Bansk, a private investment firm specializing in consumer brands, sought to create a sub-brand focused on beauty and haircare, resulting in Bansk Beauty. The aim was to establish a brand that felt native to the beauty industry while distancing itself from the typical private equity image. It needed to be caring, knowledgeable, and powerful, without being overbearing or arrogant, allowing its brands to shine. Through stakeholder interviews, research, and brand strategy development, Bansk beauty embraced the metaphor of "pollination," symbolizing empowerment, connection, and sustainable growth, which became central to the brand’s purpose of cultivating brands to thrive.