When the owner of Esthetics Studio, serving clients in North Vernon and Columbus, Indiana, approached Artifactual co-founder Karmen Johnson for a rebrand, she envisioned something fresh, earthy, and elevated. Together, they rebuilt the brand from the ground up — crafting a new logo, service menus, loyalty and gift cards, marketing materials, and detailed aftercare guides for lip blushing, facials, and lashes.

Inspired by the studio’s boho-luxury aesthetic, Karmen created a cohesive identity that feels both approachable and refined. From custom lip illustrations that visualize the lip-blushing process to icons for skincare and facial aftercare, every design element was intentionally crafted to make the client experience feel beautiful, clear, and connected.