Designing a cohesive, mobile-first brand identity and custom typography for a local beauty and styling finder app.

Role: Brand Identity Designer

Tools Used: Adobe Illustrator, Figma, Adobe Photoshop

Project Duration: 2 Weeks

Stylis is a platform designed to connect users with local beauty salons, hair stylists, and wellness professionals. The client needed a comprehensive brand identity, centered around a memorable app icon, that would feel native to both digital app stores and physical salon storefronts.

The main creative challenge was a common branding problem: combining two distinct concepts without creating a cluttered design. The client wanted the logo to represent:

Utility & Location (the ability to find nearby services).

Beauty & Styling (the core industry).

Additionally, because this is primarily a mobile application, the mark needed to remain highly legible when scaled down to small sizes on smartphone screens.

To avoid a busy design, I explored using negative space. By combining the contours of a traditional location pin with the organic curves of a female silhouette, I created a single, unified mark. The profile emerges naturally from the right side of the pin, keeping the overall silhouette clean and recognizable.

Rather than using an off-the-shelf typeface, I modified a clean, rounded sans-serif font for the brand name "stylis."

The lowercase letters keep the brand approachable.

I customized the lower terminal of the letter "y" with a smooth, sweeping curve that mirrors the organic lines found in the icon, tying the logotype and icon together.

To stand out in a crowded app market, I selected a color palette that balances premium sophistication with modern energy:

Deep Plum (Primary): Serves as a high-contrast base, replacing standard black with a warmer, richer tone.

Magenta/Peach Gradient: Adds a lively, modern highlight that suggests creativity and self-care.