Logo Design · Brand Identity · Website Aesthetic Direction · Purpose-Led Storytelling

The Brief

JAE Permanent Make Up of Hampshire specialises in micropigmentation - a form of permanent makeup that serves everyone, but especially cancer survivors and those undergoing chemotherapy. The brand’s mission is to help clients reclaim their confidence after a life-changing journey.

Our client came to us with a clear and heartfelt vision. She wanted to create a brand that was not only professional and trustworthy but also soft, approachable, and emotionally resonant. It needed to reflect her personal story - a mother rebalancing life after lockdown and her desire to help others feel beautiful and empowered.

Our Approach

Understanding the sensitive and empowering nature of the JAE brand, we approached this project with a focus on clarity, empathy, and elegance. We knew the visual identity had to appeal to those seeking emotional healing and confidence, while also positioning JAE as a serious, professional beauty service provider.

The client had a strong sense of direction from the start. She envisioned a soft, feminine colour palette to represent care and calm, paired with a font that communicated professionalism and strength. This balance of emotion and authority became our guiding principle throughout the design process.

What We Created

• Brand Palette: A gentle soft pink colour scheme to evoke warmth, empathy, and femininity.

• Typography: A black serif font that adds contrast and communicates trust, expertise, and refinement.

• Visual Tone: A clean, modern aesthetic designed to reflect both emotional healing and beauty industry excellence.

• Messaging: Brand copy that shares the founder’s personal story - her journey as a busy working mum post-lockdown, seeking purpose, balance, and connection.

Together, these elements created a brand identity that feels both professional and personal, speaking directly to the women JAE hopes to empower.

The Result

The final brand identity for JAE Permanent Make Up feels deeply aligned with its mission - to help women see themselves as beautiful, strong, and worthy after experiences that may have left them feeling otherwise.

More than just a beauty service, JAE now presents itself as a safe, compassionate space for healing and confidence restoration. The branding supports the founder’s long-term goals: to build a fulfilling business that allows her to do what she loves, while being present for the moments that matter most, like the school run she once missed.

Testimonial

“You truly brought my vision to life. I wanted something soft but strong, and you understood that from day one. This brand isn’t just a business — it’s a piece of my heart and my story. Now I feel confident sharing it with the world. Thank you for making it real.”

JAE Beauty Founder