Updating a Brand Identity for Athena Ellen


Updating a Brand Identity for Athena Ellen

Refreshing a local aesthetician's brand


Modernize the web and print presence of a small business.


Athena Ellen is a small, aesthetician owned spa in San Francisco’s charming Noe Valley neighborhood. Her previous website, content, and prices hadn’t been updated since 2012. A brand refresh was the perfect way to usher in these changes.



Designer for individual client


Spa customers were impressed with the modern identity and updated website. Customer traffic and interest in the shop has increased.



1 – Sketching and exploration

To create a shared understanding of the stylistic goals for the project, I created mood boards and gathered inspiration with my client. This process revealed three goals for the new aesthetic: light, modern, and geometric. I then created several exploratory sketches of different potential concepts to explore how these values would translate into a logotype.

Early sketching exploring geometric, thin stroke styles



2 – Logo concepts and refinement

After exploring a variety of stylistic directions, I then selected three options and created higher fidelity versions for my client. I then collected feedback and made three final revisions from which we chose the final mark.


First round of concepts

Second round of concepts after client feedback


3 – Typography styles


Typography style guidelines and final logotype



4 – Packaging and Labeling

We came up with a label system that would be flexible and affordable for her shop.

Here are several examples of the labeling system applied to various products (photography by me)—



5 – Print collateral and signage


Sign leading customers to the shop

Business Cards with the new identity

Collection of brand collateral

Services list in the shop


6 – Web presence


Old website that was in use before the re-brand

New website with new brand identity


7 – Email newsletter


Mailchimp email newsletter template

Mailchimp template announcing a new product