Brand Expansion for Joelle's Bosom

Client: Joelle’s Bosom — Nail Artist & Educator

Service Tier: ✦ Cosmic Direction

Studio Lead: Aliana (Pluto’s Ego)

Joelle’s Bosom came to Pluto’s Ego for Cosmic Direction — a service built for creatives with a vision but no clear container. She needed a brand world that could stretch: one that honors the intimacy of her nail work while planting seeds for future education, product drops, and visual storytelling.

This wasn’t about a rebrand — it was about expansion.

Build a visual and emotional direction for her evolving brand

Translate Joelle’s intuitive, care-filled nail process into a creative system

Develop concepts she can use for content, campaign storytelling, and community building

Move her from “nail artist” to creative brand with influence and voice

1. The Heirloom Drop Concept → A recurring concept and styling world for spotlighting one-off sets → Inspired by slow creation, memory, and warmth — “painted heirlooms” → Shot direction, color language, voice, and visual references included

2. Bosom Blueprints Series → A branded content framework for sketch-based storytelling → Post structure, handwriting overlays, and visual layout notes → Designed to deepen her feed and give more “mind behind the art”

3. Visual World + Brand Voice Guide → Key textures: woodgrain, linen, chipped ceramics, golden-hour light → Emotional tone: warm, grounded, generational softness → Language cues for captions, drops, and brand moments

Voice & vibe: “nurturing, creatively free, growth-centered”

Audience: other artists, Black femmes, soft leaders

Desire: to feel confident showing up online, expand into teaching & brand-led projects

Anchored the brand in the idea of ritual & storytelling

Positioned nails as a visual medium and a personal practice

Framed Joelle as a visual educator: thoughtful, intuitive, and art-forward

Built a full concept deck for “Heirloom Drop” + blueprint series

Styled example slide mockups with handwritten overlays + sketch breakdowns

Gave language, tone, and next steps she can carry into content and product creation

Joelle walked away with:

A conceptual foundation to deepen her brand voice online

A clear campaign language she can reuse across multiple sets and launches

Tools to move from client-based service into community-facing creative education

A fully visual and strategic system rooted in who she already is — just magnified

“I finally feel like I have something to build on. This gave me clarity, language, and creative energy. It feels like a mirror — not just direction.” — Joelle, Joelle’s Bosom