About The Project
BGM Science of Beauty & Business is a leading online and in-person beauty school in the Dallas-Fort Worth area. BGM is a small business owned, operated, and instructed by Angela, a beauty entrepreneur dedicated to the craft who hopes to help others learn both beauty and business in order to pass state exams and establish their own successful business. Angela is very engaged in social media but would benefit from a unified approach with a cohesive brand identity using the same color scheme, and fonts.
For this project, I improved their brand identity and overall professionalism by creating the foundations of a visual identity guide to be used effectively through all of their marketing channels. The VIS was created using Adobe InDesign and the logo was animated in Adobe After Effects.
Design Process
The approach to this process was not to rebrand - it was important to keep the logo the same. Instead, I needed to identify and utilize any established branding currently in use. Although the logo was recreated as a vector file in Adobe Illustrator, the entire design remains the same as the original. Additionally, their logo was expanded to include both a lettermark and "atom" logo for versatility of use.
There are many beauty schools offered in the Dallas area alone with various color schemes and styles. Since the beauty industry is primarily marketed toward women, I expected to see more feminine colors and designs. Instead, nearly all competition in the area marketed to everyone. The design for the VIS is "modern" and "colorful," backing away from the notebook paper backgrounds and grade school-related graphics used in their social media and the pink and overly-feminine approach of the beauty market. Negative space is important to showcase their primary colors. Images used were real class photos collected from their social media accounts. This VIS can easily have more content added for a complete guide.
