An immaculate brand transformation for Ashlee’s skincare studio — cherubs and all

An immaculate skincare studio Auric Aesthetics

Brand identity

Social Media Templates

Website

We reimagined Ashlee’s brand from a generic look to a marvelous, fully custom identity applied across print, web, and social. The result became one of our most recognized projects, earning lasting praise from both the client and her audience.

The Journey to a Transformed Brand

The Initial Challenge

Ashlee came to us with a familiar frustration. She already had a brand identity that another designer had created for her, and while it wasn't terrible — it was nice enough, even somewhat pretty — it felt generic and uninspired.

She knew in her heart that her brand deserved more, that it could be something truly special, and this disconnect left her feeling unsatisfied every time she looked at her materials.

Our Approach

We developed a comprehensive brand identity that was meticulous in every detail. Each element — from custom frames and illustrations to the typography and color palette — was thoughtfully crafted to create a cohesive whole.

The result was stunning — a brand that exuded sophistication while maintaining the dark, alternative edge that was true to Ashlee's vision.

When discussing Ashlee’s clients, we found out some interesting things that directed our project:

01

Already a bit educated about skincare (see the connectionbetween their health and the health of their skin, understand thecommitment involved in skincare, value professional advice, willfollow your instructions, will buy the products you recommend).

02

Are in a state where they’re over the “Sephora junkie” phase, andare being more mindful of their choices. Health > perfection, celebrity brands, product hoarding.

03

Are attracted to aesthetics and good packaging, have an eye fordetail, used to high-quality aesthetics. People who are used topaying premium prices can tell brands that are truly high endfrom the tacky ones.

04

They care about their well-being, put themselves and theirwellness first, and don’t mind high prices if it's worth the results.

Photographer
Maci Twelves

Luxurious

Dark

Expert

Antique

COQUETTE

Flames so hot that they turn blue

Her writing burns with a dark, intense, and seductive energy—so fierce it feels like fire turned blue. Each story she crafts is a plunge into raw emotion and high-stakes tension, led by powerful, unforgettable women.

Always unapologetic

Her worlds may shift — from shipwrecks to shadowy academies to brutal government prisons—but the heart of her work never wavers. It's always bold. Always unapologetic. Always driven by the strength of her characters and the weight of the emotions they carry.

It defines her voice

This intensity doesn’t just shape her stories — it defines her voice as an author. And it’s the same force that inspired the visual identity: a blend of bold typography and deep, charged color, echoing the fire behind every page she writes.

OUR CONCEPT

The base for Auric Aesthetic

And then... we made this concept visual

A modification to Ashlee’s current logo, making it more condensed and taller so it looks more elegant

A highly ornate monogram inspired by the Rococo period

A thin serif font for titles to bring elegance and a delicate touch

Combined with a sans serif font (the high fashion kind!) The past and the contemporary together.

Lots of cool special finishes on print: gold foil, blind embossing, spot UV... so much to explore!

A rustic effect to the photos can create an interesting contrast with the “perfect” side of the brand

Brand Marks that allude to seals and crests that shows quality and sophistication

Ornaments following the style of the Rococo period

Disclaimer: The images used in this moodboard are for inspirational purposes only and do not belong to me. They are sourced from various platforms like Pinterest and Google. All credit goes to their respective creators.

A nice but forgettable brand became a bold, unforgettable identity

Before: “functional but incomplete”

Ashlee came to us with a brand that was “pretty enough” — but not truly her. It looked nice on the surface, yet felt generic and disconnected from the bold, soulful energy behind her business. She knew it was time for something more intentional.

After: “marvelous”

What we created together is a brand that not only reflects who she is, but captivates her audience at first glance. Sophisticated, edgy, and deeply personal — this transformation shows what’s possible when strategy meets aesthetic clarity.

We guided the entire production process, managing relationships with printing companies

The brand implementation extended far beyond just creating a logo. We ensure everything from business cards to wax seals met our exacting standards. Every touchpoint was special, delivering both quality and customization that reflected Ashlee's unique approach to her business.

Gift certificates

Collaterals unboxing

Business cards

Thank you cards

Tissue paper

Envelope

Let's unbox it together

A one-minute video of Virginia unboxing printed collateral

Social Media Templates

We equipped Ashlee with everything she needs to confidently manage their social presence, from ready-to-post Instagram graphics to customizable Canva templates. This way, she can stay consistently on-brand with minimal effort. Just double click the text on Canva, and start typing.

Highlights

Post templates

We also customized her existing
Shopify website

We brought the new brand identity to life by updating colors, logos, fonts, and
imagery to reflect the refreshed aesthetic. We also added a new gift card feature,
enhancing both the visual experience and functionality.