Stellar Stories: Designing Lucy Heartfilia's Celestial Publishing Brand

Alright ya’ll…it’s time to give Lucy Heartfilia, the Celestial Spirit Mage and bookworm herself, her flowers. Inspired by her love for literature, my next magical girl brand exercise conceptualizes what Lucy's personal brand might look like if she ventured into the publishing world.

The Inspiration Behind the Brand 

I originally pictured Lucy running a quaint little bookstore. But sis comes from old money. Considering her family's vast library, her own memoir-in-progress, and her bookish bond with Levy—I decided that Lucy’s brand was meant to be bigger. She’s a storyteller at heart, so I imagined her not just selling books, but shaping them—as the founder of her own celestial-themed publishing house.

Crafting the Celestial Aesthetic 

With Fiore’s unique medieval-forward style as my north star, I aimed to bring the humble elegance of Lucy’s inheritance to 2025.

🌃 Logo Marks: “Stairway to Heaven” as a visual concept initially came to mind when crafting this brand. And if you’re a Fairytail fan, you’ll immediately think of the portal to the celestial spirit world in the show.

🌃 Celestial Iconography: Think star charts, constellation clusters, and a subtle nod to her magical gate keys.

🌃 Color Palette: A mix of flexible earthy neutrals and regal accents of velvety red and sky blue—blend the loftiness of her magical attributes and her down-to-earth personality.

🌃 Typography: I blended classic serif fonts (giving that old-world bookish charm) with modern typefaces for a balanced, elegant look.

Dreamy Design Application

Drawing inspiration from Penguin Books' Instagram aesthetics and Lucy’s knack enjoying her alone time reading, writing and pampering herself—I mocked up some social media graphics that communicated any books consumed by her brand could teleport you to another world even when reading alone.

These graphics include layered illustrations of open gates and celestial trails, reflecting Lucy’s ability to cross between worlds, encouraging audiences to do the same through reading and writing.


Championing Voices

Lucy's publishing house wouldn’t just be about aesthetics—it would be about voice. I imagined her brand supporting the kind of authors who explore identity, emotion, and resilience. I made sure to include real-world examples of the types of writers I believe Lucy would champion: storytellers with rich inner worlds, diverse perspectives, and a love for transformation.

The vibe? Literary, introspective, and a little otherworldly—just like her.

Final Thoughts 

Reimagining Lucy as a celestial publisher honestly flowed easier than I expected. I think it’s because I could very easily relate to the mission of rediscovering the magic of storytelling. Whether you’re a designer, anime fan, or marketing nerd (or all three), I hope this inspired you to look at your favorite anime characters through a new lens.

Follow me, the Marketing Moonie, on Instagram and Pinterest for more creative world-building, brand boards, and magical girl energy!

Location: Los Angeles, CA, USA

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