Art Direction, Branding, Visual Identity
Creative Director: John Lorelli
Copy: Laurie James, Maggie Dodson
Digital Design: Sharon Taylor

Branding identity for Hugel Aesthetics, a joint venture between South Korea’s Hugel, Inc. and Austria’s Croma-Pharma GmbH. For the launch of Hugel Aesthetics in the US, Canada, Australia and New Zealand, the brief was to re-envision the brand in a beauty-forward lens, while still staying true to its identity as a medical aesthetics company.

The result is an elevated, minimal approach that bridges the gap between medical aesthetics and beauty. Slight nods to Hugel, Inc. (and its heritage as the top-selling filler brand in South Korea) is seen in the continuation of the cyan (from its parent company), and in the iconography.

Clean, transparent imagery featuring vials and glassware convey clinical precision and credibility. Model photography is candid but filled with smiles, imbuing a sense of joyful confidence and empowerment that can be attained through use of their products. Cooler cyan and aqua blue tones create a juxtaposition for model photography, allowing the warmth of skin and skin tones to come forward.


Art Direction, Branding & Identity, Design
Design Director: Gina Grimm
Copy: Victoria Veilleux, Stacy B. Masand

A clean celebrity skincare brand originally slated to launch in the summer of 2020. Due to unforeseen circumstances during the pandemic, it was delayed. Recently launched in October 2021, it was renamed to Kind Science and re-branded to align with updated business goals. 

Prior positioning focused on its founder and ingredients (which were originally new to market in 2020), with a playful, pop-y look and feel. In an effort to elevate the look and feel for 2021, the updated vis ID was envisioned instead with lush, verdant botanicals — leaning into its plant-foward, benefit-driven story — while still maintaining a light, airy and joyful feel.
Due to budget constraints, previously shot model photography from 2020 had to be integrated to able to live alongside the new vis ID and product photography.


Overall Brand Look and Feel

Brand Style and Typography Guide
Brand guide with logo and typography rules.


A clean, minimal website that served to highlight the principal photography. Lush botanicals and hero products, as well as an aspirational brand video of its founders, were intended to anchor (and stand out from) the rest of the website. Minimal accent colors lent themselves to the clean yet joyful feel.


Product Display Page 



Art Direction, Branding, Design
Copy: Stacy B. Masand, Claire Coghlan

Initial logo, mood and packaging concepts for a celebrity skincare line (currently in development). Brand name explorations were Illumina and Wild Lotus. *Work has been partially redacted to preserve confidentiality.

Illumina was chosen to communicate radiant skin and a youthful glow for a skincare line targeted toward the millenial generation. A visual play on “facets” and the idea of illumination — emerging from within skin — was carried through the logo design and mood explorations.


Art Direction, Branding, Design
Creative Direction: John Lorelli
Copy: Stacy B. Masand, Claire Coghlan

Initial logo, mood and packaging concepts for a celebrity skincare line (currently in development). Brand name explorations were Illumina (radiance and glow) and Wild Lotus. *Work has been partially redacted to preserve confidentiality. 

Drawing from the lotus origin story — a majestical flower that floats on the surface of the water, yet sprouts in mud from the bottom and in darkness, brand concepts communicate the idea of re-emergence with a quiet, confident stillness. Beauty and confidence springs forth from beneath with grace, vulnerability and courage, with deep roots and limitless potential from within one’s own skin.

Preliminary Logo and Packaging Concepts 


Art Direction, Branding, Design
Design Director: Gina Grimm
Copy: Stacy B. Masand, Claire Coghlan

Logo, mood and packaging for Body Firm, and its “collection” of bodycare brands. The task was two-fold — firstly to brand Body Firm, an umbrella brand that will house a portfolio of bodycare brands and secondly, to create a branding and packaging “system” for future bodycare brands slated for development under the umbrella (currently two). An additional requirement was to also consider an existing in-market brand called Crépe Erase, the first brand to be absorbed into the Body Firm portfolio. 

Body Firm_Branding and Mood 
Because the Body Firm demographic skewed toward older women 50+, the branding was envisioned to convey body-positivity and confidence. Visuals and branding are in black and white with muted pastel tones, to serve as a neutral slate in order to house the Body Firm brand family, all of which have their own distinct brand identities and palettes.


Overall Brand Look and Feel 

Spot Fade and “Ache Away”_Logo and Packaging System
Logos and packaging systems were explored for two new brands Spot Fade, targeting hyperpigmentation, and Ache Away (working name), for topical pain relief. Crépe Erase was strategically referenced as a visual standard upon which a branding system was built for Body Firm; this was intended to leverage current brand awareness of Crépe Erase amongst its existing customer base, to introduce the new brands. Brand icons echoed the “enclosed wireframe” feature found in the Crépe Erase icon. Color bars on packaging — each showing a unique brand color — would indicate the different brands, while still looking cohesive across the Body Firm portfolio.

Logo Explorations


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