Design, in essence, is about creating a feeling in an image, colour, shape, or fold, that becomes something real, something new, something unique.
AAS Salon wanted to build a brand that exemplified what their company stands for-- femininity, beauty, and the importance and power of women. Their salon, which offers diploma courses for women in beauty and cooking, even offers subsidized prices to include women from all backgrounds. Moonlight’s job was to translate this over-arching passion, feeling, and movement that AAS wanted to convey into beautiful, sharp designs.
First, we created their logo—we needed to create a strong visual association with the business, so we opted for a design that incorporated a woman and birds into their name. They were designed to convey how the courses they offer will inspire women, give women access to more life skills, and therefore give them independence and freedom.
Moonlight also designed a brochure highlighting AAS’s courses. Here, that feeling of confidence, feminism, and yet also feminine beauty, was incorporated into the full booklet through imagery, color schemes, and connections to nature. Women need to see this brochure and feel enticed by it’s beauty, strength, and empowerment.
Moonlight loves projects that connect art and expression to causes that do good to the world-- it shows how solving some of the most important obstacles facing mankind can start with a line, a texture, and a powerful, meaningful image.
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