Through interviews with the client, a makeup artist, several key concepts were identified to convey through the brand including ethereal, theater, dreams, motion, and femininity. These concepts reflect something profound about the client's work in evoking emotion and feelings in her clients. The brand should convey this ability to make people feel special, powerful, and help them get out of monotony. The goal is for people to stop hiding and feel crowned through the client's work.

1. Mar Martínez, Make-up Artist.
Case study.
December 2014

2. Through several interviews with the client and
considering her international career in film,
theater and television, we rescued several
important concepts to convey when creating
the brand:
Ethereal, second skin, theater, magie, dreams,
motion, colorful, blur, mystery, femininity,
asymetry, evocation, modernity, sophistication
and originality, elegance...

3. These are not just aesthetic concepts. They will
undoubtly help us when exploring ways in the graphic
branding.
But beyond aesthetics, beyond the colors, fonts,
shapes and visuals, these concepts really reflect
something much more important and profound
about the work of Mar Martínez.
Emotion, evocation, dreams, magic...
Feelings. The most important belonging of the
human beeing. What makes posible the imposible.

4. That's what the brand should convey.
Because the minute a person stands as a
blank canvas in front of Mar Martinez
she is keen to see the result of her work.
It´s during this time and then, when seeing
this result, when these feelings arise.
Much larger than an icon, a graphism
or a logo.

5. Because what people seek out of
her work is to stop hiding,

6. and feel special. More powerful. Bigger.

7. To get out of monotony and feel crowned.

8. Always wear
your invisible crown
Mar Martinez, Make-up Artist

9. Jamás renuncies
a tu corona invisible
Mar Martinez, Make-up Artist

10. Brand development

18. Thank you. And remember...
Always wear your invisible crown.