We took Ashlee's brand from common to gothic, luxurious and full of details.

What happened? Clients obsessed over it. Watch Virginia break down the strategy, aesthetic direction, and the real reactions from Ashlee's clients when they saw the rebrand.

The Challenge

Ashlee wanted to attract an up-scale audience and integrate her dark aesthetics into her brand. The problem? She was terrified it would scare away regular people.

Non-goths. Everyday clients who want luxury but might be intimidated by gothic visuals. The question: could we make darkness feel inviting?

What we did

Strategy first
Deep research on her audience, competitors, and goals.
What her dream clients needed to see? And how to match that with a brand Ashlee would resonate with?

Full brand system
‍Logos, colors, fonts, textures, icons, patterns...
We created a universe for Ashlee's brand that works now and scales for the future.

Premium touchpoints
Gift cards in velvet envelopes with wax seals, business cards with gold foil and duplex paper, social media templates, website styling. Every touch-point elevated to luxury standard.

Managed production
‍We handled the entire printing process so she didn't have to deal with vendors or technical details.

Brand Gallery

The result

‍When Ashlee launched, people became obsessed.
To this day, more than an year after launch, she still receives DMs complimenting her brand.

People buy just for the unboxing experience.

She loved the brand so much that she dresses in its palette!
‍

Key takeaways

1. Dark aesthetics work for ANY business when done right.
It can look beautiful, premium and elevated, or cheesy and Halloween-ish. It's all in the execution.

2. Your brand filters your ideal clients.
To attract the right people, it needs intentional positioning.

3. Identity needs repetition.
This means every touch-point should be on brand and reflect the same standard of quality.

Ready to stop softening your edges?

Do you have a big vision for your brand, but are struggling to make it reflect who you truly are?
I’d love to hop on a Discovery call with you and discuss how to make that happen.

We'll talk about your vision, map out what you need, and I'll give you a custom package recommendation and a quote.
No pressure, no fluff. Just you and me talking about your vision.

Book your discovery call

Free 30-minute call to discuss your brand vision • No pressure, just possibilities

We're the #1 design studio for gothic, dark and alternative brands

We've done 90+ branding projects in 10+ different markets since 2020.
This is what clients say about us.

"I knew trusting Virginia would be the best decision I could possible make, and it turns out I was damn right about that!"

— Danielle Ariadne, destination wedding and portrait photographer

"I felt from the outset that Virginia understood me and my business in a way that very few can. I had complete trust in her and her team, and I was not disapointed!"

— Sarah, Beauty Studio Owner

"I honestly didn't know
what to expect walking into this because I've had such a hard time narrowing down my brand, but Virginia honestly knocked it out of the park. Every little detail is gorgeous and has meaning.
There are no words. I'm blown away and so
happy with the results."

— Eva Simmons, Dark Romance Author

"I knew trusting Virginia would be the best decision I could possible make, and it turns out I was damn right about that!"

— B.H. Eastwood, dark romance author

"I felt from the outset that Virginia understood me and my business in a way that very few can. I had complete trust in her and her team, and I was not disappointed!"

— Danielle Ariadne, destination wedding and portrait photographer

Questions? We've Got Answers

What's the Discovery Call actually like?

Think of it as chatting with a friend who totally gets your vision! I want to hear about your business dreams, goals, fears, and hopes for your brand.

We'll dive deep into who you really are and what you want your brand to say. You'll feel heard and understood, which is honestly my favorite part of the whole process.

There's zero pressure and no need to impress me or put on a professional front.

How long does the Discovery Call take?

Usually up to 30 minutes, but if we get too excited talking about your vision it can go up to 45 minutes! It's totally up to us how deep we want to dive into your business - some people love to share all the details, others prefer to keep it shorter.

Do I need to prepare anything for the Discovery Call?

When you book your call, you'll need to fill in some questions about your business - that's important for me to check beforehand. After that? You don't need to prepare whatsoever!

Just come to the call ready to talk. No presentations, no homework, no stress.

We're just gonna chat about your vision and see if we're a good fit.

Ready for your brand's transformation?