Identity Design - Yessi Makeup

Branding is one of the processes that I enjoy working on the most. Getting in touch with the essence of a company or persona and finding ways to highlight their added value, in a thoughtful yet harmonic manner, creates an exciting challenge to me. This is why today, I want to share with you one of my most recent identity jobs. 

Yessi is a super talented makeup artist. She works mostly at events such as weddings, but also offers a wide range of skin services that include waxing, facials and of course makeup. Mostly makeup. She came to me in need of a logo update, and after analyzing her branding, I recommended to redefine her style and apply these findings to her graphics. So we did. We started by identifying her target audience and Yessi's style and highlighting common ground. Once that was settled; I presented to her two options of look and feel for her brand. One more romantic and sophisticated; and another more edgy, modern and a tad bolder. She picker bolder :) 

After going with opt 2, I presented 2 versions based on script logotypes, and one based on a serif; she picked the first one but asked for a more bouncy script. After a couple back and forwards, she approved the one on the right. YAY!



When I start a specific job in pen and paper I have all these ideas of how this product will end up. I try my best to think of how it will be used and things such as the flow of color, or if type matches the style of art. All these thoughts moving in my head while I work on it. No matter what, I try my best to make sure every piece of that product stands on its own, and it's well thought out. So far, I have worked on very few product jobs for Hobby Lobby, but these are the ones I can say I have the most ownership. I poured my heart and soul into making these, and I can't be happier with the way they turned out. The best thing is seeing how people have responded to them, all the Instagram posts and the emojis with heart eyes, remind me of why I work so hard. I hope I get to keep making products for a long time, and that they keep bringing little joy to many many people. :) 

Developed by Jenny Loken for Mardel.

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