Esther Louis is a licensed esthetician and celebrity makeup artist whose client work spans red carpet appearances and commercial beauty campaigns. I first designed her brand identity in 2016 — a single decorative mark built around a watercolor texture treatment, common in the beauty space at the time. By 2024, Esther had outgrown it. Her client roster had evolved to include editorial and high-profile commercial work, and her identity needed to match that caliber. I led a complete rebrand: a new logo system, typography hierarchy, color palette, and a scalable brand framework built for digital, print, and social platforms. The gap between the 2016 mark and the 2024 system is the story — a brand that grew from decorative to strategic, from a single asset to a complete identity.