LMC
Branding & web
The result
The final outcome was a clean, distinctive brand that resonated with both the clients and their audience. The visual identity helped elevate the event’s perceived quality, while maintaining a minimalist and professional feel. During the in-person edition, the organisers thanked me publicly from the stage, a sign that the collaboration was not only smooth, but also appreciated by the wider community. Feedback from judges and participants was positive. The brand continues to grow, with new editions planned and a strong community already forming around LMC.
The solution
I worked closely with the clients throughout the entire process. To speed up feedback cycles, I usually provided two design options to choose from, followed by adjustments based on their preferences. To help reduce costs and empower the team, I created editable social media templates. When it turned out the developer’s quote exceeded the client’s budget, I suggested building the website directly using a platform, even though it was my first time doing so. This experience taught me the value of adaptability and creative problem-solving, especially when working under pressure.
The client
LMC stands for Loft Mini Champs a brow and lash styling championship created by two experienced beauty professionals, Paola Boguszewska and Daria Usova. Their mission is to organise top-tier beauty events that provide space for self-expression, development, and recognition. The first edition was held in person, and due to its success, I was invited to support the next (online) edition, this time not only as a designer but also as a sponsor.
The challenge
Time pressure was a constant factor, as the scope of the project kept expanding. The number of visuals needed increased significantly e.g. the initial judge introduction posts were so well received that similar graphics were later requested for each participant. Maintaining a consistent visual style while continuously adding new content required precision and flexibility. Working with two equally involved clients also meant navigating differing opinions and aligning on design decisions quickly.
The objective
Develop the visual identity of the championship from the ground up. This included: visual identity, printed materials (certificates, name badges, posters, stickers), digital content (a one-page website, social media posts). The goal was to combine minimalism and "loft" aesthetics with elegance and professionalism while maintaining a coherent, flexible system that would allow the organisers to communicate with their growing audience.
PROJECT STEPS
01. Research
Direction
The “loft” theme brings to mind industrial minimalism: raw materials, strong contrast, architectural lines. These associations could be used to shape a distinctive visual language that combines clarity with mood. Subtle contrasts between light and shadow, along with precise typography, may help communicate both the quality of the event and the professionalism of its organisers.
Industry
Most lash and brow competitions rely on decorative or hyper-feminine aesthetics, often lacking visual consistency. That can create space for LMC to differentiate itself, not by being louder, but by positioning itself as more refined. A darker, more restrained tone might signal exclusivity and professionalism, appealing to a more discerning audience.
Audience Behaviour
Stylists and beauty professionals often treat their online presence as an extension of their personal brand. Their feeds are curated and clean, with a strong emphasis on aesthetics. By aligning the event’s visual identity with this taste level: minimal layouts, quality portraits, and a subdued colour palette, the materials are more likely to feel "at home" in their feeds and encourage organic sharing.
Brief
The clients expressed a desire for a minimalist yet distinctive visual identity that reflects the “loft” theme. Industrial, raw, and modern, while maintaining elegance and professionalism. While they didn’t provide a strict visual direction, their emphasis on quality, originality and high-end aesthetics immediately ruled out generic competition visuals. This opened the door for a more sophisticated and editorial approach that would elevate the brand.
02. Branding
The goal was to create something compact, recognisable, and neutral enough to sit across various layouts and backgrounds. A monogram format naturally lent itself to these requirements, allowing "LMC" to be treated as a strong symbol without over-explaining the brand. The rectangular frame gives the logo a structured, architectural feel, referencing the "loft" aesthetic indirectly through geometry and proportion rather than obvious visual clichés. It also introduces a sense of containment and balance, echoing the visual discipline seen across the rest of the identity. Using a fine, sans-serif typeface allowed the logotype to feel clean and high-end, while still approachable. The letterforms are tight and simple, so they don’t compete with photography or additional layout elements – especially important for a visual-heavy brand like this one. Finally, the choice of black and white supports flexibility and clarity, while reinforcing the premium, editorial tone that sets LMC apart from more decorative competitors.
03. Print
Since the brand was set to exist not only online but also across physical spaces and handouts, it was important that printed materials echoed the same clarity and elegance. I kept them understated and typography-led, making space the key design element. This approach ensures they remain flexible, easy to replicate, and visually aligned with the broader identity. The materials were intended to feel intentional and curated – not overly polished, but still considered.
04. Digital
For the online presence, consistency and adaptability were key. Social media posts, countdowns, sponsor announcements, and judge introductions needed to maintain a unified tone without feeling repetitive. I developed a clean, modular layout system that could evolve as new content appeared, from category reveals to FAQs. The use of white space, monochrome palettes, and portrait photography allowed the brand to feel composed, while templates gave the organisers flexibility to update visuals without compromising the identity.
Presentation of how the branding is applied.
05. Application
SHORTCUT
SOCIAL MEDIA
LEGAL INFORMATION
CONTACT
KIK Design