Rediscovering your visual identity: Lucia Macedo’s transformation journey

When we think about changing our appearance, the real challenge often lies in aligning how we look with who we truly are – rather than simply following trends or predefined style types.

Today, I want to share the story of Lucia Macedo, a therapist and dear client, whose visual journey was about so much more than just looks: it was about reconnecting her image with her identity – with intention and authenticity.

Lucia came to me after working with a previous image consultant who had placed her in the “elegant” and “romantic” style categories. But during our first session – through both conversation and facial feature analysis – it became clear that her appearance didn’t reflect the strength and presence she naturally carried.

The disconnect between image and identity

Lucia is strong, grounded, warm, and incredibly competent. But her previous visual choices softened those qualities too much – creating an overly delicate appearance that didn’t support the authority and credibility she needed to convey in her work as a therapist.

That’s where my method comes in: I don’t follow the 7 universal style types. Instead, I build a tailored visual strategy based on facial morphology, behavioural profiling, and image goals. The aim? To let your image speak for you – clearly, confidently, and truthfully.

Step by step: what we changed

Lucia’s transformation happened in stages, respecting her pace and priorities. Here’s what we refined in her look:

• Goodbye, headband! That romantic accessory was retired to make room for a more mature, aligned image.

• Eyebrow redesign, lifting her expression and adding energy and intention to her gaze.

• More structured silhouettes, especially around the shoulders, replacing delicate or puffy sleeves that created a slouchy effect.

• Stronger colours, keeping her Summer palette but choosing deeper, richer tones over pastels for more impact.

• Monochromatic outfits, instead of colour-blocking, for a more elegant, elongated visual line.

• No more prints! We opted for solid pieces that enhance presence and minimise visual noise.

• Intentional belts, replacing “freebie” belts with structured leather ones that add polish and presence.

Each choice was grounded in facial and personality analysis – with one goal in mind: to make her visual identity truly represent who she is.

Lucia’s new look, with intention

The most rewarding part of this journey was seeing Lucia finally recognise herself in the mirror – clearly and confidently. This wasn’t about becoming someone new, but about removing what no longer served her.

And like all truly intentional transformations, we still have future steps planned – such as updating her glasses frame once her prescription changes.

That’s the beauty of working with a visual strategy: every step has purpose, timing, and personal meaning.

Do you feel like your current image no longer reflects who you’ve become?

💬 Let’s talk! My consulting process combines facial analysis and behavioural insights to help