Icon Aesthetics had the results. Now it has the first impression to match.
Brand Identity + Strategy // Esthetician Studio // Arizona
A brand as polished as the glow her clients walk out with.
- Client: Trista McClane, Icon Aesthetics
- Industry: Medical aesthetics: injectables, laser, and skin treatments
- Location: Arizona
- Services: Brand strategy, creative direction, logo suite, color and type system, brand style guide, social and print templates
- Returning client: Second project together
At a glance:
— Trista McClane, before we started
"I feel like the vibe of my studio space doesn't remotely match what my mind wants my branding to look like."
Trista built Icon Aesthetics in Arizona and works as an advanced nurse injector and laser specialist.
Her clients rebook every few weeks like clockwork. Most new faces come from referrals. What clients come back for is how she listens.
Every treatment starts with a consult, and every plan gets built together, so the goal is always the same: look like yourself on your best day, not like you "had work done." That's the heart of her tagline, Enhancing your natural beauty, and her promise of tailored treatments with natural results.
And she already knew me. Her first project with me had earned enough trust that when it came time to elevate the whole studio, there wasn't a question of who to call.
Meet Trista
Her visuals were everywhere compared to the actual experience of going to her studio. She was using 15 fonts at once and were not consistent. And what she did use was whatever Canva template she found she liked. And they didn't give the kind of first impression that says this is going to be worth it before a client ever sits down.
She was struggling because she lacked the strategy behind what she was drawn to for her brand identity. And because designing a brand was never supposed to be on her duties running a small business!
Here's where she realized her brand wasn't keeping up.
Each custom piece was designed to do one specific thing for the woman walking into her studio.
She was delivered everything she needs, all in one place.
LOGO VARIATIONS:
Keep her recognizable everywhere, from a tiny Instagram profile circle to the front of her studio door, without squishing the main logo into spaces it was never meant to fit.
PRIMARY LOGO:
Polished, classic, and expensive-feeling without shouting. It's the first promise her clients see before they ever book.
Luxurious, refined, sophisticated, editorial
COLOR PALETTE: Ivory feels clean and trustworthy, the way a medical studio should. Champagne adds the glow. Espresso Noir brings the old Hollywood drama. Together they say "real medical expertise, wrapped in glamour."
EMBOSSED TAGLINE: "Enhancing your natural beauty" puts her whole philosophy right in someone's hand. Pressing it into the card makes it something you feel, not just read, the same way her work is subtle but noticed.
INSTAGRAM POST + STORY TEMPLATES: Every post looks like it came from the same studio, even on her busiest days. She never has to start from a blank screen between appointments.
BRAND STYLE GUIDE:
Her rulebook. Anyone she hands the brand to, whether that's a printer, an assistant, or a future web designer, can get it right without her having to explain a thing.
Honestly? The font pairing.
I matched a retro display font with an elegant serif, and those two together hold the whole personality of the brand.
The retro font brings the old Hollywood glamour.
The serif keeps it refined and trustworthy.
On its own, one would read too playful and the other too buttoned-up.
Together? Timeless with a little wink.
What I loved most:
Kelbey is not only creative, she's a designing pro and amazing at what she does. I knew having Kelbey do my rebranding was not only going to make my life easier, she was going to create the exact look I was going for. Kelbey's questionnaires help pull things out of you to allow her to be a design genius. This is my second time having Kelbey design a logo/brand for me and both times, she nailed it!
"I knew having Kelbey do my rebranding was not only going to make my life easier, she was going to create the exact look I was going for."
Trista McClane, Icon Aesthetics
