Brand Strategy & Visual Identity System

The Skin Societé is a people-first aesthetics and wellness studio that blends expert treatments with a holistic, transformative approach. I developed a bold, editorial-inspired visual identity that captures the studio’s mission: to empower clients through subtle yet impactful transformations. Drawing inspiration from luxury fashion houses and wellness culture, the brand world balances high-end sophistication with authentic, human connection.

The Skin Societé

ROLE: Brand Designer & Identity Strategist

TIMELINE: 8 Weeks

DELIVERABLES: Logo Suite, Color & Typography Systems, Guidelines (including Voice, Values, Competitor Analysis, Positioning Statements, Customer Personas)

*Brand Photography by Alexx Acor Photo

Challenge

Entering a saturated aesthetics & injections market in Utah, The Skin Societé (TSS) needed a brand identity that could break away from traditional clinical aesthetics and stand out in a competitive, trend-driven beauty market. The goal was to create a confident, fashion-forward visual presence that still felt approachable, holistic, and deeply personalized — establishing the brand as both a cultural authority and a trusted partner in long-term client transformation.

Questions that guided our discovery sessions: “How can we position The Skin Societe to stand out visually from a sea of boring, beige competitors & larger, clinical med spas? How do we position TSS as the it-girl of aesthetic injections in Utah and eventually beyond?”

Person wearing a black outfit and beige high-heeled boots holding a syringe, with their face not visible.
A person with red fingernail polish holding a syringe and drawing liquid from a vial in a medical or laboratory setting.

Approach & Strategy

Building on The Skin Societé’s mission of meaningful, holistic transformation, the brand strategy centered around positioning the studio as a culture creator — blending the aspirational world of high fashion with the authenticity of functional wellness.

Through competitor analysis and audience profiling, it became clear that clients seek more than aesthetic results; they crave expert guidance, empowerment, and emotional connection. This insight shaped every creative decision: from developing a logo and typography system inspired by luxury fashion houses to crafting a visual language that celebrates real, radiant transformations over fleeting trends.

The brand world was designed to feel empathic yet authoritative — offering clients a space where confidence is cultivated, not manufactured.

Creative Execution

Logo Design

The Skin Societé’s logo system is built on confident, fashion-inspired typography, reflecting the brand’s role as a culture creator within the aesthetics space. The custom sans-serif wordmark carries subtle bespoke modifications, creating a distinct, memorable silhouette. A bold, abstract monogram version was developed as a “stamp” — a symbol of authority, transformation, and empowerment within the beauty industry.

A person wearing blue denim shorts and a red top, holding a pen to their chest, with a large white logo overlaying the image.
Multiple botox bottles scattered on a white surface with the logo: 'The Skin Société' overlayed in black text.
A woman looking into a mirror, touching her face, with the text 'The Skin Société' overlaid.

The Skin Societé’s color system reflects the brand’s philosophy: grounded in trust and expertise, yet always evolving, expressive, and alive. The palette is grounded in a refined slate gray and soft off-white, creating a neutral canvas that evokes sophistication, clarity, and calm. Bold cabernet red and light sky blue accents introduce unexpected vibrancy — symbolizing confidence, vitality, and openness.

Used sparingly, the accents command attention without overpowering, reinforcing TSS’s subtle yet impactful approach to transformation.

Color Palette

A color swatch labeled 'Slate' with hex code #272727.
Light beige background with swatch labeled "LIGHT" and hex color code #F8F5F2
Color sample card labeled 'CABERNET' with hex code #6F002F
Light blue background with the word CALM in bold black letters and the hashtag #C8DEEC below it.

Photo Direction

The Skin Societé’s visual language draws heavily from fashion editorials: sharp lighting to sculpt features and emphasize skin radiance; intentional negative space to highlight transformation and ease; leaving room for bold text overlays on imagery to make statements with authority. Design layouts are sleek and minimalist, letting typography and imagery lead without clutter.

Person sitting on a black folding chair wearing beige high-heeled thigh-high boots, with a piece of paper displaying the words 'SLADE SKIN' multiple times hanging from the person's hand.
A young woman with shoulder-length brown hair, blue eyes, and light skin wearing a white strapless top and a delicate necklace, sitting against a plain light gray background.
Multiple boxes of Teoxane RHA dermal fillers scattered on a white surface with one syringe nearby.
  • A young woman with long brown hair, wearing a strapless white top and dark high-waisted pants, standing barefoot next to a black stool in a minimalistic studio with white walls.
  • A person in a red top and blue denim shorts with pearl embellishments is preparing to receive a vaccination with a syringe.
  • Beige thigh-high high-heeled boots standing among scattered black-and-white promotional flyers.
  • A woman lying on the floor with her eyes closed, surrounded by boxes of Teoxane skincare products, holding a syringe near her mouth, and smiling.
  • A young woman with long wavy hair and light makeup looks at the camera while holding a box, with more boxes on the table in front of her, in a well-lit room.
  • Multiple small vials of medication scattered on a white surface.