Visthetic Surgery
Institute & MedSpa™
PROJECT OVERVIEW
My colleague and I worked with Dr. David Matlock, a globally renowned cosmetic surgeon based out of Beverly Hills. We helped Dr. Matlock develop a new brand and business model that merges aesthetic surgery, wellness, and holistic healthcare to empower his clients to look and feel their best from the inside out.
DELIVERABLES:
Marketing & Business Strategy
Brand Guide + Assets
Content Strategy
Website Design
PHASE 1
Identify a niche and develop the business model
We launched the project with comprehensive research of the competitive landscape to determine how a new brand could stand out in a saturated market for both a surgical institute and medspa.
We conducted several branding/strategy workshops with the cosmetic surgeons to gain keen insights into their desired positioning, gain a better understanding about each doctor’s specialties, and learn what they were visually drawn to by exploring logotypes, images, copywriting, and digital products from major players in the healthcare industry. We also conducted in-depth interviews with potential investors and CEOs to set up the business for success and reduce growing pains by anticipating challenges in the future.
These workshops helped us create a sound business model for Dr. Matlock with the ultimate goal of creating a scalable franchise. We also developed the trademarked brand name: Visthetic™, which is a portmanteau of the words visage and aesthetic.
PHASE 2
Brand Design
The doctors were in alignment when they wanted a logotype that would be distinctive, elegant, and timeless. They wanted to attract clients that would appreciate a high-end concierge experience.
Our research indicated that the majority of cosmetic and plastic surgeons in Beverly Hills used imagery and colors that tended to be more masculine with darker, more saturated hues. With the knowledge that the majority of each doctor’s patients were women, we wanted to stand out by creating a visual language that was warm, inviting, and inclusive. The color palette was inspired by skin tones and environments that are calming and soothing.
Visthetic™ has a mission for their clients to feel their best from the inside out by offering unique high-tech care services (i.e. blood/hormone tests and vitamin drips) as well as traditional surgical and medspa offerings.
PHASE 3
Website Design
During this phase of the project, I designed two websites (one for Dr. Matlock and one for Visthetic™) that were optimized for navigation and search functionality so clients could quickly find the content they were looking for. We wrote content with an empowering and positive tone-of-voice so clients can make the best decisions for their bodies and lifestyle.
CONTENT:
We used AI (ChatGPT and Google’s Gemini) to aid the copywriting process. We used well-researched inquiries to gather content for each procedure, and modified the copy to ensure it fit the brand guidelines we outlined in Phase I. As a final step, each doctor would vet the content for procedures they offered to ensure the information was accurate.
IMAGERY:
When sourcing images, I curated inclusive imagery showcasing different ethnicities, bodies, and genders. The goal is for all patients to have visual representation across digital platforms.
If you would like to explore these designs, please click the button below.
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