Work

Brand Identity

Brief

Develop a logo and brand guidelines for an Versatile Allure, an upscale beauty brand. Versatile Allure Beauty is a beauty and creative company specializing in soft glam and natural beauty services designed to enhance confidence through refined, elevated artistry. We believe beauty is both an experience and a form of creative expression, blending soft glam aesthetics with intentional detail, professionalism, and consistency. Through makeup, lashes, brows, and creative direction, we create polished looks that feel effortless, modern, and uniquely tailored to each client.

My Process

During my internship with Delphine Legacy Media, I was tasked with creating a brand identity for their client, Versatile Allure Beauty. After receiving the brief, I began sketching logo concepts that communicated beauty, glamour, and luxury. Throughout the process, I focused on keeping the logo simple so it could remain clear and effective at any scale.

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I also researched current salon, spa, and beauty brand identities to compare different visual approaches. One noticeable difference between local salon and spa brands and higher-end beauty brands was the use of detailed illustration versus more simplified typography and design. Many beauty businesses use highly illustrative logos, which I wanted to avoid in order to create something more refined and unique. After studying premium brands such as Maybelline and L’Oréal Paris, I noticed that many rely on clean sans-serif wordmarks. While these marks feel polished and premium, they do not always communicate a strong beauty-focused feeling on their own.

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With that in mind, I combined both approaches by creating a combination mark that paired a simple, direct visual element with a serif typeface that felt appropriate for a beauty brand. After developing digital drafts of the primary and secondary marks, I selected a color palette that could be used consistently across all brand materials while supporting a premium beauty aesthetic. I then created mood boards to guide the brand’s photography, social media, and website direction. Finally, I applied the identity to relevant mockups, including signage and packaging, and established basic brand rules and guidelines for consistent usage.