THE BRIEF: As Caitlin Parr’s business grew and her goals evolved, her existing brand no longer reflected the level of professionalism or breadth of services she offered. With the introduction of a new brows service alongside her makeup artistry, Caitlin needed a refreshed brand identity that felt more mature while also allowing space for a brows-focused sub-brand.

THE SOLUTION: We created a new brand system that positioned Caitlin Parr Makeup and Caitlin Parr Brows as sister brands. Differentiated by colour palettes and imagery styles, the two brands sit together as part of a cohesive visual family that is instantly recognisable. The updated brand identity was rolled out across Caitlin Parr Makeup’s website, complete with a polished new look and seamless client experience, while Caitlin Parr Brows launched on social media with a strong, standalone presence.