Lumé Skin Studio
The brand that lives on her wall.
Esthetician Branding · Illustrated Brand Mark · Service Menu Design
The Brief
Sofia Marini had built something rare.
Three years in. Fully booked. A waitlist growing entirely through word of mouth — because her results spoke before she ever did.
Her signature treatment — a 90-minute barrier repair facial — was producing the kind of skin that clients photographed, talked about, and referred their closest friends for.
But her brand looked like she'd started yesterday.
A Canva logo. An inconsistent Instagram. A service menu that listed treatments alphabetically next to prices — designed to be compared, not experienced.
She was charging $185 for a treatment worth $275.
And every time she tried to raise her price, she hesitated.
Because her brand didn't support the number yet.
The Challenge
The gap between Sofia's work and her brand was costing her — not in clients, but in confidence.
She was fully booked at the wrong price point. And no amount of results or referrals was going to close that gap until her brand caught up with her expertise.
Three things needed to change:
✦ A visual identity with genuine authority
Not a refresh. A complete rebuild — from a brand system that looked like it belonged in an editorial feature on the best facialists in Nashville.
✦ A service menu built around conversion
Not a price list. A strategic experience that led every reader toward The Lumé Ritual — her highest-value treatment — without a single moment of comparison shopping.
✦ A brand mark that was genuinely unforgettable
The kind of visual identity element that clients don't just notice — they photograph it, frame it in their minds, and talk about it before they've even had their treatment.