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Pearly Lichaamszorg - From practice assignment to first client project
2025
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graphic design
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brand identity
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client process
For an acquaintance, I voluntarily designed a new visual identity and business card for her then-unofficial sole proprietorship.
What started as an exercise in logo design grew into my first real experience leading a client process. I took on not only the role of designer, but also that of an advisor. Skills such as briefing, consulting, concept development, processing feedback, and product handoff were all fully involved.
For an acquaintance, I voluntarily designed a new visual identity and business card for her then-unofficial sole proprietorship.
What started as an exercise in logo design grew into my first real experience leading a client process. I took on not only the role of designer, but also that of an advisor. Skills such as briefing, consulting, concept development, processing feedback, and product handoff were all fully involved.
Briefing & concept
Instead of starting the design process immediately, I suggested that we first discuss the client’s wishes and requirements together. Since the client had little experience with logo design, I explained the role a logo can play within a business and the characteristics of a strong visual identity.
During this conversation, it emerged that the business would initially be called Pearly Shell. The name referred to her father’s fishing boat, which had in turn been named after the client. The personal meaning behind the name provided an important insight for the design. I therefore suggested combining the visual language of a fishing boat with that of a shell: a subtle reference to her background without making the logo entirely nautical.
Development
Based on this concept, I explored different forms of nautical symbolism and shells. Since the business focuses on at-home pedicure and massage services, the design needed to have a warm and caring feel in addition to its nautical character. I therefore experimented with rounded shapes, a hand-drawn style, and a combination of blue and light beige.
During the initial design phase, however, I made the nautical character a little too dominant. I also thought the name Pearly Shell did not create enough associations with massage and personal care. In consultation with the client, I therefore reduced the nautical elements and strengthened the caring and welcoming character of the design. I also suggested adding a subtitle to provide additional context about the services offered.
The final design combines a subtler reference to the fishing boat with the soft and personal visual language that suits the business. The logo and accompanying business card were then further developed and delivered to the satisfaction of both the client and myself.
Reflection
This project mainly taught me how important communication is within a design process. I discovered that a good briefing not only helps establish design criteria, but can also lead to unexpected insights that help shape the concept.
Additionally, this project gave me more confidence in my ability to independently lead a client process: from the initial conversation and consultation to concept development, feedback, and final delivery.
Briefing & concept
Instead of starting the design process immediately, I suggested that we first discuss the client’s wishes and requirements together. Since the client had little experience with logo design, I explained the role a logo can play within a business and the characteristics of a strong visual identity.
During this conversation, it emerged that the business would initially be called Pearly Shell. The name referred to her father’s fishing boat, which had in turn been named after the client. The personal meaning behind the name provided an important insight for the design. I therefore suggested combining the visual language of a fishing boat with that of a shell: a subtle reference to her background without making the logo entirely nautical.
Development
Based on this concept, I explored different forms of nautical symbolism and shells. Since the business focuses on at-home pedicure and massage services, the design needed to have a warm and caring feel in addition to its nautical character. I therefore experimented with rounded shapes, a hand-drawn style, and a combination of blue and light beige.
During the initial design phase, however, I made the nautical character a little too dominant. I also thought the name Pearly Shell did not create enough associations with massage and personal care. In consultation with the client, I therefore reduced the nautical elements and strengthened the caring and welcoming character of the design. I also suggested adding a subtitle to provide additional context about the services offered.
The final design combines a subtler reference to the fishing boat with the soft and personal visual language that suits the business. The logo and accompanying business card were then further developed and delivered to the satisfaction of both the client and myself.
Reflection
This project mainly taught me how important communication is within a design process. I discovered that a good briefing not only helps establish design criteria, but can also lead to unexpected insights that help shape the concept.
Additionally, this project gave me more confidence in my ability to independently lead a client process: from the initial conversation and consultation to concept development, feedback, and final delivery.
Laurencio Scheurwater © 2026
Laurencio Scheurwater © 2026