Overview
Timeline: April - August /23 - 04 months
My role: Graphic Designer
Where Inner Wellness Becomes Visible Beauty
Letih Beauty is more than a skincare studio — it’s a space where science meets self-care, and transformation begins from within. This project was especially meaningful as it marked my very first full rebrand, created for a passionate and dedicated aesthetician who pours love, study, and technique into every service she offers. Formerly operating under the name Leticia Martins Esthetic, the brand struggled with a generic and overly personal identity that didn’t reflect the exceptional quality of its services or the growth potential of the business.
Leticia came to me with a clear intention: to elevate her brand into something that felt refined, modern, and trustworthy — a brand that could grow with her and position her as a top-tier esthetician in her region. She didn’t want just a logo — she wanted to be seen as a professional, to have a name and image that felt aligned with the care, attention, and advanced techniques she brings to her work.
The result was Letih Beauty, a name derived from her own that now stands as a symbol of inner harmony, feminine elegance, and aesthetic wellness. The rebrand was rooted in emotional storytelling and visual harmony — a full identity transformation that included naming, brand strategy, logo design, typography system, color psychology, and usage guidelines.
Letih Beauty today reflects the journey of a woman entrepreneur who chose to invest in herself — and through design, was empowered to grow with confidence, clarity, and beauty.
Challenges
The original brand identity felt too personal and informal, limiting business growth and recognition.
The visual system lacked consistency across platforms.
Clients had trouble associating the brand with high-value, professional skincare treatments.
The brand name "Leticia Martins Esthetic" didn’t reflect the broader mission or aesthetic positioning.
Objectives
Rename and reposition the business with a name that felt modern, elegant, and timeless.
Build a full visual identity system with clear guidelines for application across digital and print platforms.
Create emotional resonance with the brand's core audience (mostly women seeking professional and holistic beauty care).
Increase client retention and attract new clientele through a polished, trustworthy image.
