Flowerful is a hair salon located at the Salon Lofts in Kentlands, Maryland. The brand’s name is inspired by the blooming beauty of flowers, symbolizing growth, transformation, and the artistry behind every client’s unique style.
SERVICES
INDUSTRY
SOFTWARE
Brand Identity & Strategy
Haircare
Beauty
Logo Design
Illustrator
Photoshop
Concept
InDesign
Procreate
From Vision Boards to the Complete Branding Experience.
THE PROCESS
After my initial discovery meeting with the client, I assembled a vision board that captured their vision and aspirations for the brand. I presented it as a source of inspiration, allowing us to confirm whether the visual direction aligned with their expectations.
This collaborative step helped inform and guide me throughout the design process, ensuring we stayed on the right path from the start. From there, I began the brand development process, working through both the brand strategy and visual identity design.
THE BRAND STRATEGY
Building the Blueprint: Crafting a Strategic Foundation for Brand Identity.
The brand strategy process for Flowerful focused on crafting a strong foundation that reflects its core values of inclusivity, empowerment, and craftsmanship.
Through a deep understanding of the brand’s mission to elevate natural beauty with precision and care, I developed a visual identity that embodied Flowerful’s commitment to diversity, trust, and community.
By aligning the design with the brand’s ethos—celebrating all hair types and enhancing clients' confidence—the strategy ensured that every element, from the logo to the tagline, expressed a cohesive and uplifting brand experience to the target audience.
The Logo Design Process
PRIMARY LOGO
This logo is designed to serve as the primary representation of the brand. Also known as a 'logotype' or 'wordmark' due to its strong focus on text, it features customized typography combined with minimal iconography (The Bayahibe Rose).
SECONDARY LOGO
Also known as the 'alternative logo,' this variation serves as a compact, vertically stacked version of the primary logo, making it ideal for narrower spaces such as print marketing materials and product packaging.
LOGO MARK
The logo mark is a simplified version of the primary logo, featuring only an icon or symbol. It's ideal for use in tight spaces like social media profiles, watermarks, stickers, stamps, or website favicons.
Brand in Action
One of the most enjoyable aspects of creating a brand guideline is showcasing the brand in action to help the client better visualize the concept. This approach offers a practical preview of how the brand elements will be applied in real-world scenarios, bringing the brand to life in a way that's both engaging and tangible.
For this project, I designed window signage, business cards, stickers, and a proposed Instagram feed, ensuring the brand's identity would shine consistently across different platforms and physical spaces, while creating a unified and memorable brand experience.
Brand Identity Guideline
In developing the brand identity guideline, I focused on creating a clear, organized, and comprehensive framework that captures the essence of the brand while providing practical guidance and context to the design desicion-making process. The guideline covers the brand strategy phase as well as all the foundational elements of the visual identity, including logo variations, color palettes, typography, and brand application. Each element is carefully considered to maintain cohesion across all brand assets, empowering the client to confidently apply their brand identity across various touchpoints.
Brand Guideline Sheet
As part of the visual branding process, I provided an additional document to my client alongside the comprehensive brand guideline.
The brand guidelines sheet serves as a condensed version, summarizing all the essential points from the original document onto a single page. This makes it easy and convenient for the client to reference for general information, such as logo variations, color palettes, and typography.
This streamlined sheet eliminates the need for clients to sift through multiple pages, reducing the effort required to ensure they are following the guidelines.
IN FRANCHESCA’S WORDS
“Yasmine is very tasteful and detail-oriented. She not only met my expectations but exceeded them in every way. I was particularly impressed by how she took the time to visit my salon and truly immerse herself in my style. This genuine inspiration was evident in her work. Since the project's completion, the impact on my business has been great. I absolutely love my new logo. She captured the essence of my brand beautifully, enhancing its elegance while ensuring that my identity remained intact. It’s exactly what I envisioned and even more.”
FRANCHESCA VARGAS, OWNER OF FLOWERFUL HAIR SALON