the mb project
full branding kit for medical aesthetics startup
Services covered: Manicures, pedicures, basic facials, and full body massage, positioned as mobile, affordable self-care delivered directly to clients in Hamilton.
Strategic deliverables: Mission and vision statements, brand focus, USP, and a full 4Ps marketing mix to guide business direction and messaging.
Brand voice deliverables: Brand personality (short and in-depth), brand characteristics, and brand impression statements defining a warm, feminine, empowering tone.
Visual identity deliverables: A two-version logo system (blush pink and warm charcoal) with MB monogram, heart/swirl accent, tagline, plus a defined colour palette and typography pairing (Cormorant Garamond and Raleway).
Design decision: Photography direction chosen to feel soft, clean, and natural — favoring neutral tones and gentle lighting to position the brand as "calm eauty studio" rather than "loud salon."
Over the course of this project, a complete brand identity was developed for M.B. Aesthetics, a mobile beauty business founded by Mahaila Bartley in Hamilton, Ontario. The foundation began with strategic groundwork, including a mission and vision statement, brand focus, unique selling proposition, and a full marketing mix covering product, price, place, and promotion. From there, the brand's personality was defined through detailed characteristics and impression statements, establishing a warm, feminine, empowering, and trustworthy tone that runs through every touchpoint. This strategic core informed the visual identity, starting with a refined logo system featuring a bold "MB" monogram, heart and swirl accent, and the tagline "Your beauty. Your terms," available in both blush pink and warm charcoal versions. A cohesive colour palette of blush pink, soft cream, champagne gold, and warm charcoal was paired with a typography system built around Cormorant Garamond as the primary typeface and Raleway as the secondary, ensuring consistency across logos, headings, and body text. Finally, a photography style direction was created to guide future content, emphasizing soft lighting, neutral tones, and an approachable yet elevated aesthetic. Together, these elements were compiled into a polished, presentation-ready brand kit that gives M.B. Aesthetics a clear, professional identity to guide all future marketing, social media, and client-facing materials.
