautiful, well thought out, and engaging.”

With multiple voices on the team and cross-functional content creation, this guide helps unify the tone while still allowing personality. It makes scaling faster, smoother, and more consistent.

3. Thoughtful Voice Training for a Multi-Person Team

Every word of the brand guide was designed for multi-channel use: press kits, email funnels, DTC product pages, and wholesale partner decks. It’s not just strategy—it’s strategy in action.

2. Messaging Built for the Whole Business

Instead of soft storytelling, Ruby Works Co.™ reframed the founder’s ethos as a competitive differentiator: a scientist who created skincare that works with the skin, not against it.

1. Founder's Legacy Repositioned as Strategic Leverage

Standout Features & Strategic Wins

GEMS: The details that made this project chef’s kiss

As Dr. Alkaitis expands its product offerings and wholesale presence, Ruby Works Co.™ remains a strategic partner for future launch messaging, web copy refinement, and ongoing content support.

Future Plans

This wasn’t a rebrand. It was a reintroduction. Ruby Works Co.™ took a trusted, high-integrity brand and gave it the structure, language, and clarity it needed to lead with confidence—across every channel, platform, and partner touchpoint.