Brand Positioning

Bárbara Ichida works in the aesthetics field and invited me to develop the complete visual identity for her new company. The project included brand creation, stationery design, and full website development. In addition, the goal of Barbara Ichida SPA Consultant was to provide consultancy services for the aesthetics and SPA sectors, serving hotels and resorts throughout Brazil.

From the very beginning, the focus was on positioning the brand strategically, conveying sophistication and professionalism within a highly competitive market.

Visual Concept and Identity

The brand was built on a simple yet symbolic concept. Considering her oriental heritage, we combined the letter “B” from her name with a minimalist representation of flowers commonly found in Japanese zen gardens. In this way, we created a direct connection between the professional, her identity, and her niche.

Balance, care, and harmony needed to be clearly reflected in the visual communication, as these are essential attributes for a SPA consultant. Therefore, each graphic element was designed to reinforce this perception.

Digital Experience and Development

The main challenge of the website was the layout, which had to convey elegance, luxury, and clarity while also expressing lightness, fluidity, peace, and tranquility. To maintain coherence, the visual development followed the same principles defined in the brand identity.

Based on this approach, I developed a fluid website with a differentiated layout, intuitive navigation, and smooth transitions. From a technical standpoint, the project relied heavily on JavaScript, HTML5, and CSS3 with LESS compiled via GULP.

As a technical differentiator, AJAX was implemented to allow subtle page loading without requiring browser reloads. Consequently, the user experience became more continuous and fully aligned with the concept of lightness established from the beginning.