Brand Identity for By Valentina Otero

Overview By Valentina Otero is a luxury makeup brand based in Miami, specializing in editorial makeup, high-profile brides, and clients seeking impeccable, discreet, and highly personalized service. The goal of the project was to create a visual identity that captured the brand’s essence: quiet luxury, natural beauty, and absolute professionalism, transforming the name into a recognized and aspirational signature.

The Challenge Although Valentina already had a solid reputation, her visual identity did not reflect:

The level of luxury of her services

Her editorial and avant-garde aesthetic style

Her restrained, sophisticated, and artistic personality

The exclusivity that sets her apart from competitors in Miami

The brand needed a minimalist yet powerful identity capable of connecting with women with high aesthetic standards who seek uncompromising quality.

Research & Strategy The project began with in-depth research based on:

Her personal and professional questionnaire

Her story as an artist

Direct competitors in Miami

Her ideal audience (women with high purchasing power, international brides, public figures)

The strategic pillars defined were:

Silent luxury as the aesthetic direction

Real, flawless, and understated beauty

Personalized, signature service

Emotional experience: confidence, calm, and reassurance

This established the path to building an elegant, mature, and emotionally sophisticated brand.

Concept & Creative Direction The central concept was: "The signature of an artist who transforms with precision, luxury, and subtlety."

This concept guided all creative decisions:

Editorial and avant-garde aesthetic

Deep minimalism

High contrast between dark and neutral tones

Elegant, thin, artisanal typography

Clean composition and magazine-editorial style

Logo Suite We created a complete suite of logos based on Silk Serif Extra Light, a modern, fine, and timeless serif that conveys silent luxury and professionalism.

Primary Logo Includes:

Full name in uppercase

Profession

Establishment date

Tagline

A distinctive logo mark placed above a line, acting as a signature

The result is an authored, refined, and balanced logo.

Secondary Logo A compact version for vertical spaces, removing secondary information to ensure legibility without losing identity.

Submark Designed as a frame inspired by a vintage mirror, with the logo mark in the center. Functions as an iconic seal for:

Social media

Stickers

Favicons

Packaging

Logo Mark / Signature The most distinctive symbol of the brand, composed of:

A V in Silk Serif

A fluid O in Pinyon Script

Fused organically, evoking a handwritten signature.

Represents:

Authorship

Exquisiteness

Movement

Valentina’s artisanal approach

Color Palette Four tones were selected to combine luxury, contrast, and feminine sophistication:

Off-White — #EDEEEA: Light, order, and quiet neutrality

Soft Beige — #E1DDD4: Discreet warmth and timeless elegance

Wine — #49080E: Emotional strength, elegant passion, and luxury accents

Deep Noir — #23120E: Visual weight, maturity, and editorial presence

The palette balances soft and deep tones, creating the perfect contrast for an editorial aesthetic universe.

Typography Three typefaces form the hierarchy:

Silk Serif Extra Light — Headlines Elegant, thin, timeless, perfect for conveying silent luxury.

Spectral Light — Body Text Modern, light, legible, and professional, ideal for clear informational text.

Pinyon Script — Details The brand’s “signature.” Used in special accents like the “By,” it brings: Romance, movement, personality, and artisanal character

Photography Direction Inspired by contemporary fashion editorials:

Soft, precise lighting

Deep minimalism

High-end props

Focus on real skin, texture, and presence

Editorial + avant-garde aesthetic

Goal: capture the calm, confidence, and presence Valentina conveys to every client.

Silently luxurious

Effortlessly elegant

Artistic, precise, and restrained

Confident, warm, and professional

Intimate and deeply feminine

Outcome The new identity transformed the brand into a complete, coherent, and aspirational system. Achievements include:

A perception of luxury service aligned with her technical level

A solid and recognizable editorial aesthetic

A memorable and distinctive symbol (logo mark)

A visual direction that directly connects with women who pay for genuine quality

A brand capable of competing at the highest level in Miami

Today, By Valentina Otero is perceived as: silent luxury, impeccable precision, and deeply intentional beauty.

*This project was made in partnership with House of Blossame