Problem
The Laura Stenovec brand already has a large following and presence in the Beautycounter industry, having one of the largest Beautycounter teams in the country with 8,000 men and women. So Laura’s goals were not about sales, but creating a space for her team. She believes in progress not perfection, being a mentor and a friend helping those seeking professional and personal growth. The tricky part is that Laura Stenovec as a brand needs to be different from yet in alignment with Beautycounter. Beautycounter focuses on being Better: Better Together, Better Beauty, Better Business, Better Products.
Solution
Create a brand that focuses on what sets Laura apart, her mission: Believe in Better “fulfilling Beautycounter’s mission to get safer products into the hands of everyone, because they believe in the company, the products, the team and the movement."
BRAND IDENTITY
WEB DESIGN + DEVELOPMENT
SOCIAL MEDIA
BRAND STRATEGY
PARTNERS
BRAND STRATEGIST | Mindy Viering
WEB DEVELOPER | Sean Lewis
01
BRAND STRATEGY
Laura believes in progress not perfection, being a mentor and a friend helping those seeking professional and personal growth. We wanted to highlight her personal attributes that support her leadership qualities in order to build a brand that reflects her values.

02
BRAND IDENTITY
Keeping in-line with Laura’s personality and Beautycounter’s aesthetic, the brand was motivated by a balance of professional and personal, bringing attention to the importance of her team. For the logo design, we wanted to ensure Laura had a mark that was sophisticated and clean to stay consistent with the Beautycounter brand. To balance this out, we wanted to create an overall brand look + feel that had a bit of candid playfulness to highlight Laura’s personality, giving the brand the authentic quality that was important for Laura to showcase.

03
WEB DESIGN + DEVELOPMENT
Since Laura’s presence in the Beautycounter world is already prevalent, her focus for her website was not to build her business, but to highlight her team and allow people to find her and learn more. To find out more about who Laura is and how to showcase her personality, we had our Strategist meet with Laura to delve deeper into her beliefs to feature what’s most important to her.
04
SOCIAL MEDIA

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