A full brand identity for a makeup artist — from strategy to screen.
Overview
HM Beauty is a wedding makeup artist based in Brantford, Ontario, run by Hope Marquez. Hope creates minimal, natural looks that let her clients' beauty shine on their most important day — empowering them to feel beautiful in their own skin. The goal was to build a brand that stood out in a saturated market while feeling approachable, personal, and elevated. With the creative direction locked in, I designed a full visual identity: a custom logo featuring a swoosh connecting the H and M letterforms to create elegance and movement, hand-drawn floral illustrations to bring a personal and feminine touch, a complete logo suite, social media posts, and a website — all working together as a cohesive system.
SKILLS
Brand Development
Typography & Colour Theory
Print & Digital Production
Web
Process & Research
The project began with a full brand strategy, which included defining HM Beauty's identity, purpose, target audience, and competitive landscape. Through a competitor analysis of other mobile makeup artists in the space, a clear gap emerged: many brands were either inconsistent, dated, or lacked personality. From there, I developed two distinct creative directions presented through a mood board — one leaning into a fun, modern, and colourful aesthetic, and another taking a more moody, vintage, and neutral approach.
Developing the brand
The second direction was chosen, anchored by a palette of deep kombu green, tea rose, old rose, and champagne pink applied on a 60-30-10 ratio. Jazmin Extra Light was selected as the display typeface for its elegant, feminine quality, paired with clean sans-serif body fonts to give the brand a modern edge.
Collateral
