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Cosmetics Business Branding - BL

Geek House Data Dynamics
Aug 7
4 min read

Updated: Aug 18

Service Type

Branding Guide and Website Design

Company Type

Pre-Seed, Lash Salon

Date & Length of Project

April 2025 - 1 Week

PROJECT OVERVIEW

CLIENT NEEDS

A lash salon reached out in need of a professional website to reflect their growing brand and to streamline their online presence. Although the project began as a straightforward website build, we also provided a branding guide as a gesture of goodwill to help the client establish consistency across all platforms.

PROBLEMS TO SOLVE

The client wanted a bold yet neutral aesthetic—two concepts that often conflict. They wanted something that stood out and felt confident, but still maintained a clean, modern, and calming vibe appropriate for the beauty industry.

APPROACH

We started by creating a minimalist design with neutral backgrounds—creams, soft greys, and whites—to keep the tone elegant and refined. Then we introduced bold, block accent colours in a limited palette to give the brand presence and personality without overwhelming the eye. The branding guide helped lock in this aesthetic, offering clarity on fonts, tones, and layout rules to maintain visual harmony across the website and future marketing materials.

CHALLENGES		Balancing two opposing design directions was a core challenge. Bold often wants to shout, while neutral tends to whisper. We had to find a rhythm that respected both, ensuring the site felt high-end and welcoming without losing its punch. Another minor challenge was creating all of this with only basic initial references and minimal brand direction.
SOLUTIONS		Through iterative design previews and close communication, we aligned the site visuals with the client's evolving vision. We made space for clean navigation, mobile-first user experience, and strong visual hierarchy that speaks both confidence and calm. The branding guide served as the foundation for everything—ensuring the bold didn’t overpower the neutral, and vice versa.
LOOK BACK		The client was thrilled with the final result, telling us she was “VERY happy” with how it turned out. The combination of professional branding and a bespoke website gave her business a polished, elevated look, and set her apart from competitors in a crowded beauty market.

DELIVERABLE

ABOUT COMPANY

The Beauty Lounge approached us to develop their new website. The challenge arose when the client wanted bold colours but minimalistic style. We worked closely with the client and eventually found a balance between bold and minimalistic. Since The Beauty Lounge already had a logo created, GHD2 created a branding guide before starting on the website design.

We created a cohesive brand identity by using the colours from their existing logo, blending them with neutral tones to enhance the website's visual appeal. This approach ensured that the branding remained consistent with their promotional materials while offering a more polished and professional look for their online presence.

BRANDING OVERVIEW

Our approach to branding is centred around understanding the client's vision and aligning the brand with their unique identity. We start by evaluating what they currently have in place and gathering detailed insights through a questionnaire. This allows us to get a clear picture of what the client envisions - whether they prefer neutral colours, a witch-themed look, dark and moody tones, or a modern aesthetic. Since the client knows their business best, our goal is to create a bran that they are truly happy with.

Research:

Understanding the client's industry, target audience, and competition.

Identity Development:

Crafting logos, colour schemes, typography, and other visual elements.

Brand Guidelines:

Creating a comprehensive guide to ensure consistency across all platforms.

We also assess what the logo needs to achieve - whether it serves as a strong identifier or fits seamlessly within an existing theme. Often, we draw inspiration from images provided by the client, such as those used in menus or social media, ensuring the branding reflects their location and character. We refine these images, adjusting colours for balance if necessary, to create a cohesive and visually appealing identity.

CLIENT ALIGNMENT

Throughout the Beauty Lounge project, client alignment was a top priority. We maintained open communication to fully understand their needs and preferences, ensuring that every design decision reflected their vision for the brand. From matching the typography as closely as possible, to selecting a colour palette that resonated with the beauty and glamour industry, we provided guidance while keeping the client's input at the forefront.

By offering flexible solutions such as presenting font alternatives and fine-tuning the colour scheme based on their existing materials, we ensured the final design aligned with both their creative aspirations and practical requirements for their website.

DELIVERABLES

COLOUR PALETTE

The Beauty Lounge brand features a refined and elegant colour palette that reflects its beauty and glamour focus, colours are taken from the logo. The deep blue, light greyed blue, muted red, and orange work brilliantly for accent colours and to connect the logo to the website and rest of the brand. while the cream beige as a light colour works well as a background colour.

TYPOGRAPHY

The typography for The Beauty Lounge presented a unique challenge, as the original logo and promotional materials were created using Vistaprint's own fonts, which aren't directly available for public use outside of their own website. To maintain consistency while ensuring compatibility for the website, we sourced similar fonts that closely matched the original Vistaprint typography. These font options were presented to the client, who ultimately chose to keep the original Canva font for their logo.

For the website, we implements the closest possible match, ensuring a cohesive brand experience across both print and digital platforms, while adhering to web design best practices.

Yellowtail worked with the websites font, as well as adding in a bold font to keep with the bold minimalist tone the client aimed for.