SOM Aesthetics - A Brand Transformation

Case Study: SOM Aesthetics -  A Brand Transformation

Challenge:

SOM Aesthetics, a leading aesthetic medicine practice founded by Dr. Saami Khalifian, sought to establish a distinct brand identity that shifted the focus from Dr. Saami as an individual to SOM Aesthetics as a brand house.  This required a delicate balance of honoring Dr. Saami's expertise while creating a brand identity that could stand on its own and encompass the entire team and range of services.

‍Solution:

CRISPx developed a comprehensive brand strategy that included:

• Timeless and inclusive visual identity: We created a visual system that would endure trends and resonate with a diverse clientele.
• Natural beauty emphasis: We used design elements and imagery to convey the focus on enhancing natural features.
• Sophistication and elegance: We chose design elements that convey a premium aesthetic, aligning with the high-quality treatments offered.
• Appeal to a discerning clientele: We crafted a brand identity that speaks to the target audience's desire for the best aesthetic care.

Research Phase

To ensure SOM Aesthetics' new brand identity resonated with their target audience and achieved their business goals, we conducted extensive research, including:

Competitive Analysis: We analyzed the branding and messaging of key competitors in the aesthetic medicine industry to identify opportunities for SOM Aesthetics to differentiate itself and stand out in the market.

Target Audience Research: We conducted surveys, interviews, and focus groups to gather insights into the preferences, motivations, and desires of SOM Aesthetics' target audience, ensuring the new brand identity aligned with their needs and aspirations.

Internal Brand Audit: We conducted interviews with key stakeholders at SOM Aesthetics, including Dr. Saami and other team members, to understand their vision, values, and goals for the brand.

SOM Aesthetics offers a variety of aesthetic treatments, including fillers, Botox, lasers, body contouring, hair restoration, medical dermatology, and products. They use painless and innovative techniques to achieve natural-looking results. Their passion, experience, and expertise drive them to provide the highest quality care to their patients.

Naming

The name "SOM" is derived from the founder's name, Saami. It is unique, memorable, easy to remember, easy to pronounce, distinctive, and consistent for patients who had previously worked with Dr. Saami and new patients.

Mood-boards & Initial Concepts:

We created mood boards and initial draft concepts to explore different visual directions and establish the brand's aesthetic.  These mood boards served as inspiration for the logo and identity design, color palette, typography system, and photography guidelines.

Approved Logo & Identity Design:

The final logo and identity design for SOM Aesthetics is a sophisticated and modern visual representation of the brand's commitment to excellence and natural-looking results.

Logo Animation

Color Palette:

The color palette for SOM Aesthetics is a harmonious blend of primary, secondary, and complementary colors that evoke feelings of tranquility, sophistication, and natural beauty.

Typography System

The typography system for SOM Aesthetics is a carefully curated selection of fonts that convey elegance, clarity, and professionalism.

The Color Palette

We developed a calming color palette that complements the existing building décor and wall coloring, creating a cohesive and luxurious atmosphere. The soft, muted tones evoke a sense of tranquility and serenity, enhancing the patient experience and reinforcing the brand's commitment to natural beauty.

Photography Guidelines:

The photography guidelines for SOM Aesthetics ensure that all visual communications are consistent with the brand's aesthetic and tone.

Social Media Presence:

We created visually compelling and consistent social media profile headers for SOM Aesthetics to make a strong first impression and reinforce their brand identity across all platforms. We also provided a suite of easily editable social media templates to empower their marketing team to create engaging content.

Verbal Identity:

We developed a comprehensive verbal identity for SOM Aesthetics, including a mission statement, vision statement, and key principles that guide their communication and patient interactions.

House of Brands/Sub-Brands

We extended our expertise to develop sub-brands for SOM Aesthetics, including the SOM Aesthetic Arts Academy and SOM Skin Core.  This involved creating distinct yet cohesive visual identities that maintained consistency with the overarching SOM brand while catering to the unique offerings and target audiences of each sub-brand.

SOM Sub-Brand Aesthetic Arts Academy Identity

We created a unique logo, brand ownable elements, digital profile badges, stickers, and branded digital backgrounds for the SOM Aesthetic Arts Academy.

Logo Animation

SOM Sub-Brand Skin Core

We developed logo variations, a consumer-facing PDF guide, branded display cards, and branded social templates for SOM Skin Core.

DOSE:

Throughout the branding process, we leveraged the DOSE Method to evoke specific emotions and create a holistic brand experience:

• Dopamine: The sophisticated visual identity and premium aesthetic create a sense of anticipation and reward.
• Oxytocin: The emphasis on natural beauty and personalized care fosters trust and connection with patients.
• Serotonin: The clear and informative communication style promotes confidence and a sense of control.
• Endorphins: The engaging social media content and interactive elements create excitement and a sense of delight.

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