Ratio NYC
Intentional facial treatments rooted in nature’s golden ratio by two best friend founders in a New York City referral-only setting.
Scope
Brand Strategy, Brand Identity, Illustration, Social Media Strategy, Content Creation, Website Design & Development
KAYLYN & LISA’S STORY
Founded by Kaylyn Plum Liebel and Lisa Graham, Ratio was created to break the stigma around injectables through empowering education and deeply personalized care. In an intimate, referral-only setting, their mission is to help clients preserve their natural beauty and celebrate their most harmonious, authentic selves.
Inspired by the Golden Ratio and Fibonacci Sequence, the brand explored themes of beauty, symmetry, and intention. The resulting identity became a visual expression of harmony, where simplicity and geometry meet with purpose. This foundation shaped a refreshed brand presence, including a new social direction and an elevated website experience.
Discover more at www.ratio.nyc
Moodboard
The moodboard for Ratio was inspired by softness, femininity, and the natural harmony of the human body. Gentle shapes, fluid forms, and organic tones were paired with symmetry explored through Fibonacci diagrams, mathematical graphics, and the Golden Ratio. Imagery from nature, architecture, and beauty helped guide the visual language, while elevated typography and a palette of warm neutrals, soft pinks, and earthy browns created a refined and intentional aesthetic.
PROCESS
Intentional brand marks rooted in symmetry, harmony and beauty
While the Fibonacci Sequence is a familiar concept, it took on a fresh and intentional role in Ratio’s brand mark design. Guided by Lisa and Kaylyn’s clear values and purpose, we explored a range of geometric forms, from circles and squares to spirals and grids, each rooted in minimalism, balance, and beauty. Every mark was designed to reflect their thoughtful, harmonious approach to facial aesthetics and personalized care.
Final Designs
The HomeComings Podcast
“Giving people the confidence to feel like themselves — that’s what makes us get up in the morning everyday to do what we do”.
What happens when two college best friends come together to start a concierge beauty business on a mission to break the stigma around injectables? A radically successful story rooted in a powerful mission, a deeply intentional and organically-grown community, and a 100% client retention rate (yes 100%!)
Tune into this heartfelt interview where Lisa and Kaylyn, the co-founders of Ratio, vulnerably share the details behind starting their company, navigating the dynamics of friendship while running a business (most recently: from different countries!), and giving yourself grace while in the process of slow and steady growth.
Next Project
Jaymie Gerena