The core objective of this project was a visual identity that truly embodies the expertise and the delicate touch inherent in the services offered by RENATA MACHADO BEAUTY. As an entrepreneur specializing in aesthetic procedures such as lash lifting, brow lamination and micropigmentation, her brand required a look that communicated professionalism while subtly incorporating a sense of femininity and sophistication. To achieve this, I harmonized distinct typographic elements with a selected color palette, ensuring that every detail struck a perfect balance between refined elegance and gentle softness.
Renata Machado Beauty
40+: THE BEGINNING OF A NEW STORY
The life of Renata Machado, for more than 25 years, was around the marketing of a well-known language school. However, the arrival of the COVID-19 pandemic brought with it a significant salary reduction. This was a major blow, yet it unexpectedly opened the door to a surprising new chapter. Her first step was modest but strategic: she began using a room in her dermatologist sister’s office for one afternoon a week. What started as a temporary solution quickly blossomed. After leaving her corporate position, the dedication and professionalism that Renata had always demonstrated in her previous career were seamlessly transferred to her new venture. Her quality work spread rapidly and the demand grew exponentially.
PALETA DE CORES
The color palette was inspired by the search for beauty with a natural and welcoming touch. Each tone was chosen with the intention of visually translating the values of the brand:
. The pink brings femininity and delicacy, reinforced by the transparency of the flower in watercolor, which refers to the smoothness of the procedures.
. For the brand name, I chose a dark gray. This neutral color brings elegance and a contemporary air, as a professional base for the logo.
. Light turquoise comes in as a secondary but essential color. This color brings the idea of well-being, reinforcing the concept that the treatments offered value beauty in a harmonious way.
TYPOGRAPHY
For the logo, I chose a typography with serif, but with modern and clean strokes. This source shows exactly what I wanted to communicate: professionalism and trust, fundamental attributes for those who act with aesthetics. The high box source helps to strengthen the presence and authority of the professional.
The word BEAUTY was worked with a handwriting font, which brings lightness and elegance. It adds to the brand a dose of femininity and sensitivity, connecting directly with the universe of beauty and care.
This contrast between the two typographies creates a visual balance that I consider essential: the brand communicates, at the same time, technique and delicacy.
The result is a visual identity that clearly translates the values of RENATA MACHADO BEAUTY: professionalism, precision, delicacy and the appreciation of natural beauty. The combination of typography and colors allowed to create a brand aligned to the target audience, with an elegant and perfectly positioned presence in the aesthetics market.
Today, Renata has her own office, which reflects all her success and her ability to reinvent herself. Their schedules are very crowded, a living testimony that, even in the face of the greatest adversity, it is possible to rebuild, prosper and find a new purpose.
CLIENT/YEAR:
Renata Machado, 2021
PROJECT:
Visual identity creation
LOCATION:
Rio de Janeiro | Brazil