THE CHALLENGE
Nikki Lastella, psychic medium offering tarot readings and astrology consultations, needed brand identity standing out in crowded spiritual market. Wanted something mystical but not cheesy, modern but connected to esoteric. Needed brand feeling both inviting and mysterious, appealing to those seeking guidance while staying far from tired tropes: purple crystals, mystical script fonts, generic celestial symbols. Challenge: create identity attracting new-age seekers without looking like every other psychic storefront, differentiating through bold visual language feeling contemporary, credible, magnetic.
THE SOLUTION
Brand identity merges mystical with bold, psychedelic edge. Focal point: stylized skull wrapped in neon-green snake representing transformation (death/rebirth), intuition (serpent wisdom), unseen forces (kundalini energy). Color palette is electric: hot pink, deep navy , acid green, bringing contemporary, eye-catching contrast to spiritual space typically dominated by purples, golds, soft blues. Secondary iconography: all-seeing eye hand (psychic sight), stars (cosmic connection), moon phases (cyclical wisdom). Typography balances playfulness with structure using quirky sans-serif keeping brand grounded but ethereal. Every piece: business cards, signage, magazine ads, stickers, murals, apparel… reinforces distinct visual world, making Nikki’s presence magnetic, unmistakable.
MY ROLE
Led complete brand development as Creative Director, creating identity from concept through execution.
✔ Created logo + brand identity incorporating surreal symbolic elements: skull (transformation/death/rebirth cycles), snake (kundalini energy/intuition/hidden knowledge), stars (cosmic forces), wrapping composition suggesting movement and energy flow
✔ Designed custom iconography system: psychic eye hand (third eye symbolism), celestial stars, moon phases, creating flexible visual language across applications
✔ Developed typography system balancing mysticism with readability
✔ Created bold color palette setting brand apart from typical spiritual aesthetics: Hot Pink (energy/passion), Navy (mystery/night), Acid Green (transformation/life force), Cream + Orange accents
✔ Designed complete print suite: vertical business cards (purple gradient + starfield), horizontal cards (navy + contact info), both featuring skull/snake illustration maintaining brand recognition
✔ Created environmental graphics: purple storefront signage with backlit letters, window decals listing services (Remote Viewing, Tarot, Astrology), cohesive street presence
✔ Designed building-scale mural: hot pink background with giant skull/snake illustration + psychic eye hands, creating Instagram-worthy landmark visibility
✔ Developed merchandise line: apparel (t-shirts with skull/snake graphic), die-cut stickers (multiple variations: square, circular, hand icon), maintaining brand consistency across products
✔ Created magazine advertising: full-page ad with zodiac information + services, establishing credibility in spiritual publications
THE IMPACT
Market Differentiation: Rebrand positioned Nikki as psychic medium who doesn’t look or feel like everyone else in space. Bold, psychedelic identity attracted audience wanting spiritual guidance without outdated aesthetic. Distinctive visual language made her instantly recognizable whether someone saw storefront, social media, merch. Stood out in market saturated with purple/gold/mystical script, creating memorable brand equity.
Business Expansion: Brand gave Nikki confidence and presence to expand offerings from one-on-one readings to events, workshops, remote viewing sessions, maintaining magnetic, unmistakable energy. Storefront became destination, mural became local landmark creating organic word-of-mouth marketing. Merchandise created additional revenue stream while functioning as walking advertisements.
Audience Connection: Electric aesthetic attracted younger, modern seekers interested in spirituality without new-age clichés. Brand felt credible without being corporate, mystical without being kitschy, approachable without being generic. Created community around visual identity, with clients sharing photos at storefront, wearing merch, posting stickers, organically amplifying brand reach.
