Moonflower
This project encompassed the creation of a distinct brand identity for Moonflower, an inclusive salon. Rooted in accessibility and gender-neutral care, the brand weaves together botanical serenity with delicate, modern artistry.
YEAR
2025
ROLE
CREATIVE DIRECTOR
SERVICES
BRAND DESIGN / PRODUCT DESIGN / BRAND STRATEGY / VISUAL IDENTITY SYSTEM / TYPOGRAPHY / PRINT DESIGN / DIGITAL MARKETING
About the project
The brand dismantles traditional salon visual tropes in favor of a gender-neutral, botanical-lunar aesthetic. I achieved this by using soft, serif typeface with subtly expanded letter spacing, and the darker nature-inspired color palette with highlights only used only for actionable UI elements (buttons, icons). A secondary pattern system layers abstract, semi-transparent icon silhouettes throughout the product design and site, visible enough to suggest nature and subtle enough to never distract from information.
Moonflower
OVERVIEW
This project encompassed the creation of a distinct brand identity for Moonflower, an inclusive salon. Rooted in accessibility and gender-neutral care, the brand weaves together botanical serenity with delicate, modern artistry.
YEAR
2025
ROLE
CREATIVE DIRECTOR
SERVICES
BRAND DESIGN / PRODUCT DESIGN / BRAND STRATEGY / VISUAL IDENTITY SYSTEM / TYPOGRAPHY / PRINT DESIGN / DIGITAL MARKETING
About the project
The brand dismantles traditional salon visual tropes in favor of a gender-neutral, botanical-lunar aesthetic. I achieved this by using soft, serif typeface with subtly expanded letter spacing, and the darker nature-inspired color palette with highlights only used only for actionable UI elements (buttons, icons). A secondary pattern system layers abstract, semi-transparent icon silhouettes throughout the product design and site, visible enough to suggest nature and subtle enough to never distract from information.
Moonflower
OVERVIEW
This project encompassed the creation of a distinct brand identity for Moonflower, an inclusive salon. Rooted in accessibility and gender-neutral care, the brand weaves together botanical serenity with delicate, modern artistry.
YEAR
2025
ROLE
CREATIVE DIRECTOR
SERVICES
BRAND DESIGN / PRODUCT DESIGN / BRAND STRATEGY / VISUAL IDENTITY SYSTEM / TYPOGRAPHY / PRINT DESIGN / DIGITAL MARKETING
About the project
The brand dismantles traditional salon visual tropes in favor of a gender-neutral, botanical-lunar aesthetic. I achieved this by using soft, serif typeface with subtly expanded letter spacing, and the darker nature-inspired color palette with highlights only used only for actionable UI elements (buttons, icons). A secondary pattern system layers abstract, semi-transparent icon silhouettes throughout the product design and site, visible enough to suggest nature and subtle enough to never distract from information.