The owner of The Gossip Nail Shop knew exactly how she wanted her space to feel: fun, fresh and a little flirty. She just needed someone to give it a face.

I led the project end to end, turning that spill-the-tea, get-your-nails-done energy into a complete identity. That meant the logo, a cherry red and soft pink palette, merch like hoodies, totes and caps, and the small touchpoints that hold a brand together. A vintage rotary phone ties it all back to the name, a wink at the gossip at its heart.

I also directed and shot an on-location photo shoot in her new salon, featuring the owner herself.

Spill the tea.