Client
itLELO
In 2022, itLelo partnered with September to realign her brand and digital presence with the level of artistry and industry recognition she has built. As one of Brisbane’s leading makeup artists, with credits spanning Napoleon, Style Mag and Mercedes-Benz Fashion Week, the goal was to create a refined and strategic platform that reflected her legacy and elevated her next chapter.
About the project
Despite an impressive portfolio and strong reputation, the existing brand direction did not fully capture itLelo’s authority or creative range. The challenge was to shift perception from freelance creative to established industry figure, while maintaining warmth and approachability. The identity needed to feel bold yet polished, expressive yet premium, and flexible enough to support client bookings, editorial work and ongoing content without losing cohesion.
Development was centered around refinement and impact. We crafted a bold visual identity inspired by hero eyeshadow tones, translating that palette across brand assets, Squarespace design, copywriting and blog content. The experience was designed to feel effortless on the surface, supported by clear strategy and structured marketing assets working quietly underneath.
itLelo now operates with a cohesive and elevated brand presence that matches her experience and creative authority. The new identity positions her confidently within both the fashion and beauty industries, supporting future growth while honouring the body of work that built her name.
For us at September, this project was about helping a creative force see her brand as clearly as the industry already does, proving that when strategy meets artistry, the result is both powerful and timeless.
In 2024, Guilty Lashes partnered with September to build a beauty brand that refused to blend in. As the gold drenched brainchild of itLelo, the goal was to create a bold identity that owned its space from first glance, positioning the brand as indulgent, confident and impossible to ignore.
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