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Lena Schleweis

Celebrating unique radiance

In a world where beauty standards are ever-evolving, it’s essential to recognize and celebrate the uniqueness and radiance of each woman.

Like precious gems, every woman possesses her own brilliance, facets, and exquisite qualities that make her truly one-of-a-kind. Just as gemstones are treasured for their distinct hues, clarity, and luster, the beauty of each woman emanates from within, reflecting her inner strength, confidence, and individuality.

Embracing this perspective, Lena Barclay-Steuart has transformed her passion for beauty into a thriving empire. From the humble beginnings of her working as a one-woman-show offering a mobile beauty service, Lena’s impeccable skills and unwavering dedication to her craft have propelled her into opening her own physical beauty salon in Potsdam.

With this bold move, she has not only expanded her clientele but also taken her personal brand, Lena Schleweis, to new heights. Lena’s private salon now offers a wide range of services, attracting clients seeking her signature touch. Her exceptional talent, coupled with a luxurious and inviting atmosphere, has set a new standard for beauty services.

Shining bright

Inspired by Lena honoring the diverse beauty that exists in the world, we created the new identity for Lena Schleweis around the concept of gemstones: recognizing that each woman shines bright like a precious or glowing gem in her own remarkable way, the identity plays with various gem stone shapes to underline the high class and very individual beauty consultancy Lena offers her clients.

Combining these bold and edgy gemstone shapes with arch shapes inspired by the salon’s shop windows, we balance the visual identity with different facettes – edgy and soft.
Like an open window, the arch shapes transport the warm and inviting atmosphere that is awaiting the clients in the salon.

The various shapes can be used overlaid with images, on its own, working as a plain background carrying type, or paired with the logotype.

A hidden gem

Like her new private salon is like a hidden gem in the heart of Potsdam, we incorporated a gem stone shape in the new wordmark: Therefore we customized the typeface GT Ultra, a typeface created by Grilli Type, for the wordmark.

A captivating experience

The key components of the visual identity, the arch and gem stone shapes, were also incorporated into the salon space, to give the customers of Lena Schleweis a holistic and captivating brand experience.

Keeping the lit up salon light and neutral, it leaves room for a personalities and styles created by Lena and her team.

Transformative beauty

With her new salon, Lena is also about to embark on another exciting new venture: planning her very own beauty product line.

Drawing inspiration from her years of experience in the industry, Lena envisions a collection that encapsulates her vision of authentic and transformative beauty. From innovative skincare formulations to captivating makeup essentials, her upcoming line aims to empower individuals to enhance their natural radiance. With meticulous attention to detail and a commitment to using high-quality, ethically sourced ingredients and materials. Stay tuned as Lena sets out to revolutionize the beauty landscape with her captivating creations.

Team Credits

Creative Direction: Franziska Veh
Art Direction: Lind Haugaard
Design: Felicia Usinto
3D Rendering: Alexis M. Varga
Photography Salon Opening: Farina Deutschmann

Do you have a project and need support? Let’s talk: get in touch via phone, through email or by visiting our studio! We look forward to hearing from you.