А professional makeup artist, good acquaintance of mine, came to me for design decision. New clients came to her through personal references of girls and women who have used her services. However, she understood that she wants to be engaged in communications with the target audience in a more professional way. For that purpose development of her visual image was required. As soon as her professional pseudonym was "Aprelskaya", which in Russian sounds as a surname, we have refused inventing some graphic symbols and have chosen typographic solution. Later we easily combined it with other graphic elements of her image. Printing materials and the website became the main carriers of the corporate identity.