Beautystack Brand

As Art Director at Beautystack, I led a team to define and launch the brand visually - initially in late 2018, followed by an uplift in late 2019. Working with CEO Sharmadean Reid and Head of Brand Ellen Atlanta, we established the brand foundations and built a unique and beautiful brand identity that resonates with our core user group. We wanted Beautystack to be an industry leader in groundbreaking communication, creating content that remained ahead of the curve, empowered our users and set a benchmark for other brands.

Original campaign images
Photography - Romain Duquesne
Casting - The Digital Fairy
Makeup - Gina Blondell
Hair - Naz Sonmez

Close-up of a woman with natural curly hair, wearing gold hoop earrings and subtle makeup with a touch of orange eyeliner.
A woman with dark hair and brown eyes staring at the camera, touching her face with her right hand that has intricate white henna designs and multiple gold rings, posing against a neutral beige background.
Close-up of a woman with closed eyes, wearing yellow eyeshadow and mascara, smiling with relaxed facial expression.
Young woman with short, wavy pink and orange hair, wearing a black t-shirt with white text, against a light purple background.
Close-up of the back of a person's head with short hair dyed in vibrant rainbow colors, including red, pink, green, and blue.
A woman with long, wavy, pastel pink hair with streaks of purple and gold, smiling against a light purple background.
Close-up of a woman's face showing her eye, with blue mascara on her eyelashes and well-groomed eyebrows, and smooth, fair skin.
A young woman with colorful dreadlocks styled in a high bun, wearing purple eye makeup, braces, and a denim jacket, smiling.

Logos
Includes full logo in the signature gradient, app icon, logo mark and stamp.
Design - Rianna Osanwuta and The Digital Fairy

Flowchart illustrating types of autism spectrum disorders, including Asperger's syndrome, childhood autism, and atypical autism.
A pastel-colored app icon with a rounded square shape, featuring a white lowercase 'b' in the center, blending pink, purple, and blue gradient background.
Black background logo with a white circle and 10 in the center, encircled by the words "Beauty, Business, Self" repeated twice.
Black background with white text that reads 'btystk'.

Colour
These are our main brand colours. The blue references the colour of a hyperlink. The blue is used sparingly to avoid overly dark designs. This colour contrasts against our fun, beauty inspired sherbet tones, which when combined form the Beautystack gradient.

A color chart with six vertical columns showing different shades of blue, purple, pink, orange, and red, with their RGB and hexadecimal color codes and the word PANTONE along with the corresponding Pantone code.
Color palette swatches with RGB, CMYK, hex codes, and Pantone color details for five shades: peach, pink, light pink, lavender, and light blue.
Pattern of the letter 'b' in various colors and backgrounds.

Beautystack gradient
The Beautystack gradient transcends from blue to peach at a 50% angle, from bottom left to right. Only solid white text or logos are used over the gradient.

Smartphone displaying a pink gradient background with a white lowercase 'b' in the center, next to a color swatch with a gradient from blue to peach, showing color percentages for each: blue 0%, pink 50%, peach 100%, with color selection points.

Typography
We have a variety of fonts for different purposes
App: Karla and Canela for articles
Comms: Druk and Apercu

Druk XX Cond Super Web

Druk XX Cond Super Web

Druk Condensed

Druk Condensed

Druk Wide

Druk Wide

Apercu Medium

Apercu Medium

Karla

Karla

Canela Light

Canela Light

Brand Guidelines in use - in app, on social media and in mailers

Notification screen on a smartphone indicating additional extras with Eva Rosas on November 27, 2020, requiring payment to continue using Beautystack.
Instagram profile 'beautystack' with a collage of beauty and makeup-related images, including manicures, hair, nail art, skincare, and quotes.
A mobile phone screen showing an advertisement for a beauty salon, offering $10 off. The ad features a close-up photo of hands with acrylic nails, rings, and digital pink hearts. The text promotes booking nail services and mentions celebrity nail artist Izabelle.

Social media graphics

Black and white portrait of Audre Lorde wearing glasses with a quote attributed to her that reads, 'Caring for myself is not self indulgence. It is self preservation and that is an act of political warfare.' The quote and author's name are in blue te
Two young women with braided hair and earrings posing together against a pink background with purple border. The text 'Fly Friends' appears at the top, and 'Babe Beach' is partially visible at the bottom.
Collage of women in various poses, some taking selfies, some wearing fashionable outfits, with a blue color overlay.
A photo of Ariana Grande with pink overlay text saying "You like my hair? Gee thanks, just bought it". She is posing on the floor with a confident expression, wearing makeup and earrings.
Screenshot of a conversation with blue speech bubbles on a light blue background. The first bubble says, "I can do 10am, 2pm, or 4pm," and the second bubble responds, "Ok, let's do noon!".
Pink background with bold red text that says "YOU'RE DOING FINE" and smaller lowercase text "btysk" at the bottom.
A close-up portrait of a person with hands on their face, wearing bright makeup against a pink background.
Promotional image for skin doctor services featuring a close-up of a woman's face, with an inset black-and-white photo of another woman making a playful face, and text indicating skin doctor services available on beautystack.
A blue plastic bag with a handwritten note attached, containing a poem titled 'Friendship in Adulthood' by Hollie McNish.
Close-up of a person wearing a lime green ribbed top with layered gold necklaces, one with letters and others with pendants including a cross and a butterfly. The person's hands, with dark skin and nails painted with light pink polish and small red h
A collage of blue line art illustrations of women with various expressive poses and accessories, including a crying woman, a woman with a tattoo reading 'Angel,' a woman with an intense gaze, a woman with a ponytail holding a bow and arrow, and a sku
A woman with braided hair having her hair styled, with festive holiday text overlay that reads 'Very Merry Christmas from Beautystack X.
A clear glass filled with bright blue liquid, with metal dental or nail tools placed inside the glass. A green bottle and a partially visible package are also in the scene, with a blurred background.
A close-up of two women, one with dark skin and straight black hair, the other with light skin and red freckles, looking to the side.
Close-up of a woman with blonde hair wearing blue nail polish, gold hoop earrings, and multiple rings, posing with her hand on her face against a purple background.

Beautystack.com design features elements from our brand uplift, including a more sophisticated palette and and introduction of black.

Website homepage for Beautystack featuring images of diverse women, one with natural hair, another with colorful braids, and a close-up of a woman with braces, along with navigation options and a promotional message to grow a beauty business.
Mockup of a beauty professional sign-up webpage with a pink background, black navigation bar, and a photo of a beauty professional tending to a client.

Branding space using our signature colours
Design and signage - Rianna Osanwuta
Production and installation - Motive Productions

A modern indoor space with a round marble table at the front, decorated with a vase of flowers, and rows of orange benches behind it. There are large posters of women on the wall at the back, and a projection screen displaying people with the text 'beautystack'.
Display of two white T-shirts with graphics hung on a red pegboard, along with orange accessories, magazines, and decorative items, next to a mirror reflecting part of the display, all set against a concrete wall and a white wall.
Interior of a pink-themed salon or spa room with pink curtains, pink chair, white and pink seating, a glass table with a white lamp, a device on the table, and large windows with sunlight.