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Background

Established in 2007, Luxton Aesthetics is a non-surgical aesthetic practitioners, making quality cosmetic treatments accessible. Offering empathetic and honest advice, Luxton Aesthetics is passionate about giving people a newfound confidence in their appearance. However, the brand was suffering from inconsistency through its communication.

We were tasked with updating the brand, creating new brand guidelines and redesigning the website to effectively communicate the treatments they offer and promote a simple and trusted path to book an appointment.

A different perspective

In a market that is saturated with treatments carried out by unqualified practitioners, it was vital to offer a different perspective and create trust in the brand, communicating the high qualifications of its practitioners and the high quality of its treatments as well as the products, techniques and processes it uses.

The strategy therefore was to create new branding and a website that is unique to the industry, where customers can feel confident that they are interacting with a trusted business, service and product, creating lasting loyalty between the brand and the customer.

Signature mark

The signature is used as a sign-off for the brand, establishing Luxton Aesthetics heritage. Reflective of the brand, the bluebird represents confidence, happiness and transformation and has been formed using parts of the letters from the primary logo.

Website UX

The user journey was reexamined to create a clearer and more direct journey for the user, taking them to the ‘Book an appointment’ and ‘Register an account’ sections. As well as this, educational and inspiring information is passed on to the user throughout their journey through the site, which will help gain further brand trust and loyalty.

Iconography

One challenge that we faced when creating content for the website was how to explain how each of the treatments worked for the different areas of the face and body, whilst avoiding sensitive medical photography.

To answer this problem, we developed a range of illustrated icons to show the body area for each treatment. The icons were designed in the Luxton Aesthetics style and colours in order to consolidate the look and feel of the brand.

Results

By aligning the brand and unifying all communication under one clear, striking and visually recognisable direction, Luxton Aesthetics has gone from strength to strength as a business. She is establishing herself as an industry leader with a new visual personality, cutting above her competitors with a clear, new perception. The website has revolutionised the company by being able to showcase new products and services more efficiently, effectively and most importantly instantly, expanding her reach and appeal to a broader audience.

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