Objective

Create a memorable visual identity for a beauty education startup. Build collateral assets and marketing tools according to market research results from the beauty industry in Vancouver. Build a bold kit for a successful brand launch.

Challenge

The majority of competitor brands utilize a contemporary visual identity that is lacklustre and cliche. Creatrix will look and feel exceptional, approachable, trendy, bold and never basic, thank you very much.

Solution

To build the brand identity for Creatrix I used the owner’s personal stylistic preferences on fashion styles, colour and brand, added my insights from market research, and then turned them into an extensive range of brand elements from logo to promotional materials, icons and patterns. Fluorescent and neon colours, trendy prints, bold typography, provocative imagery - all of this will make the brand more relatable to the target audience. All the elements have been compiled into a detailed brand book.

Logo System

To create an outstanding logo I decided to emphasize part of the brand name - TRIX in the Creatrix. An X-shape symbolizes the shape of a simple braid, creating a connection with the type of education Creatrix provides. The secondary logo is a simplified wordmark incorporating a multiplied x-braid shape. A triple X for the icon implies something forbidden and desirable, possibly x-rated.