Cindy Meza Esthetics

- Logo Design
- Color Palette
- Identity Development

Cindy approached me to create a new identity for her company, Cindy Meza Esthetics. Specializing in skin care, cosmetics, and the importance of daily skin regimens, Cindy’s business has grown rapidly over the first three years. Originally working out of a spare room in her home, Cindy graduated to a professional space and wanted an identity to match her company’s growth.

In the intake, Cindy talked about her family and watching her mother and grandmother go through skincare routines every evening. She also mentioned wanting her brand to be approachable but professional. Like a friend and confidant to her clients: someone they can trust to give them clinical advice. We talked about the type of music she plays in her studio: upbeat, energetic vibes that make her clients feel like they’re about to hit the runway. We also discussed the rise of TikTok and Instagram influencers who give advice that may not be based on actual science to millions of followers. As a state-licensed esthetician, it was important to Cindy that her brand be clearly separate from that side of the cosmetic world. Cindy talked about how she enjoys seeing the confidence that comes out of her clients when their skin is clearer and healthier, often remarking “I want them to feel like 100 million bucks”. With clear direction, we started working on moodboards to hone in the visual style.

From the Creative Brief, we decided on three potential directions for Cindy to choose from. The first was a moody, high fashion approach that targeted Cindy’s higher end clientele. The second was a cleaner, more clinical style that showcased her professionalism as a state-licensed esthetician. The last direction was a humanistic, natural one. A soft, muted palette and a monoline logo lend approachability to the brand. Cindy also envisioned her logo in neon nestled in a wall of roses and felt monoline style would both work for her neon sign vision and make the brand feel more personal.

Through the collaboration, we determined Cindy’s personality should shine through the identity and ultimately went with the third direction. From here, we worked started thinking about a color scheme that leaned feminine but didn't alienate men who also wanted to come in for skin treatments. While working on the logo options, Cindy sent over some more inspiration pieces and her own signature that helped clarify the design process further. The result is a professional brand that exudes wholesome expertise, approachability and youthfulness without coming across as childish.