Blok rebrands Living Beauty Inc. to reflect their Fluidity, Softness & Connections built over the Years

By Vanessa Eckstein RGD, Founder & Creative Director at Blok Design


The identity and digital experience for Living Beauty Inc. was designed as part of a larger rebranding and re-naming effort. We had to create an identity and visual language that was clear, distinct and capable of holding space for itself amongst the various brands the company works with. At the same time, the identity needed to have a fluidity and softness that paralleled their personalized approach to beauty, business and mission of building meaningful relationships. This balance was key for positioning Living Beauty Inc as a visionary company that lives up to their ethos.
We always start a project with a unique questionnaire. This allows us to analyze the essence of a project and where we can expand. We connected deeply to the vision and values of Mariam White (owner & founder of Living Beauty Inc.) which allowed us to create an identity with elasticity and movement that can keep growing for years to come. We started the web design process the same way, mining strengths, weaknesses and a sensibility that we were living in different times. This understanding of behavioural shifts due to the pandemic allowed us to approach challenges in the most human of ways.
We started this project at the beginning of the pandemic and had to navigate processes, in lockdown. Things we normally do in person had to be re-imagined, such as strategic sessions, photoshoots, etc. which required flexibility in movement and thought. These unique circumstances made the experience all the more memorable for us.
We added a few new features to the Living Beauty website — the stockist page illustrates the many relationships Living Beauty has established for their brands on a national level and the work they have been doing. From a functional point of view, the stockist page also allows easy access to products for their consumers based on their location. The news page acknowledges all of the work, from press to product launches, Living Beauty has amassed over the years, demonstrating their breadth of services, offering and positioning as industry leaders.
The response was incredibly positive. The identity, site and content are easier to navigate while also being more emotionally and visually compelling, aligning to Mariam's vision. The cohesiveness of brand, experience, vision and voice allows for a seamless transition into this new phase for the company and Mariam.

Known for her passion for taking on initiatives that blend cultural awareness, humanity and a love of art to advance society and business alike, Vanessa’s experiences living and working in Buenos Aires, LA, New York, Mexico City and Toronto have given Blok a unique international perspective that has been recognized and awarded around the world. Her experience includes top global brands such as Nike, Pepsi, Nestle, and the Museum of Modern Art Miami, among many others. Vanessa’s work is represented in the permanent collection of the Royal Ontario Museum as well as the Library of Congress, Washington. Vanessa holds an MFA from the Art Centre of Pasadena.




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