Kate E

The Brief
Bendus is a womenswear brand with a loyal following built almost entirely on the founder’s personal charisma. After a significant pause, the brand was relaunching this time with new geo market ambitions. The problem: what worked in current market wouldn’t translate. A brand that lives in the founder’s personality doesn’t scale. It needed a visual and strategic language that could stand on its own.

The Thinking
The starting point wasn’t aesthetics. It was a question: what does this brand believe about women, beyond the founder herself? The answer became the concept “dress your femininity”, rooted in the idea that femininity isn’t one thing.

It shifts, contradicts, surprises. The visual identity had to hold that tension: structured enough to read as European, fluid enough to stay true to the brand’s original energy.

The Strategic Shift
We built a system, not a mood. Every element: typography, colour, packaging, website was designed to communicate consistently without the founder in the frame. The brand could now enter a new market with a language that spoke for itself.

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The Brief
Helios is a boutique real estate agency based in Paris, serving high-net-worth clients from around the world. They came with a clear problem: the brand looked like every other agency on the market. The ask wasn’t a logo refresh — it was a full repositioning.

The Thinking
Paris has its own logic of luxury. It doesn’t announce itself. It doesn’t need to. The concept was rooted in modernist restraint and Parisian architectural grammar — the idea that confidence communicates better through precision than decoration. Every decision was made against a single question: does this feel inevitable, or does it feel trying?

The structural monogram “H” became the identity’s anchor: geometric, quiet, and impossible to misread. Deep navy and light grey — not as a color palette, but as a statement about where the brand stands.

The Strategic Shift
The most important work wasn’t visual. It was narrative.
We moved Helios from selling properties to curating lifestyles. That single repositioning changed everything downstream — how the brand speaks, what it shows, what it doesn’t show, and who it speaks to. Copy, content strategy, and web architecture were all rebuilt around this idea.

When your audience is global and high-net-worth, they don’t need to be convinced. They need to feel understood.

Task
to create the concept of brand identity for Parisian Beauty Salon. From the beginning, the salon has distinguished itself through its commitment to quality, innovation and customer satisfaction, offering high quality and personalized aesthetic treatments.

Solution
Create a visual identity that reflects the salon’s values: excellence, innovation, customer satisfaction and ethics.
To attract a new audience, in Paris where, as many expats know, the beauty and service industry is just starting to gain momentum, so it is especially important and valuable for women here to find a similar place where they can feel special and be assured of quality services. This is reflected in the branding.