In the evolving landscape of beauty and self-expression, "Moonflower Hair Artistry" redefines the salon experience as a sanctuary of inclusion and authenticity. This project encompasses the creation of a distinct brand identity for Moonflower. Rooted in accessibility and gender-neutral care, the brand weaves together botanical serenity with delicate, modern artistry, inviting all identities to bloom as they are.
YEAR
2025
ROLE
CREATIVE DIRECTOR
SERVICES
BRAND DESIGN / PRODUCT DESIGN / BRAND STRATEGY / VISUAL IDENTITY SYSTEM / TYPOGRAPHY / PRINT DESIGN / DIGITAL MARKETING
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 a 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, subtle enough to never distract from information.
In the evolving landscape of beauty and self-expression, "Moonflower Hair Artistry" redefines the salon experience as a sanctuary of inclusion and authenticity. This project encompasses the creation of a distinct brand identity for Moonflower. Rooted in accessibility and gender-neutral care, the brand weaves together botanical serenity with delicate, modern artistry, inviting all identities to bloom as they are.
YEAR
2025
ROLE
CREATIVE DIRECTOR
SERVICES
BRAND DESIGN / PRODUCT DESIGN / BRAND STRATEGY / VISUAL IDENTITY SYSTEM / TYPOGRAPHY / PRINT DESIGN / DIGITAL MARKETING
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 a 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, subtle enough to never distract from information.
In the evolving landscape of beauty and self-expression, "Moonflower Hair Artistry" redefines the salon experience as a sanctuary of inclusion and authenticity. This project encompasses the creation of a distinct brand identity for Moonflower. Rooted in accessibility and gender-neutral care, the brand weaves together botanical serenity with delicate, modern artistry, inviting all identities to bloom as they are.
YEAR
2025
ROLE
CREATIVE DIRECTOR
SERVICES
BRAND DESIGN / PRODUCT DESIGN / BRAND STRATEGY / VISUAL IDENTITY SYSTEM / TYPOGRAPHY / PRINT DESIGN / DIGITAL MARKETING
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 a 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, subtle enough to never distract from information.