When seasoned makeup artist Hayley Palmer approached me for a complete brand overhaul, she came with 18 years of experience and a crystal-clear vision: “Super classy, black and white, chic.” After three years of building her full-time business in Northwest Ohio and the Columbus area, Hayley Palmer Makeup was ready for a brand that truly reflected her sophisticated approach to beauty.
Hayley’s aesthetic draws inspiration from luxury magazines and classic editorial layouts. She envisioned something sleek and monochromatic, predominantly black and white with strategic pops of gold and the occasional hint of red. Her reference point was the timeless elegance of brands like Charlotte Tilbury and Dior, but with her own distinctive edge.
What set this project apart was Hayley’s philosophy around beauty. As she put it, “A lot is taken from women through makeup”, but her approach is about enhancing natural beauty rather than masking it. This perspective, rooted in her Christian faith and belief in “beauty by God’s design,” became central to how we positioned her brand.
The visual direction emerged from Hayley’s love of luxury magazine layouts, clean, impactful typography with strategic font mixing, and that classic newspaper editorial feel. Hayley wanted something that felt more like a high-end fashion magazine than a traditional makeup artist portfolio.
The completed brand strikes the perfect balance between timeless elegance and contemporary edge, think Vogue editorial meets accessible luxury. Hayley’s feedback on the brand & website questionnaire process was particularly meaningful: “Really helped me focus in on what I was trying to verbalize.” Sometimes the most successful projects come from helping clients articulate what they already know about themselves.
Hayley Palmer Makeup is a professional makeup artist serving Northwest Ohio and Columbus, specializing in elegant, natural beauty enhancement for weddings and special events.
See the live site here: https://hayleypalmermakeup.com/
Ready for a brand and website that feels authentically you, and actually attract your dream clients? Start the conversation here!
