BRAND REFRESH | jennyadesign

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THE NEED:The Polyclinic Plastic Surgery did not have a unique logo or tagline that set them apart from the rest of the medical clinic. In addition their marketing materials did not have a cohesive distinct look and voice to convey the high end experience they wished to communicate. Finally, their website was difficult to navigate and lacked a visually pleasing design.

THE PROCESS: We went through a discovery process with the Polyclinic Plastic Surgery to explore the vision of their design direction to discover their unique brand voice.

THE DELIVERABLES:

Logo design, brand board and style guide

business card and letterhead

patient packet

office signage

social media design and management

email marketing

website design

ART DIRECTION : Jenny Angelacos

SOCIAL MEDIA MANAGEMENT: Stephany Angelacos

WEB DEVELOPMENT: Nspired Digital

BRAND REDESIGN

CASE STUDY

The images below depict the original version of the Polyclinic Plastic Surgery website along side the redesign. The previous website was difficult to navigate and lacked logical organization and structure. In addition, the imagery was generic and unrefined. The Polyclinic Plastic Surgery requested a redesign that would showcase their practice as high end and patient centric. We used design and strategic thinking to provide a meaningful impact to the Polyclinic Plastic Surgery brand.

This page is the updated home page for the Polyclinic Plastic Surgery. The tagline was created to clarify the updated brand identity. This page features a slide show rotating through models of varying age, ethnicity, and gender. This page sets the tone for the branding of the website which is inviting, artistic, high-end, unique, and inclusive.

This page is the original home page for the Polyclinic Plastic Surgery. This page has generic imagery which does not evoke a unique identity for the Polyclinic Plastic Surgery. The imagery is sterile and predictable. This home page does not represent the high-end look the Polyclinic Plastic Surgery was seeking to portray.

This page is an updated procedure page for the aesthetic center at the Polyclinic Plastic Surgery. It continues the brand identity established on the home page. It features an older model to highlight the diversity of clients who seek treatment at the Polyclinic Plastic Surgery.

This is a page from the original Polyclinic Plastic Surgery website. The previous website design featured a homogenous set of models across the site. The colors were not consistent across the site which gave a less professional appearance. The procedures were all linked together onto one long scrolling page rather than separated into individual pages dedicated to each procedure as in the updated site. This layout led to confusion when browsing the site because it was difficult to navigate back to the home page and main menu.

This page continues with the consistent brand identity found on every page of the updated website. The design is creative, sophisticated, and unique. The models featured on this page are transgender which relates directly to the topic of the page and lends an authenticity to the page.

On the original website design transgender is blended into a scrolling list of procedures including body contouring, etc. The photos do not evoke the high end feel the Polyclinic Plastic Surgery wanted to portray. The colors are not consistent across the pages of the original site which gives an unprofessional appearance. The subjects in the photo contrast with the topics covered on the page and don't honor the sensitivity surrounding transgender procedures.

Breast reconstruction is most often part of a woman's breast cancer journey. This design respects the woman's cancer journey and reflects the intimate nature of this journey. The photo selection is a subtle representation of the breast procedure.

The original design of the website placed cosmetic breast procedures within the same grouping as reconstructive procedures which shows a lack of sensitivity to the client's unique path. Those seeking breast enhancement are often not the same as those seeking breast reconstruction. In addition, the photos used on this page are generic and literal which does not reflect the desired brand identity of the Polyclinic Plastic Surgery.

In keeping with the desired brand identity, the photo selection, script font, and water color used in the design keep the consistency of the updated branding.

The previous website did not pay careful attention to using a consistent color scheme and the photo selections are generic and predictable.

This final examples contrasts the design of the updated website with the original website. The woman's face blending with the water color texture lends an artistic quality to the updated site. Where as the original design was unbalanced and sterile in appearance.