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

Three pillars of a complete transformation

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.

The Result

People became obsessed.

When Ashlee launched, people became obsessed. To this day, more than a 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.

Audience reactions, 1 year post-launch

Ashlee's public Instagram comment

Key Takeaways

What this project proves

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.

Your brand filters your ideal clients.

To attract the right people, it needs intentional positioning — not watering down your vision.

Identity needs repetition.

Every touch-point should be on brand and reflect the same standard of quality. Consistency builds obsession.

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

Best decision I made last year by far was working with Virginia and her team.

Ashlee — Auric Aesthetics

WHAT CLIENTS SAY

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

90+ branding projects in 10+ different markets since 2020.

To say Val was blown away is an understatement. Virginia far exceeded her expectations on this branding and design. The attention to detail was incredible — everything looks amazing and flows effortlessly.

VAL DARLING — SPA OWNER

Nancy was beyond happy with her brand design. With every step she felt she could trust the process, and in the end it was the best investment she had made for her brand so far.

NANCY — NAIL STUDIO OWNER

Virginia captured the essence of Bryn's books and the strong, capable, badass women at the center of each one so beautifully. She had no notes. None.

BRYN — DARK ROMANCE AUTHOR

VAL DARLING — SPA OWNER

Nancy was beyond happy with her brand design. With every step she felt she could trust the process, and in the end it was the best investment she had made for her brand so far.

NANCY — NAIL STUDIO OWNER

Virginia captured the essence of Bryn’s books and the strong, capable, badass women at the center of each one so beautifully. She had no notes. None.

BRYN — DARK ROMANCE AUTHOR

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?