A Modern Indie Beauty Brand, Concepted from the Ground Up
Created a cohesive visual identity and digital-first brand system that’s playful, confident, and approachable.
Challenge & Context
Alison Lee Cosmetics is a concept project that explores what a modern indie beauty brand could look and feel like. The goal: create a cohesive visual identity, color palette, logo, and digital-first design system that communicates confidence, individuality, and approachability in a saturated market.
The indie beauty space is crowded, and breaking through requires clarity, personality, and emotional connection. The challenge was to build a brand that felt playful yet refined, bold yet approachable — a visual and strategic identity that could carry across digital touchpoints and packaging alike.
Role & Approach
I treated the project as a full brand concept, approaching it with strategic intention. Key considerations included:
Defining the brand voice and positioning within the indie beauty landscape
Designing a visual language that is confident, expressive, and versatile
Exploring digital-first presentation through templates, layouts, and mockups
The brand concept leaned on duality: soft + strong, feminine + assertive, aspirational + approachable. Every design choice aimed to reflect that balance.
The Output
A cohesive indie beauty brand concept that feels elevated, intentional, and ready to scale. The system communicates personality and confidence while maintaining simplicity and accessibility.
Clean, versatile visual identity
Templates and frameworks supporting repeatable content creation
Clear positioning within a competitive market
This project reminded me how much impact thoughtful design can have, even in a concept space. By defining personality, visual language, and strategic direction early, a brand can feel fully realized, not just in a logo or palette, but in how it tells its story. It reinforced my belief that strong design isn’t just decoration; it’s a foundation for identity, perception, and experience.