The story
I helped the lovely Morgan Fogler develop her brand identity. She had been a cosmotologist at a salon previously, and was branching off to do her own thing. She wanted a fresh logo to draw in new clients, as well as dazzle and encourage her existing clients to transfer from their previous salon to work with her exclusively.
When Mo approached me about developing her brand identity as she ventured out from her previous salon, I knew we had to create something special. As a cosmetologist launching her own business, she needed more than just a logo design – she needed a complete visual story that would both attract new clients and give her existing ones confidence in following her to her new venture.
The vibe provided by Mo: Modern, cozy, balanced between professional and personable. Keeping up with trends; finding sustainable options for services so clients don’t have to come in as often, only at their leisure; high quality products and services without completely breaking the budget
The magic of brand identity development is finding that perfect sweet spot between a client’s personality and their professional aspirations. Mo (as her clients know her) came to me with a crystal-clear vision: she wanted something modern and cozy, striking that delicate balance between professional expertise and approachable warmth. Her business philosophy was refreshingly client-focused – she believed in sustainable beauty solutions that didn’t trap clients into frequent visits, and offering premium services that didn’t require a premium budget.
During our logo design process, I drew inspiration from some unexpected places. Think high-end organic food packaging, vintage encyclopedia illustrations, and modern beauty brands. These elements helped shape a unique visual language that felt both timeless and contemporary. The color palette we developed centered around earthy tones, with bold pops of wine and emerald that added sophistication without overwhelming the overall design.
the finished look
One of my favorite aspects of brand identity work is creating versatile design systems that work across different contexts. For Morgan’s business, I developed a dual-logo approach: one design emphasizing typography for a clean, professional look perfect for business cards and client communications, and another more illustrative version that lets the iconography take center stage – ideal for social media, stickers, and larger format materials.
The iconography became a particular point of pride in this branding project. I curated a series of custom illustrations inspired by vintage botanical drawings, product instruction diagrams, and herbal sketches. These elements gave her brand a unique, artistic touch while maintaining its professional polish. We also developed complementary background patterns that could be used across various marketing materials to create a cohesive visual experience.
Through this comprehensive brand identity development, we created not just a logo, but a complete visual ecosystem that perfectly captures Morgan’s approach to beauty – professional, sustainable, and personally crafted for each client.
