How does one build a brand?

We began our work for PRESH medspa by looking at all the truly classic fashion, beauty, and cosmetic brands to see what they had in common. It was a great exercise and we learned some great lessons. Those classics all had two qualities that we felt made them true icons. They were remarkably simple but not plain, yet they had distinct character. None of them were tied to a specific color, they were usually displayed as black or white.

The PRESH brand logo was the first in a series of elements that built the brand.