The secret to creating a brand aesthetic that actually sticks? It’s right there in your birth chart.
But before you assume your Pisces Sun means your brand aesthetic should be all pastel waves and mystical mermaids… let’s pause. 🐟
Moonstone’s brand design process is astrology-backed, but we’re not talking about cookie-cutter zodiac clichés. You won’t catch us slapping a constellation pattern on your business card (unless that actually fits your offers and vibe).
Instead, we study your birth chart for clues and patterns about your personality and then we translate those themes into visuals, messages, and marketing rhythms that are attuned to your unique energy.
Every birth chart is unique, and astrology is all about nuance. But one of the clearest patterns for visual inspiration? Your dominant element(s).
What are the elements?
In astrology, each sign belongs to one of four elements:
- Fire (Aries, Leo, Sagittarius)—energy, passion, bold action
- Earth (Taurus, Virgo, Capricorn)—stability, sensuality, structure
- Air (Gemini, Libra, Aquarius)—ideas, communication, connection
- Water (Cancer, Scorpio, Pisces)—emotion, intuition, depth
All four elements show up in your chart, but they’re not all equally weighted. Most of us have one or two that dominate—and often one that’s noticeably missing. That imbalance shapes how you express yourself, how you create, and what your brand aesthetic needs to look and feel like so that it works for you—not against you.
How to translate your elemental signature into your brand aesthetic
To determine your elemental signature, generate your birth chart and look at the zodiac signs of your personal planets—Sun, Moon, Mercury, Venus, and Mars. For extra insight, consider your Rising sign (ASC) and Midheaven (MC) too. Tally how many fall under each of the four elements: Fire (Aries, Leo, Sagittarius), Earth (Taurus, Virgo, Capricorn), Air (Gemini, Libra, Aquarius), and Water (Cancer, Scorpio, Pisces). The element with the highest count is your dominant.
What does this look like in brand design? Let’s break it down:
🔥 Fire Sign Brand Aesthetic
Vibe: Bold. Vibrant. Active.
Design Translation:
- Spicy colour combinations
- Edgy or unexpected font pairings
- Dynamic layouts
- Playful or quick animations
- Abstract shapes and bold prints
- Cheeky messaging
🌱 Earth Sign Brand Aesthetic
Vibe: Practical. Grounded. Luxurious.
Design Translation:
- Textured type or hand lettering
- Warm neutrals and metallics
- Soothing animations
- Organic textures and illustrations
- Vintage photo editing styles
- Nurturing messaging
💨 Air Sign Brand Aesthetic
Vibe: Minimal. Ethereal. Refined.
Design Translation:
- Timeless serifs + sleek sans-serifs + elegant script accents
- Feminine neutrals or pastels
- Geometric fine lines
- Editorial layouts with white space and flow
- Soft, subtle animations
- Messaging that cuts to the chase
🌊 Water Sign Brand Aesthetic
Vibe: Deep. Mystical. Transformative.
Design Translation:
- Flowing scripts or rounded display serifs
- Cool, serene colours or rich jewel tones
- Shiny, shimmery textures
- Layered imagery
- Intuitive, flowy layouts
- Empathetic messaging
Want a real-world example?
My own birth chart is stacked with water (including a cluster of planets in Scorpio) and my Libra Ascendent (air) insists we keep everything feeling refined and balanced. That mix is exactly why the Moonstone brand aesthetic looks like it does:
- Layered imagery with rounded corners or blur treatments
- Rich yet muted colour palette
- Elegant font pairings
- Editorial-inspired layouts with loads of white space
- Nurturing messaging that’s both empathetic and direct
The water shows up in our brand’s depth and emotional intelligence. The air brings elegance, spaciousness, and a strong sense of harmony.
What’s missing from my chart (ahem fire) also matters. It means I’ve had to be intentional about building boldness into our messaging and brand voice. Otherwise, I default to dreamy and forgettable.
That’s the power of the Moonstone Method™. We don’t just design what looks good. We design what feels right and performs well, based on your natural tendencies, strengths, and needs.
Get a custom brand aesthetic based on your birth chart
If you’re thinking, “This is exactly what I need,” I’d love to help you translate your astrology into your brand aesthetic in a way that authentically reflects the experience of working with you and resonates with your dream clients.
Click here to learn more about our process and book a free call
Let’s see what the stars have to say.
