Evertrue: Brand Identity & Website for a Modern Beauty Studio
Evertrue is a leading destination for natural, transformative, and restorative cosmetic tattooing in NYC and Chicago. Known for its precision, professionalism, and elevated beauty experiences, the studio needed a brand that matched its growing reputation and vision.
I was brought on to develop a refined, cohesive brand presence that communicates both luxury and approachability to a wider audience. The result is a full-spectrum branding solution that includes:
/ Brand Strategy
/ Tagline & Key Messaging
/ Creative Direction
/ Visual Identity
/ Editorial Art Direction & AI-Driven Imagery
/ UI/UX Design
/ Digital Marketing
From defining the brand’s voice to designing an intuitive digital experience, this project highlights a thoughtful blend of elegance and clarity—positioning Evertrue as a standout in the beauty and wellness space.
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I partnered with Evertrue’s co-founder to develop a comprehensive brand strategy that established a clear foundation for growth. Together, we defined the brand’s mission, vision, personality, essence, values, tagline, and key messaging. I also identified opportunities to expand the business, helping to clarify and establish two distinct service categories. This work not only strengthened the brand’s core identity but also created a clear path for evolving its offerings.
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I evolved the brand while preserving its elegance and equity. Inspired by gardens and nature, I introduced a bolder wordmark, a new brand symbol, and a richer color palette. I also created AI-generated editorial images highlighting treatments across diverse demographics to broaden appeal by gender and age. I refined the typography by thoughtfully pairing two fonts, creating a visual metaphor for transformation.
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I redesigned Evertrue’s website to simplify navigation and improve user experience, replacing a content-heavy structure with a clear, conversion-focused sitemap. The homepage highlights services and features strong calls to action to book a consultation or appointment. The streamlined layout and intuitive flow reinforced the brand’s elegance and led to a 30% increase in consultation conversions.