Joanna Vargas, a beloved New York-based spa owner and skincare guru, came to AfterAll for a much-needed brand refresh. AfterAll was first approached to reimagine the web experience but quickly came aboard to redefine the entire brand. Sophisticated and strong, Joanna Vargas herself is a force to be reckoned with, and her identity needed to match.

The new work is confident and assertive yet unmistakably feminine. By layering an iconic logotype with blushing pink and holographic foil we created a system that is fresh, vital and elevated.