Project
Toni is an esthetician who needed a brand that reflected her high end skincare services. I worked with her to design a visual identity to elevate her Instagram content as well as create a strategic marketing plan for attracting local clients.
My Role
Brand Identity, Marketing strategy
Year
2024
Industry
Product Marketing Consultant, Personal Brand
The mood: Geometric outlines and boxes establish a clean, orderly aesthetic. They are paired with soft, neutral tones and photographs that evoke the cozy luxury of a spa experience.
Since this project spanned more than just brand design, I created a custom dashboard in Notion to facilitate collaboration between Toni and I. In addition to a centralized hub for communication and resources, it included a KPI tracker to monitor improvements in engagement and client acquisition.
My marketing plan for Toni focused on a beautiful Instagram to accompany locally-targeted ads, a concerted effort to build up reviews on her Google Business profile, and an automated email system to retain existing clients.
I mapped out her client experience flow from top of funnel discovery to post-appointment follow up, exploring how each client touch point could be infused with her brand and feel like a seamless, luxury experience.
Through the combination of script, playfully tilted letterforms, and a monospace subtype, Toni’s logo balances elegant luxury and a youthful, modern vibe.
The color palette is based upon warm neutrals (ivory, ecru, olive, brown) to ground the brand in luxury. A varied combination of values assures multiple interesting yet accessible color pairings.
Typeface selections, colors, and geometric elements combine with stock photography to create memorable branded content. In addition to photos of client results, Toni’s Instagram features educational content to position Toni as an expert, and treatment options are presented clearly to encourage clients to book the best choice for them.
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