Laurie Falcón, a licensed clinical aesthetician, approached me with the task of rebranding her small but growing business. Linking her name with the business was important since she already had a strong client base who trusted and respected her. We dropped the “LB” from the original name and created a sophisticated identity that reflects her extensive knowledge of skincare and clinical treatments. The new color palette expresses a warm and friendly feel instead of the previous starkness of black and white.