Evolve Medical was competing in aesthetic and longevity medicine, where patients judge competence from a website before meeting a practitioner. Too clinical reads cold; too luxurious reads unserious. I built an identity that holds both across 3 locations, from digital to signage, with rules that let a new site open in the system without me.
CLIENT ▸ Evolve Medical, NY, USA
YEAR ▸ 2023
AERA ▸ Healthcare — Aesthetic & Longevity Medicine
AUDIENCE ▸ Patient (direct-to-consumer)
SCOPE ▸ Brand identity, multi-location application, patient-facing communications
SCALE ▸ 3 locations, 5 templates, 6-month engagement
ROLE ▸ Brand Lead, Art Direction
TEAM ▸ Solo, direct to founder
PROCESS ▸ Category and competitor audit → positioning → identity system → templates and rollout guidelines
YEAR ▸ 2023
AERA ▸ Healthcare — Aesthetic & Longevity Medicine
AUDIENCE ▸ Patient (direct-to-consumer)
SCOPE ▸ Brand identity, multi-location application, patient-facing communications
SCALE ▸ 3 locations, 5 templates, 6-month engagement
ROLE ▸ Brand Lead, Art Direction
TEAM ▸ Solo, direct to founder
PROCESS ▸ Category and competitor audit → positioning → identity system → templates and rollout guidelines
The Challenge
Crowded aesthetics market. Every clinic promises the same outcome with the same visual language
Two audiences pulling in opposite directions. Patients want aspiration; practitioners want credibility
Multiple locations, no system. Each one drifting toward its own look
Crowded aesthetics market. Every clinic promises the same outcome with the same visual language
Two audiences pulling in opposite directions. Patients want aspiration; practitioners want credibility
Multiple locations, no system. Each one drifting toward its own look
Strategic Approach
Positioning before design. Medicine first, luxury as the finish, never the reverse
One controlled visual language bridging clinical and lifestyle cues, rather than alternating between them
Built for rollout. Tested every decision against a new location opening without me in the room
Positioning before design. Medicine first, luxury as the finish, never the reverse
One controlled visual language bridging clinical and lifestyle cues, rather than alternating between them
Built for rollout. Tested every decision against a new location opening without me in the room
Creative Solution
Restraint as the credibility signal. Clean structure, generous space, no cosmetic gloss
A typographic system that carries authority, so imagery could stay warm without undercutting it
Consistent application across digital, print, and environment, so the clinic reads the same on a phone and on a door
Restraint as the credibility signal. Clean structure, generous space, no cosmetic gloss
A typographic system that carries authority, so imagery could stay warm without undercutting it
Consistent application across digital, print, and environment, so the clinic reads the same on a phone and on a door
Scope & System
Core identity framework: logotype, palette, typography, image direction
5 templates covering patient communications, digital, print, and signage
Governance rules so new locations and new services extend the system instead of reinventing it
Core identity framework: logotype, palette, typography, image direction
5 templates covering patient communications, digital, print, and signage
Governance rules so new locations and new services extend the system instead of reinventing it
Deliverables
+ Brand identity system and guidelines
+ Multi-location application across [X] sites
+ Digital and print asset library
+ Patient-facing marketing materials
+ Environmental and signage direction
+ Brand identity system and guidelines
+ Multi-location application across [X] sites
+ Digital and print asset library
+ Patient-facing marketing materials
+ Environmental and signage direction
Role & Leadership
Brand Lead and Art Director, from positioning through rollout
Owned the argument in the room: every review brought pressure toward a more cosmetic look, and keeping it medical is what kept it credible.
Brand Lead and Art Director, from positioning through rollout
Owned the argument in the room: every review brought pressure toward a more cosmetic look, and keeping it medical is what kept it credible.
On The Work
In medical aesthetics, trust begins before treatment.
A patient decides whether a clinic is serious from a homepage and a waiting room. This project shows how disciplined design does that work quietly, and how a system holds across locations after the designer leaves.
In medical aesthetics, trust begins before treatment.
A patient decides whether a clinic is serious from a homepage and a waiting room. This project shows how disciplined design does that work quietly, and how a system holds across locations after the designer leaves.
Logo designed to anchor a premium, clinically credible product line across in-clinic placement, packaging, and multi-location environments.
❝ The system reduced production friction
and improved brand consistency
across all clinic deployments.❞
and improved brand consistency
across all clinic deployments.❞
Building a clinic brand that's both credible and desirable?
