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Every brand starts with a correct creative direction.
We started with a minimal, nature- and science-inspired creative direction, pulling references from skincare formulations, clean beauty aesthetics, organic textures, and clinical design. This helped set the foundation for a modern beauty brand that blends makeup and skincare into one cohesive experience.
From there, the brand evolved into a bold, black-and-white visual identity, clean, confident, and highly intentional. The final system feels elevated and modern, while still reflecting the brand’s focus on transparency, function, and simplicity.
If you’re a beauty founder or product-based business owner ready to build a brand with clarity and purpose, my DMs are always open
So cool, Lily!
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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A nameless product with paying clients but zero brand presence.
How do you take that public?
Before:
→ White-label tech with no positioning.
→ Couldn't pitch publicly or attract new clients.
After:
→ A complete brand identity that positions Dalia as local experts in supporting banks and retailers manage payment systems by tracking the full transaction cycle.
→ Now they can present at conferences and local fairs, close deals with brand materials, and attend Mobile World Congress with their product.
My job was to make smart tech visible and approachable.
Building from zero vs. rebranding: which do you think is actually harder?
Full case study here: https://contra.com/p/rsmMc2XQ-brand-identity-for-dalia-monitoring?referralExperimentNid=DEFAULT_REFERRAL_PROGRAM&referrerUsername=hayley_iyn0id1d
🔊 Turn the sound on for the full experience.
Meet the “I Didn’t Change. I Revealed.” template.
A template made for glam, fashion and glow-up videos or even to present your brand like it’s taking over the world. Strong rhythm. Bold transitions. Movement. Energy.
In the first version, it’s a confident woman living her best era. Friends, travel, business, love. In the second version, the same structure transforms into an iconic beauty brand: VELORA.
Sold-out drops. Lines outside the store. Packed flagship. Global campaigns.
Same template. Two contexts. One message.
Your best version was always there. ✨
One month after launching my new portfolio, I’m redesigning it. Here’s why.
I published a site I was proud of (1st photo). It was visually striking and leaned into my graphic design roots. I followed good practices, but after reviewing the analytics, the numbers proved my approach wrong.
It was a tough pill to swallow, but it reminded me: evolution happens when your brain does the work, not your ego. My design was loud, fighting for attention instead of showcasing the work. So I started over.
I pivoted to a simpler interface (2nd photo). I stripped heavy graphics, shifted to lighter tones, and focused on UI/UX. The goal was a clear structure, letting my projects speak for themselves.
I’m putting the finishing touches on this minimal version.
Design is an infinite process. We test, we learn, we drop our egos, and we iterate.
Love this mindset.
That transition from “visually proud” → “performance-aware” is where real product thinking begins. Analytics often tell a very different story than aesthetics.
Curious what patterns stood out most.
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