Case Study: La Belle Lashes & Skincare

Holistic Brand Identity & Website Refresh for a Lash & Skincare Studio in North Shore, MA

SERVICES

THE CHALLENGE

La Belle Lashes & Skincare is a lash and skincare studio in Danvers, MA, founded by Mirella Montefusco — a 20-year veteran of high-end salon leadership, a certified esthetician and a Reiki Master who layers energy healing, Ayurveda, and yoga into her approach to beauty. Her business had grown on reputation alone, but her visual identity didn’t reflect either half of what made her studio different: the clinical precision or the heart-led philosophy behind it.

Mirella wanted a brand that mirrored her personality as well as her mission — to offer a unique, heart-led approach to skincare and lash artistry, not a generic salon look. That meant building an identity, and a new website, aimed squarely at her real clientele in North Shore, MA: wellness-minded women who research a provider’s philosophy before they book, and who choose a studio on trust as much as results.

PROJECT DETAILS

Phase 01: Brand Design

Every element of La Belle’s identity was built around a single idea: transformation. The mark itself draws on the beauty of mythology, a feminine face, framed by voluminous hair, rendered with the serenity Mirella’s treatments are designed to leave behind. The eyebrow and lash details woven into the symbol point directly to her specialty services, while a rose worked into the design carries its own symbolism: beauty, delicacy, and transformation, blooming in layers just as La Belle’s clients do under her care. We paired the mark with an elegant type system, a refined display face for the wordmark alongside a softer supporting typeface, and built out a full color palette, custom patterns and textures, and a suite of logo variations so the brand could flex across every touchpoint, from signage to social media.

Deliverables

Logo suite + variations (primary, stacked, icon-only)
Color palette
Typography system
Brand patterns & textures
Business card design
Gift card / voucher design

PHASE 02

Website Refresh & Copywriting

Alongside the identity, we refreshed key parts of La Belle’s existing website and wrote every word of new copy across it: cleaner navigation, a brand-new About page introducing Mirella’s story, refreshed photography throughout, a homepage built around “Where Beauty, Healing & Confidence Come Together,” a Meet the Founder section covering her holistic-meets-clinical background, three mission pillars (Holistic Wellness, Authenticity & Care, Empowerment), and copy for her service pages, testimonials section, and contact page.

The goal was a site that read as warm and trustworthy as Mirella’s studio feels in person, and that made it effortless for a busy North Shore clientele to go from “browsing” to “booked.” We also designed a set of custom digital gift card graphics — for birthdays, Mother’s Day, thank-yous, and general occasions — which she now offers through her online booking and gift card system.

RESULTS

BEFORE

AFTER

The refreshed identity replaced a look that didn’t match the caliber of Mirella’s work with a mark built specifically around her story — elegant enough for a luxury clientele, and personal enough to be unmistakably hers.

BRAND IN THE REAL WORLD

The new identity didn’t stay on a brand board — it went straight to work. Her business card now reads “Mirella Montefusco, Licensed Aesthetician | Certified Lash Artist” under the new mark; her gift cards ship in birthday, Mother’s Day, thank-yous, and general designs; and reception signage now carries the new logo. Every client-facing touchpoint got the same elevated, cohesive feel.

Working with Cintia and her team was seamless from start to finish. They didn’t just design a website and logo — they took the time to truly understand my vision and what I wanted to achieve. Cintia’s insights added so much value, and the entire process felt easy and collaborative. The logo her team created perfectly reflects my brand, and I’ve gotten so many compliments on it. If you’re looking for someone who combines strategy with beautiful design, I can’t recommend Cintia and the Lux Funnels team enough.

Mirella Montefusco

Founder, La Belle Lashes & Skincare

THE IMPACT

A logo she's proud to display

Mirella was so happy with the new identity that she swapped her reception signage to feature the new logo — the clearest proof that the brand finally felt right. It’s the first thing every client sees walking in, and now it actually represents the studio behind it.

A website that finally sounds like her

New navigation, a new About page, refreshed photography, and all-new copy throughout turn Mirella’s story into a reason to book — giving North Shore clients the trust signals they’re looking for before they ever step through the door.

A brand as heart-led as her mission

Between the goddess-inspired mark, the rose symbolism, and the warmth of the copywriting, the finished brand captures what made La Belle different in the first place — a studio built on both clinical skill and heart-led care.

Ready for a Brand That Feels Like You?

If your business has outgrown its logo — or never had one that told the real story — let’s build one that does.