The Skin Founder

The Project

The Skin Founder is a professional skin education platform created by Alexis for aestheticians and beauty professionals who want to deepen their skin knowledge, improve their consultations and build greater confidence in the advice they give.

I created a complete brand identity for The Skin Founder, developing the strategy, logo, colour palette, typography, supporting brand assets, social media direction and digital visual language.

The challenge was to create an identity that felt credible enough for professional education, while retaining the warmth and personality of a founder-led beauty brand. It needed to feel knowledgeable without becoming clinical, premium without feeling inaccessible, and contemporary without relying on the visual clichés often associated with the aesthetics industry.

The resulting brand is built around a simple positioning: professional skin education, with a personal approach.

Building a beauty brand around knowledge

Before developing the visual identity, we established what The Skin Founder needed to represent.

The brand sits at the intersection of skin, education and business, combining Alexis’s industry experience with practical learning that beauty professionals can apply to real client consultations.

Four core values emerged: Knowledge with Depth, Credibility, Curiosity and Generosity. The aim was not simply to provide more information, but to help professionals understand the context behind it and communicate that knowledge with confidence.

That thinking also shaped the brand’s tone of voice:

Expert, not elitist. Clear, not clinical. Confident, not corporate.

Developing a contemporary visual identity for the aesthetics industry

The visual direction evolved through a collaborative process of exploration and refinement.

Early stages considered a range of typography, wordmarks, monograms and visual approaches. As the project developed, Alexis responded most strongly to the cleaner, more minimal directions, so the identity was refined towards a modern sans-serif and editorial aesthetic.

This helped move the brand away from anything that felt overly decorative or traditionally “beauty”, giving it a more confident and contemporary presence.

A logo with something beneath the surface

The final logo gives SKIN a bold, expressive role, balanced by more restrained supporting typography.

A subtle bookmark shape is built into the logo, creating a visual link between skin and education. It represents information worth keeping, lessons worth returning to and knowledge that can be taken from a course and applied in practice.

That gave us the basis for an ownable graphic device that could expand throughout the wider identity.

“Worth bookmarking” creating an ownable brand device

The bookmark became one of the key supporting elements of The Skin Founder identity.

Conceptually, it represents knowledge worth keeping: an insight, lesson or piece of information that a beauty professional might want to return to.

Within educational materials, it can be used to highlight an important takeaway or piece of advice. Visually, it can also crop into layouts, mask photography or introduce a recognisable branded shape.

A skin-inspired colour palette

Rather than relying on a single nude or blush tone, I developed a broader skin-inspired colour palette ranging through deep brown, umber, terracotta, peach and oat, supported by a warm gradient

The intention was to create an inclusive palette that felt warm and relevant to the beauty and aesthetics industry.

Bringing the founder into the brand identity

Because The Skin Founder is closely connected to Alexis’s personal expertise, it was important that the identity didn’t feel anonymous.

Alongside the more structured visual system, I introduced a handwritten Alexis signature to add a human, personal layer to the brand.

“With Alexis” is intended for content where Alexis is personally teaching, guiding or appearing, while “By Alexis” acts more as a mark of authorship or endorsement.

Used selectively, the signature works almost like a personal seal of approval, creating a visual connection between the educational platform and the experience behind it.

Digital and Social media branding for beauty professionals

The brand also needed enough flexibility to support an ongoing mix of educational content, skin advice, consultation tips, course promotion and founder-led posts.

Rather than creating a rigid set of templates, I developed a visual toolkit.

Close-up skin photography provides texture and relevance. Large typography creates more campaign-led posts. The bookmark can identify useful information or important learning points, while the Alexis signature adds personality to selected founder content.

This flexibility was particularly important for a brand whose social presence needs to educate as well as promote.

The finished beauty and aesthetics brand identity

The Skin Founder identity developed through a process of exploration, feedback, refinement and application and the finished identity provides a visual foundation that can grow alongside the business.

It feels warm enough to belong naturally within the beauty and aesthetics industry, while its typography, layout and messaging give it the authority required of a professional education platform.

Most importantly, every element connects back to the purpose of the brand: making professional skin knowledge clearer, more useful and easier to put into practice.

The long-term vision is to create a trusted destination where skin professionals can learn, connect and grow, helping to raise the standard of knowledge and conversation within the industry.

Project scope

Brand strategy · Brand identity design · Logo design · Colour palette · Typography · Brand guidelines · Supporting brand assets · Art direction · Social media branding · Digital design direction · Website concept