ANTONETTE WHITE BRIDAL HAIR & MAKEUP ARTISTRY

Creating an Adaptable Brand

HIGHLIGHTS

Brand identity
Set of 6 logo variations to use for various platforms
Color palette
Typography

I first met Antonette on a photoshoot. I immediately saw the passion she had for her work in the bridal hair and makeup industry. She discussed the challenges she’d faced with creating a brand identity that felt authentic and true to her company. Describing the numerous designers that had done work for her in the past, it became evident that none of their designs had felt right for her or the business she’d built from the ground up. By the end of the shoot, Antonette had given me insight into the genuine dedication she and her team had to creating breathtaking experiences for clients. The gears were turning to create a design solution that made Antonette feel as unique and special as she made her clients feel. I knew the design had to be both beautiful and functional.

INSPIRATION

CHALLENGES

Logo adaptability and variety was a pain point for Antonette. She wanted an identity and logo that could be adapted to best suite each of her platforms (social media, website, order forms, etc.). Another challenge was creating a mark that highlighted professionality and beauty simultaneously. Neither Antonette nor I wanted to sacrifice fluidity and beauty for sterile professionality. The solution was a mark that encapsulated both.

STRATEGY & PROCESS

The second time I met with Antonette was at her studio. As we discussed the mood boards and rough stylistic directions I had conceptualized as starting points, one particular direction stood out. In my design research, I brainstormed a watercolor-inspired style. It wasn’t until I had seen her studio that I noticed a single painting on the wall in pastel watercolors. She agreed that it fit beautifully into her style. The overlapping of the watercolors mirror how makeup is applied and amplified through blending. As watercolor as a starting point, we met several times, fine tuning what would become her final brand identity and logo mark.

DESIGN SOLUTION

Through a series of experimentations with watercolor and typography, I eventually came to a design solution that highlighted the beauty and reliability that Antonette hoped for. To address adaptability, I created 8 logo variations that could be used interchangeably on different social, digital, and print platforms