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Lumiere Skincare Branding

Lumiere Skincare is a fictional skincare brand I created as part of my capstone project. The goal was to build a complete brand from scratch, developing everything from the marketing strategy and company identity to the visual assets and promotional materials. This project allowed me to take on the role of a creative director—crafting a brand that aligned with my vision of clean beauty, eco-conscious values, and elegant design. Lumière served as a platform to showcase my skills in branding, layout design, web mockups, advertising, and print collateral.

Project Scope:

The client required a complete basic branding kit, which included:

  • Logo design
  • Website mockup
  • Magazine spread (editorial feature)
  • Email newsletter design
  • Instagram ad for product promotion
  • Various print marketing materials

Process Breakdown:

1. Foundation & Marketing Strategy

The first step in the process was to develop a clear marketing strategy and define the foundation of the brand. I began by outlining the company’s mission, values, target audience, and tone of voice. From there, I created a cohesive visual identity that aligned with the brand’s purpose and appeal.

I selected a natural color palette of earthy green, muted blue, and soft brown to reflect the organic and calming nature of the products. These colors work harmoniously to convey a sense of trust, serenity, and eco-awareness—key elements of a clean skincare brand. The branding was carried throughout all materials, ensuring visual consistency.

The website was designed with usability in mind—simple navigation, calming visuals, and clearly labeled categories to guide users through skincare lines, ingredients, and purchase options.

Some of the clear marketing strategy was:

  • Defining the target audience: women aged 18–35, skincare-conscious, value high-quality ingredients and clean aesthetics.
  • Establishing the brand personality: clean, elegant, and trustworthy.
  • Outlining the brand mission: to illuminate natural beauty with scientifically backed skincare solutions.

2. Logo Design & Visual Identity

With the brand’s strategy in place, the next step was creating a minimal yet elegant logo that reflected the skincare brand’s luxury and purity.

  • The logo used soft, muted tones and serif typography to convey sophistication.
  • A complementary color palette and type system were established to guide the rest of the brand visuals.

3. Website Layout

A clean and modern website homepage was designed, showcasing:

  • Hero imagery featuring featured skincare products
  • Sections for brand story, bestsellers, and testimonials
  • A user-friendly layout optimized for mobile and desktop

What I Learned

As a capstone project, Lumiere Skincare allowed me to apply a wide range of design skills in a real-world scenario. It taught me the value of time management, especially when balancing multiple deliverables across digital and print formats. I also gained a deeper understanding of brand strategy—how a strong, intentional foundation can guide every visual and marketing decision. From concept to execution, this project reinforced how powerful thoughtful design can be when it’s driven by purpose.