Esthetician applyign beauty treatament on a patient's face

Luxa profesional

Everything about beauty

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THE CUSTOMER

The “Luxa Profesional” project was the vision of Maria Bolborici and is prefectly summarized by quoting Maria herself:

The project was born out of the passion for beauty and everything beautiful and from a desire to make things differently and at a different level.

Maria Bolborici – Founder Luxa.ro
Logo Luxa Profesional

THE CHALLENGE

The project envisioned the opening of a beauty salon, specialized in facial aesthetics and dermocosmetics.

As we got involved from the beginning, all the business’ brand had to be envisioned, designed and implemented; starting with the initial discussions, vizualizing the brand image and producing a presentation video about the salon and treatments. Every piece of the puzzle had to be meticulously put together to result in a cohesive brand image for the grand opening.

Salon entrance

THE JOURNEY

As the project was in of itself targeted at people that have a keen eye for detail, it required us to go above and beyond every step of the way.

Towel with Luxa Profesional logo on it

BRANDING

Beauty is felt. It cannot be defined.

Honoré de Balzac

The above quote was the starting point for the “Luxa Profesional” branding. It resonated with the customer and coincidentally resonated with what branding is: a feeling.

Our role was to understand the customer, create a filter that fits their vision of the end-product and run everything through that filter to have a cohesive result.

The first step in getting to know the customer and understanding the vision was to start with powerful words that define the project. Those words were:

Discreet, Feminine, Luxury, Wow, Serious

Click on the images to see the full size.

The above quote was the starting point for the “Luxa Profesional” branding. It resonated with the customer and coincidentally resonated with what branding is: a feeling.

Our role was to understand the customer, create a filter that fits their vision of the end-product and run everything through that filter to have a cohesive result.

The first step in getting to know the customer and understanding the vision was to start with powerful words that define the project. Those words were:

Discreet, Feminine, Luxury, Wow, Serious

Stylescapes

To make sure we understood the customer’s vision and more importantly, for the customer to make sure we understood their vision, we had to portray everything through a visual medium. The chosen medium was a stylescape: collage of pre-existing media (e.g. fonts, images, graphics, colors) from different sources. The two directions we offered were pastel and earth and water.

The first one’s design was centered around pastel colors, as these convey a feeling of coziness and relaxation. On top, we added simple, feminine elements to paint the desired picture. The elements in this direction are sharp-cornered, more delimited and have an orderly place.

The second one, contains a more nature-oriented direction, with elements inspired by earth and water. These are less delimited from one another, having overlapping areas and more circular shapes.

The chosen direction was the second one.

LOGO

Having a clear picture of the general branding direction, we continued with designing the logo.

To go with it, the most fitting option for the logo was to incorporate a feminine face as the mark, following the earth and water direction. In order to also reflect the brand in the typography, we chose a beautiful, handwritten font.

The fight was fought between two options, after which we provided some slightly different versions for the one chosen. Out of these, the customer chose one version and one color that felt perfect for them.

First version of the logo
Second version of the logo
Different versions of the logo, with slight differences
Different colors for the logo

The fight was fought between two options, after which we provided some slightly different versions for the one chosen. Out of these, the customer chose one version and one color that felt perfect for them.

Winner

.

Logo Luxa Profesional

Style guide

Putting everything together from the previous steps, a short and concise style guide was created.

Final styleguide used

Stationary

An important part of the project consisted in designing and printing various stationery items, such as:

  • business card
  • informational card
  • invitations for the launch event
  • event agenda
  • vouchers
  • roll-up

Click on the images to see the full size.

Salon Photos

To help convey the salon’s look and what it offers, we arranged for a photo session during one of the treatments and combined that with descriptive photos of the salon itself.

Click on the images to see the full size.

Videos

From a marketing standpoint, a presentation video of the salon helps build trust with a possible customer.

For this, we created 2 different videos for the customer:

  • one to be used as a general presentation video of the salon itself, containing establishing shots (as seen on the right)
  • one depicting the journey a customer has when first arriving at the salon, throughout the pre-treatment discovery discussion, the treatment itself and the post-treatment discussion (video shown only at the launch event)
Unmute video for the full experience

For this, we created 2 different videos for the customer:

  • one to be used as a general presentation video of the salon itself, containing establishing shots (as seen above)
  • one depicting the journey a customer has when first arriving at the salon, throughout the pre-treatment discovery discussion, the treatment itself and the post-treatment discussion (video shown only at the launch event)

Event photos

The client decided to host a launch event for the salon. Here, the salon’s back-story was presented, together with what it offers and the advantages of becoming a client. 

We photographed the event, creating a beautiful collection of professional images.

Click on the images to see the full size.

Online presence

Besides the physical medium, in the form of stationery, the online medium had to be considered as well. We provided an e-mail signature, created a Linked-In page and developed a one-page website as a place for everything to reside in.

The client decided not to go with a more complex website at this stage, but leaving that option available for the future. However, to maintain a professional image in the online world and act as a quick information source for the potential clients, we developed a simple but complete presentation website that contains:

  • the presentation video
  • a selection of images from the treatment photoshoot
  • contact information
Screenshot of the landing page

Takeways

A WELL THOUGHT PLAN

One of the most important aspects for a successful project is to have a very well-thought-out plan. This becomes much more important when the project requires a great attention to details.

Time estimations

Never underestimate the time needed for a photo or video shoot. From setting up the lights and cameras, to rehearsals and shooting, the amount of time needed quickly adds up.

I’d like to thank you once more for everything. I’m convinced that you’ll get far and very well known. You are doing an amazing job and I advise you to never change your approach and your way of doing things with professionalism and seriousness, that very few service providers have.

Maria Bolborici - Founder Luxa Profesional