Jokinen Beauty is the first project I developed in FASM 210. While the original assignment was meant to introduce ourselves and explore our personal brand, I took a more forward-looking approach by creating a presentation for the beauty brand I aspire to build in the future.

This project became an exploration of my aesthetic, values, and long-term vision within the beauty industry. The presentation includes brand ideation, logo development, type exploration, and mockups that bring the concept to life visually.

Through Jokinen Beauty, I began defining my creative identity and translating it into a cohesive brand system blending strategy, design, and storytelling into a concept that reflects both who I am and the direction I hope to grow toward professionally.