THE SITUATION

After moving to Michigan, a well-known plastic surgeon from the Miami area decided to open his own practice in Metro Detroit. His vision was to help people become the best version of themselves on the inside and outside, to be accessible, and to change the negative perception of plastic surgery.

THE WORK WE DID

• Facilitated a workshop where we uncovered brand archetypes, brand personality traits, and key differentiators.

• Developed a brand theme of “Revealing Light” which was our creative north star for the entire brand, including the name “Illuum”.

• Business messaging including mission, vision, core values, and purpose.

• Created the tagline “Your best self revealed”

• Campaign Messaging

• Created the name “Silhouetch℠” for an exclusive service that he provides

THE IMPACT OF THE WORK

• The brand theme and personality provided inspiration and direction for the design team to create the logo and visual elements.

• The brand foundation including the brand voice, brand theme, and moodboards gave the web team clear direction.