Case Study
Company: Beauty and Laser by Karen
Industry: Beauty / Aesthetics / Wellness
Role: Art Director & Brand Designer
Deliverables: Brand identity, logo design, social media design, signage, and marketing materials
The Challange
Beauty and Laser by Karen is a boutique beauty clinic offering laser treatments, facials, and aesthetic services.
The challenge was to create a refined, feminine, and trustworthy brand identity that reflected the professionalism of a medical studio and the softness of a luxury beauty experience.
The visual identity needed to appeal to a modern audience seeking both confidence and care — standing out in a saturated beauty market while remaining timeless and elegant.
The Process
I began by developing a color palette built on soft neutrals, blush tones, and subtle gold accents — evoking calmness, purity, and sophistication.
The logo design combines clean typography with minimal geometric details inspired by skin smoothness and light reflection.
.
To ensure a cohesive experience, I designed:
- Business signage and store visuals for brand presence
- Social media templates for consistent online storytelling
- Service menus, gift cards, and price lists for print and digital use
- Photography direction to enhance visual branding and tone
The Creative Solution
The final identity communicates beauty through simplicity — polished yet approachable, delicate yet confident.
The aesthetic reflects care, trust, and transformation, aligning with the brand’s mission to make every client feel beautiful and empowered.
The Outcome
The rebrand elevated Beauty and Laser by Karen into a recognizable and aspirational local brand, increasing engagement on social media and enhancing the client experience in-store.
The new design built a strong foundation for future digital marketing and visual storytelling.
TECHNICAL SKILLS
Illustrator
Photoshop
Canva
Social Media
COPYRIGHT
Freelance
Sydney (Australia)
Skills Used
“Cristina has excelled in this role, displaying an excellent understanding and has brought with her a great talent of design to Signpac. Cristina possesses a “can do” attitude and always took on all tasks with positive energy. Cristina’s engaging personal style enables her to interact effectively with staff and clients. Proactive with her designing, she takes initiative to go beyond the expected parameters of her job. I would not hesitate to re-employ Cristina should the opportunity arise.”
