Client: Luminex Wellness & Aesthetics ( Olya Demiraj ) www.luminexwellness.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:
Luminex came to us with a clear intention: they didn't want to be just another medspa. They wanted a brand identity that communicated trust, expertise, and science. From the very first conversation, the direction was clear: move away from the typical aesthetics aesthetic, and build something that speaks to knowledge, precision, and the deeper relationship between treatment and the body.
We kicked things off with moodboarding, exploring different visual directions before landing on a concept centered around the DNA helix fused with the letter X, a symbol that felt both intelligent and ownable. It captured exactly what Luminex stands for: a place where beauty is approached as a science, not a service.
From that foundation, we built out the full brand identity, including the logo, color palette, typography, and comprehensive brand guidelines. The work extended into every touchpoint: social media ads, business cards, appointment cards, brochures, and menus. We continue to support Luminex in their social media presence, helping them show up with the same clarity and confidence their brand now carries.
We kicked things off with moodboarding, exploring different visual directions before landing on a concept centered around the DNA helix fused with the letter X, a symbol that felt both intelligent and ownable. It captured exactly what Luminex stands for: a place where beauty is approached as a science, not a service.
From that foundation, we built out the full brand identity, including the logo, color palette, typography, and comprehensive brand guidelines. The work extended into every touchpoint: social media ads, business cards, appointment cards, brochures, and menus. We continue to support Luminex in their social media presence, helping them show up with the same clarity and confidence their brand now carries.
About the Client:
Luminex Wellness & Aesthetics is a modern med spa based in Doral, Florida, founded by Olya Demiraj, a mother, entrepreneur, and world traveler with a background spanning Eastern Europe and the United States. Olya built Luminex not just as a med spa, but as a sanctuary for those who want elevated results and a team that treats beauty as both an art and a science. Her philosophy, that beauty is not just what you see, but what you feel, how you live, and who you become, is woven into every aspect of the Luminex experience. Luminex offers a wide range of services spanning injectables, laser treatments, wellness, and more, all grounded in personalized care and a scientific approach.
Moodboard & Creative Direction
The Luminex brand feel is rooted in scientific elegance wrapped in luxury, intelligent, curated, and deeply intentional. At its core there is a softness and femininity expressed through lilac tones, silky textures, and serene imagery, balanced by structure, control, and a quiet sense of precision. This is not loud or flashy luxury. It is editorial and aspirational, the kind of presence you would expect from a high-end skincare brand or an avant-garde wellness boutique. Clean architectural lines, neutral color palettes, matte finishes, and gold accents all contribute to an environment that feels considered and elevated, a space that does not just serve clients but curates experiences for them. The color palette centers on lilac as the signature hue, paired with cold neutrals like taupe, ivory, soft gray, and touches of matte black, creating a calm, contemporary feel. Anchoring it all is the DNA-inspired X, a distinctive icon that introduces a story of uniqueness and sophistication, nodding to wellness, identity, and innovation without ever feeling clinical. As a symbol it becomes a modern emblem: sleek, meaningful, and immediately recognizable.
