Brand identity · Creative direction · RetailLuma Skin Studio2026

Luma Skin Studio

“Brand identity and visual system for a modern skin studio — a clean, warm, confident look designed to travel across storefront, packaging, digital and social.”

Client

Luma Skin Studio

Year

2026

Discipline

Brand identity · Creative direction · Retail

Best for

Consumer Brand + CPG Leadership, Creative + Brand Leadership

Skills appliedbrand + positioning strategy creative direction art direction + design leadership visual identity + design systems packaging + retail + pos environmental + event graphics

The short version

Thirty-second read

The mandate: Luma is an independent skin studio competing for attention against national spa chains with full brand systems, agency retainers and media budgets.
The insight: Defined the brand voice and visual system: soft neutrals, generous typography, considered detail
My role + craft: Brand identity, Creative direction, Retail · for Luma Skin Studio · 2026. Concept, direction and hands-on execution.
The result: A complete brand system covering storefront, packaging, digital and social, ready for launch

AI + workflow

The craft on this project is traditional: strategy, writing, art direction and production, finished by hand. Where AI carries real weight in my practice is the work around the work - interrogating briefs, drafting and stress-testing copy, exploring visual directions before committing budget, and automating the mechanical middle. The judgment, voice and final calls here are all mine. I break the whole system down on the How I use AI page.

Where AI fits in work like this

Brief interrogation and audience researchConcept ideation and creative explorationCopy drafting, variants and pressure-testingImage generation and visual directionTemplating and reusable systemsAutomating repetitive production workPrototyping in codeProject tracking, status and documentationQA, metadata and asset passes

AI tools

ChatGPT Midjourney Microsoft Copilot Lovable Claude

Craft and production

Adobe Creative Cloud

Curious how the whole system works? How I use AI to improve efficiency, creativity and momentum, or see the full toolset.

01Brief

Luma is an independent skin studio competing for attention against national spa chains with full brand systems, agency retainers and media budgets. Independents in this category win on trust and referral, and lose when their look reads cheaper than their service. Luma needed an identity that felt premium and personal at the same time, and one the owner could extend herself across storefront, packaging, digital and social without a designer on call.

02Approach

01Defined the brand voice and visual system: soft neutrals, generous typography, considered detail
02Designed the identity to work as small as a bottle label and as large as a wall
03Applied the system across signage, packaging, social templates and digital

03Outcomes

A complete brand system covering storefront, packaging, digital and social, ready for launch
Positioning that lets an independent studio read as premium next to national chains
A visual system the studio team can extend on their own without breaking it, removing ongoing design cost
Brand foundations sized for growth into additional services and locations

Selected imagery

Click to enlarge · 9 pieces

Credits

Concept, art direction & execution - Shawn Van Daele for Luma Skin Studio, 2026.

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