Case Study: Beauty JM

Brand Strategy | Logo Design  | Stationery | Website Design Refined. Knowledgeable. Luxurious. Trusted.

✦ Client Overview

Beauty JM is a luxury skincare consulting brand led by Natasha Brinkmann, a medical aesthetics specialist based in Edmonton. Formerly known as Beauty Junky Monkey, Natasha was ready to shed the playful identity in favour of something more elevated — a brand that reflected her deep knowledge, clinical background, and passion for supporting women through every stage of their skincare journey.

She approached our branding agency in Edmonton seeking a full transformation: a visual identity that was both elegant and approachable, paired with a website that felt luxurious but never overwhelming.

Before Rebrand

✦ The Challenge

The original branding, which featured a cartoon-style illustration, no longer aligned with Natasha’s direction or clientele. Her audience — predominantly women aged 38–58 — needed to feel understood, safe, and confident in the hands of a professional. The brand had to evolve to match the sophistication of her services while still keeping a warm, human touch.

The goal was to reposition Beauty JM as a high-end skincare consulting business and create consistency across digital and print.

✦ The Solution

We began with an in-depth brand strategy session to clarify her positioning, audience, and values. From there, we built a full identity system designed to reflect clinical expertise and compassionate care.

The logo design features a sleek, custom serif paired with a minimalist monogram — ideal for marketing materials (like her online skincare routines), social media, and signage. We selected a soft, feminine palette of ivory, warm blush, and charcoal black with gold accents to evoke trust, calm, and understated luxury.

The custom website was designed and built in Wix Studio, prioritizing here digital products and paid membership. We included essential touchpoints by strategially placing her best selling products and services in the forefront of her customers. As a trusted website builder in Edmonton, I also ensured her backend training was seamless, so she could confidently manage her site post-launch.

Click to view live site

✦ The Transformation

Beauty JM now presents itself as an elevated skincare brand that perfectly reflects Natasha’s professionalism, warmth, and credibility. From her business cards to her website, everything feels aligned — allowing her to show up confidently and serve her audience with excellence.

Her rebrand has not only boosted her visibility and professionalism, but has made the entire client experience feel more luxurious and seamless.

“Juliana is a true professional. The quality of my website and branding far exceeded my expectations. She took the time to understand me, my brand, and how I wanted to be represented — and that’s reflected in every detail. High-quality, patient, and so knowledgeable. 10/10 — I’ll definitely be back!” — Natasha Brinkmann, Founder of Beauty JM

✦ Services Provided

• Brand Strategy

• Logo Design + Monogram

• Visual Identity System

• Stationery + Print Design

• Website Design + Development in Wix Studio

  
  

✦ Your Brand Deserves to Reflect Your Expertise

If your current branding feels misaligned with the work you’re doing today, I’d love to help you redefine your identity with intention, polish, and purpose. Whether you're looking for logo design, website design, or branding services in Edmonton, I create brands that build trust — and turn heads.

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