AMY’S LIES
Identity Design / Spatial Design

Role: Designer / Scam Victim
Tools: Illustrator, Blender, Photoshop

This branding project is a result of a scam. You read it right, a scam.

On May 26, 2020, I got an email from Amy Laurence, who reached out for an identity design for her beauty business named after herself, Amy Salon & Spa. Little did I know this was the beginning of a typical online scam targeting young designers. What I was left with in the end were: a lesson to be more cautious about random design inquiries online, a disabled bank account that took three weeks to be unlocked and a logo design for a non-existent business that was just made up for the purpose of convicting a fraud. So, I decided to not let my design go to waste and developed a whole brand identity for Amy Salon & Spa.

This time, it is not for any Amy Laurence. This time, it is for myself.

From the design of the logotype, I develop a shape that emulates the arc and overall shape of the letter m. The shape could then be incorporated into the interior architecture and the interior design of Amy Salon & Spa.

This shape when turned upside down and overlapping another one creates the contour of a leaf, which is also integrated into the logo design and developed into the brand's pattern.​​​