Overview
The goal of this project was to create a brand identity for a service-based beauty and personal care brand. Nia is a rising nail artist known for bold, unconventional designs. She aims to build her brand as a trendsetter in the nail industry, showcasing her vibrant, edgy style. With plans to launch a nail polish line, she needed a distinctive brand identity for social media, merchandise, and packaging.
When crafting the brand identity for NAILED IT by Nia, my goal was to encapsulate the same bold, rebellious energy that defines Nia’s nail artistry. Every element—color, typography, and illustration—was designed to make an immediate impact while staying true to her urban-meets-pop-art aesthetic.
The Color Palette
Nia gravitates towards bold, neon tones, so I developed a palette that balanced electric pink and yellow with a deep blue for contrast. The result? A color story that’s vibrant yet versatile, ensuring that the brand stands out without overwhelming the eye.
Concept & Direction
From the brief, I envisioned a high-energy brand that could seamlessly translate across social media, merchandise, and product packaging. To achieve this, I curated a vibrant mood board that captured the neon-infused, edgy vibe Nia wanted. I pulled inspiration from 80s and 90s street art, pop culture images, and graffiti, all of which reflect her artistic personality.
Typography & Logo Design
The fluid, dripping effect in the logo is a direct nod to nail polish drips, creating a visual link between the brand and its industry. This effect is mirrored in the brand pattern, reinforcing movement and creativity. The typography leans into a playful, graffiti-inspired aesthetic, making it feel custom and authentic—just like Nia’s nail designs.
Logo
MAin Typeface
Secondary Typeface
Final Thoughts
Every design choice was made with intentionality—from the high-contrast colors to the street-art influence and pop-art edge. The result is a brand identity that doesn’t just reflect Nia’s work but amplifies it, positioning her as a bold, unapologetic force in the beauty industry.
Illustrations & Brand Elements
To complement the logo, I incorporated hand-drawn illustrations that capture the essence of self-expression and individuality—key pillars of Nia’s brand. From expressive hand gestures to nail polish tools, these elements add a personal, art-driven touch that aligns with her edgy, trendsetting personality.
