Wake Up Beautiful

---

My Role: Brand Identity, Logo Design, Marketing Collateral

Client: Wake Up Beautiful (Aesthetics & Wellness Spa)

Challenge: In the competitive market of Southern California wellness, the premier spa Wake Up Beautiful required a cohesive brand identity capable of conveying its distinctive "luxurious yet approachable" ethos to a discerning clientele across its multiple locations in Laguna Niguel and Newport.

Solution: I was entrusted with the development of a comprehensive visual identity from inception. An elegant new logo was designed to serve as the foundation of the brand, supplemented by a complete suite of marketing materials, including brochures and promotional graphics. The design system was constructed around a palette comprising soft, calming colors and clean, modern typography, thereby evoking an aura of serene luxury and professionalism.

Results: The implementation of this cohesive branding strategy effectively enhanced Wake Up Beautiful’s market presence. The revised visual identity, tailored to their target demographic, attracts new clients and bolsters their reputation as a distinguished destination. The project has established a consistent and upscale aesthetic for both spa locations.

My Role: Brand Identity, Logo Design, Marketing Collateral

Client: Wake Up Beautiful (Aesthetics & Wellness Spa)

Objective: Increase average order value during the key holiday period by leveraging a dual-tier rewards program.

Design Strategy: Developed a clean, multi-component layout to clearly communicate immediate value and future-use incentivization. Used a balanced pink palette with intricate snowflake illustrations to create a premium, seasonal, yet professional feel, suitable for a refined beauty audience. The visual hierarchy explicitly guides the customer from high-impact benefits to structured tiers.

Performance Metrics:

• Average Order Value (AOV): +23% over previous holiday.
• Program Participation: 68% of customers qualified for the highest tier.
• Future Spend (Beauty Bucks Redemptions): 45% redemption rate on $10/$25/$50 credits.

Corporate Impact: Demonstrated design’s direct link to sales metrics, proving the efficacy of well-structured promotional graphics in driving high-value transactions. This design format became a template for subsequent seasonal campaigns.

The choice of the high-resolution 5DS R (50.6MP) was intentional, allowing the images to be cropped severely for different social media formats (square, vertical, banner) without loss of quality.

The key to successful multi-location shoots like this is the integration of portable lighting. A lightweight, battery-powered strobe (such as an AD200 or similar) was essential.

• Outdoors: In the park and against the green wall, the light was used as a fill-light to counteract harsh shadows and balance bright sunshine.
• Indoors: At the Renaissance Club and in the living room, it was used as the primary light source, with modifiers (softboxes or grid reflectors) to sculpt the subject and define texture.

This approach ensured visual consistency across highly diverse settings.

The resulting gallery provided the client with a curated year's worth of high-impact visuals. By blending personal lifestyle moments with corporate environments, the CEO persona was reinforced as both successful and approachable.

Furthermore, by integrating the 'Rent a Runway' apparel into these authentic settings, the clothing felt lived-in and desirable, driving significantly higher engagement on 'OOTD' social posts than standard studio product shots.

This case study demonstrates the power of a strategic, multi-location approach to branding photography, executed with top-tier gear and intelligent lighting, to deliver maximum marketing value across varied platforms.