CASE STUDY 1
Serenique Beauty & Spa
PROJECT
Serenique Beauty & Spa Branding
TYPE
Brand Identity
Design
ROLE
Graphic Designer
TOOLS
Adobe Illustrator, Photoshop, InDesign
Serenique Beauty & Spa is a wellness-focused brand offering beauty treatments in a calm, luxurious environment. The goal was to create a cohesive visual identity that reflects elegance, relaxation, and natural beauty
Primary Objective
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Build a premium and recognizable brand identity
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Communicate a sense of luxury, calmness, and femininity
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Ensure consistency across all brand touchpoints
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Create a system that works across digital and print applications
The brand needed to feel like a “sanctuary of relaxation”—not just another spa.
Challenges
Designing for a beauty & spa brand comes with specific challenges:
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Avoiding generic “spa-like” visuals (overused leaves, clichés)
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Balancing luxury vs. warmth (too luxury = cold, too soft = cheap)
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Creating a system that is both Elegant and Practical for real-world use
Additionally:
The brand needed to feel premium but still approachable
The identity had to work across: Social media, print materials & gigital platforms
Design Strategy
To meet my objectives and overcome challenges, I focused on 3 core pillars:
1. Emotional Branding
The brand was positioned around:
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Serenity
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Self-care
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Quiet luxury
Every visual decision supports this emotional tone.
2. Visual Consistency
System
Instead of just designing a logo, I built a complete identity system, including:
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Logo variations
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Color system
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Typography
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Imagery direction
3. Real-World
Application
The identity was designed to be:
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Scalable
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Flexible
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Easy to apply across multiple platforms
Process
1. Research & Direction
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Studied beauty & wellness brands
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Identified common visual clichés to avoid
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Defined brand personality: Elegant, calm, feminine, refined
2. Concept Development
Explored logo directions inspired by:
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Natural elements
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Soft curves
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Feminine forms
The final concept uses flowing, organic shapes to represent:
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Relaxation
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Natural beauty
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Renewal
3. Logo Design
The logo combines:
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A refined wordmark
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A graceful symbol inspired by natural forms
It visually communicates:
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Elegance
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Serenity
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Premium experience
4. Color System
A carefully curated palette was created:
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Serenity Burgundy → luxury & confidence
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Soft Blossom → warmth & calmness
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Deep Wine → depth & sophistication
This balance ensures the brand feels both:
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Premium
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Inviting
5. Typography
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Kenao Sans Serif → headlines (elegant & distinctive)
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Poppins → body text (clean & readable)
This pairing creates a balance between:
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Visual personality
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Usability
6. Imagery Direction
Defined a visual style focused on:
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Soft lighting
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Warm tones
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Clean compositions
Imagery emphasizes:
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Natural beauty
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Relaxation
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Premium spa experience
Final Outcome
The final result is a cohesive and scalable brand identity system, refined through multiple client revisions and feedback cycles, that:
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Clearly communicates luxury and tranquility
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Maintains consistency across all platforms
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Enhances the brand’s perceived value
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Creates a strong and recognizable visual presence
Key Learnings
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A strong brand is more than a logo—it’s a complete system
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Consistency is what builds trust and recognition
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Emotional design plays a major role in brand perception
Reflection
If I were to improve this project further:
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Expand into real-world mockups (packaging, storefront, social media)
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Test the brand across more digital touchpoints
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Develop a full marketing campaign concept
CASE STUDY 2
Taste 222
PROJECT
Taste 222 Menu Design
TYPE
Menu Design / Marketing Collateral
ROLE
Graphic Designer
TOOLS
Adobe Illustrator, Photoshop, InDesign
Taste 222 is a Chicago-based restaurant offering a modern American menu with a mix of comfort food and elevated dining options. The goal of this project was to design a visually compelling menu that enhances appetite appeal, improves readability, and reflects the restaurant’s premium yet approachable dining experience.
Primary Objective
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Create a visually engaging menu that highlights key dishes and increases customer interest
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Establish a premium yet inviting look aligned with the restaurant’s identity
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Improve menu readability and hierarchy for better customer experience
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Design a system that works across print and digital formats
The menu needed to feel high-end but still approachable, encouraging customers to explore more items and ultimately increase order value.
Challenges
Designing the Taste 222 menu presented several unique challenges:
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Balancing luxury aesthetics with readability (avoiding overly decorative layouts)
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Organizing a large amount of menu content without overwhelming the viewer
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Ensuring clear pricing structure and item hierarchy
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Aligning design decisions with both the Business Advisor (BA) and the client (restaurant owner) during live discussions
All revisions and decisions were made in real-time via Zoom, requiring fast iteration and adaptability.
Design Strategy
To meet the objectives and overcome challenges, I focused on 3 core pillars:
1. Appetite-Driven Design
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Emphasized food imagery to stimulate appetite
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Used contrast (dark background + gold accents) to highlight content
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Positioned visuals strategically to guide attention
2. Structured Menu
Hierarchy
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Grouped items into clear sections (Starters, Salads, Handhelds, etc.)
