Client: Aluna Aesthetics ( Yelena Burshteyn ) www.alunaaesthetics.com
Designer: Aesthetic Brands Studio, Adnan ( www.aestheticbrands.studio )
Project: Brand Identity Design, Style Guide, Social Media Content Creation (Signature Brand Identity )
Designer: Aesthetic Brands Studio, Adnan ( www.aestheticbrands.studio )
Project: Brand Identity Design, Style Guide, Social Media Content Creation (Signature Brand Identity )
Project Overview:
Aluna Aesthetics came to us with a clear vision: a brand identity that would feel as refined and intentional as the treatments they offer. The process began with a structured discovery interview to understand their values, audience, and aspirations, followed by a detailed project checklist to align on scope and deliverables.
From there, we moved into moodboarding, exploring several creative directions before landing on the one that captured the brand's essence perfectly. The chosen direction blends luxury with a hint of vintage charm, drawing inspiration from the moon's soft illuminating light. Warmer neutrals like mocha, soft browns, and creamy whites were paired with gold accents to create a palette that feels natural yet opulent. The overall aesthetic is silky, flowing, and effortlessly sophisticated, evoking the smoothness of silk and the timeless calm of moonlight.
The centerpiece of the identity is the logo, a uniquely crafted ambigram that reads identically when rotated 180 degrees, adding a layer of clever artistry that mirrors the brand's depth and elegance. From there, the visual system was brought to life across a full suite of branded touchpoints: brochure, business cards, and appointment cards, all governed by comprehensive brand guidelines. To round out the project, we also supported Yelena in setting up and launching her social media presence, ensuring the brand launched cohesively across every channel.
About the Client:
Aluna Aesthetics is a results-driven medspa located in Potomac, Maryland, founded by Yelena Burshteyn, FNP-C, a board-certified Nurse Practitioner with a Master of Science in Nursing from George Washington University and a background spanning Plastic & Cosmetic Surgery, Pediatric Cardiac ICU, and Adult ICU.
Born in Ukraine and raised in California, Yelena brings both clinical precision and a deeply personal philosophy to her practice: subtle refinement over excess, timeless elegance over trends. Her vision for Aluna was to create a space where results-driven skincare meets warmth, education, and empowerment, a destination for renewal, confidence, and transformation where science and artistry come together to restore each client's natural glow.
