I was commissioned to create a bespoke visual identity + typeface for a beauty brand, that focuses on micro-blading and semi-permanent makeup. Through early research, I was fascinated BY these grid-like systems that the beauty artists use to ensure the perfect eyebrow for the face. I instantly made the connection with type and started experimenting with rigid, angular text systems.
The client of the get-go wanted to create a brand that stood out, that wasn’t like a conventional beauty brand. So it was important I kept the values of the business but showcased them through an alternate viewing. As well as the identity, I developed a bold display typeface to sit alongside the brand, used across the social media and word-marks, which is lowercase and uppercase,
with several different stylistic sets.