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Used typography and spacing to improve scanning
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Highlighted pricing for quick decision-making
3. Collaborative Iteration
Process
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Conducted live Zoom sessions with the Business Advisor and client
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The BA guided menu content and structure, ensuring business alignment
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I provided design direction and layout decisions
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Implemented real-time revisions for faster approval cycles
Process
1. Pre-Design & Planning
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Reviewed the restaurant’s menu content and structure
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Identified opportunities to improve hierarchy and visual appeal
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Prepared initial layout directions before client presentation
2. Concept Development
Explored design directions focused on:
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Premium dining feel
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Clean but elegant layout
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Strong contrast for readability
Developed a direction using:
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Dark background for sophistication
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Gold accents for a premium touch
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Clean spacing for clarity
3. Live Collaboration
(Zoom Sessions)
Conducted a live call via Zoom with:
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Business Advisor (BA)
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Restaurant Owner (Taste 222)
Workflow during the call:
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BA advised on menu content and structure
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Client provided feedback and preferences
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I adjusted layout, typography, and visual balance in real-time
4. Layout & Design
Execution
Designed a structured menu system including:
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Clear section divisions
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Consistent typography hierarchy
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Balanced image placement
Ensured:
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Easy readability
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Visual flow across pages
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Consistency throughout the menu
5. Refinement &
Finalization
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Applied revisions based on live feedback
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Fine-tuned spacing, alignment, and visual balance
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Ensured all elements were cohesive and production-ready
Final Outcome
The final result is a premium, visually engaging menu design that:
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Enhances appetite appeal through strong visuals
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Improves readability and customer navigation
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Maintains a consistent and professional layout
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Aligns with both business strategy and brand perception
The collaborative workflow resulted in a design that is both aesthetically strong and strategically effective
Key Learnings
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A strong menu design is not just visual—it directly impacts customer decisions and sales
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Hierarchy and spacing are critical in content-heavy designs
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Real-time collaboration (Zoom) can significantly accelerate the design process
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Balancing business goals and design principles leads to better outcomes
Reflection
If I were to improve this project further:
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Expand into real-world mockups (table menus, digital displays, social ads)
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Test different layout variations for customer behavior impact
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Develop a full brand system beyond the menu (signage, packaging, marketing materials)
CASE STUDY 3
Allan Domb Real Estate
PROJECT
Allan Domb Instagram Carousel Ad Design
TYPE
Social Media Ad / Marketing Design
ROLE
Graphic Designer
TOOLS
Adobe Illustrator, Photoshop
This project involved designing a high-converting Instagram carousel ad for a luxury real estate brand, focused on promoting premium properties and services in Philadelphia. The goal was to create a visually compelling, scroll-stopping experience that guides users through a clear narrative across multiple slides.
Primary Objective
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Create a scroll-stopping first slide
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Design a cohesive carousel flow that encourages users to swipe
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Communicate luxury positioning and trust
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Deliver a conversion-focused call-to-action (CTA)
Challenges
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Designing for fast-scrolling social media environments
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Maintaining consistency across multiple slides
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Structuring content into a clear storytelling sequence
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Working through a platform-based workflow (no live communication)
Design Strategy
To meet the objectives, I focused on 3 core pillars:
1. Scroll-Stopping Entry Point
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Strong hero image featuring a luxury interior
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Bold headline to immediately capture attention
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Clear CTA: “Swipe to find your perfect match”
2. Narrative-Based
Carousel Flow
Each slide was structured to guide the user step-by-step:
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Slide 1: Hook + CTA
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Slide 2: Credibility (40+ years experience)
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Slide 3: Lifestyle (premium neighborhoods)
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Slide 4–5: Services & value proposition
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Slide 6–7: Brand positioning & emotional appeal
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Slide 8: Final CTA (DM, website, call)
This creates a clear and conversion-focused user journey.
3. Premium Visual
Identity
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Deep navy + gold palette → luxury & trust
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Elegant typography → high-end positioning
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Clean layout → readability and clarity
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High-quality imagery → aspirational appeal
Process
1. Brief & Platform-Based
Request
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The client submitted the request through the process platform
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Included content, direction, and preferred format (1080 × 1440)
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Reviewed and structured the content flow
2. Initial Design Execution
Designed the full carousel with:
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Strong hierarchy
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Consistent branding
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Clear storytelling structure
3. Revision Cycle
(Platform Workflow)
All feedback and instructions were received via the platform.
Completed 2 revision rounds, including:
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Content adjustments
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Layout refinements
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Typography and spacing improvements
Typography and spacing improvements
4. Finalization & Delivery
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Refined all slides for consistency
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Optimized for Instagram
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Uploaded final output through the platform
Final Outcome
The final carousel ad delivers:
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A strong visual hook that captures attention
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A structured and engaging narrative flow
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A premium brand presentation aligned with luxury real estate
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A clear and effective call-to-action system
The result is a design that balances visual appeal and marketing effectiveness.
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Key Learnings
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Carousel ads are most effective when designed as a guided story
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Strong hierarchy improves user engagement and readability
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Clear communication is essential in platform-based workflows
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Consistency across slides strengthens brand perception
Reflection
If I were to improve this further:
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Test variations of the first slide for higher engagement
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Explore motion-based carousel designs
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Optimize layouts based on performance data
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Expand into a full campaign system (ads, landing pages, retargeting)