Medical spa branding (when done well) is all about capturing a FEELING. It’s about taking the care you give your clients, the way they feel when they’re in your spa, and the confidence they feel after receiving their services, and turning it all into a visual brand world. Branding touches everything — your website, interior design, social media, services menu — and when it’s all working together, your clients feel the difference! Read on to learn about all the details that go into branding for medical spas using our client, Beauty in Science, as a case study.
Step one: medical spa branding strategy
Every branding project needs a foundation of strategy. What makes your med spa so great will be completely different from someone else’s. Before your brand designer can start sketching logos or picking out color swatches, they’ll need to spend the time to closely listen to understand what makes YOU stand out. It’s all about getting to the heart of what makes you special, then translating that into a beautiful visual brand. Branding strategy encompasses guiding objectives, brand positioning, and ideal client avatars.
Case study: The Beauty in Science Med Spa brand strategy
Beauty in Science is a med spa in St. Clair Shores, Michigan, known for their approachable style of aesthetics. They don’t sell intimidating treatments or high-gloss perfection—instead, they’re all about helping clients feel effortlessly polished in a space where they truly belong. Founder Laura Hala came to our agency in need of a full rebrand and website design, looking to match her visuals to the refreshingly real experience she’s created in her spa. She had reached the point that many business owners do, where her in-person experience was far more elevated than her visual brand would suggest.
Project objectives
As we got to know Beauty in Science, the thing that stood out in every client testimonial was how the providers make every appointment feel like you’re catching up with a friend. This genuine, approachable feeling is central to the Beauty in Science philosophy. No fear or intimidation, they’re all about explaining the “why” behind their recommendations and intentionally creating treatment plans that fit into their clients’ lives and progress toward their goals.
To match their in-person style, Beauty in Science needed their branding to feel easygoing and genuine but elevated—polished but never overdone. Our goal was to capture the feeling of being in a comfortable, stress-free, and safe space, while still honoring the professionalism and scientific expertise behind the services. We would add lighthearted notes to match the fun personalities they’re known for. And to harmonize with the spa’s interior design—which is light, airy, and plant–filled—the look needed to be simple and clean without being cold or sterile.
Mission statement
The next step in the Beauty in Science Medspa brand strategy was refining their positioning.
We wordsmithed the Beauty in Science mission statement to capture their ethos: Helping you feel effortlessly polished with intentional treatments that fit into your life and progress toward your goals.
We then developed a tagline set to give plenty of options for fun, branded touches on the website and swag items.
Approachable aesthetics
Polished but never overdone
Everyday elegance
Elevated care / real results
Beauty in progress / Beauty in everyday / Beauty in science
Ideal client
Next, we got to know the ideal client at Beauty in Science, so we could learn exactly who we were designing for.
The Beauty in Science brand needed to appeal to women between the ages of 25 and 55. These clients have lives filled with things they love—families, businesses, and deep involvement in their communities. They’re energetic, fun, genuine, and responsible. Though they embrace the notion of natural beauty versus the latest trends, they feel that they haven't looked their best in a while. They want to know that they’re not too old, that they belong, and that they matter.
Step two: medical spa branding
With strategy in place, the next step is the branding process is the design phase. This part is all about creating custom visuals based on all the insights from the strategy. By taking the time to understand your med spa’s clientele, we ensure the branding is appealing to them, spefcifically. With an understanding of your “secret sauce,” your branding can take what makes you special and turn it into MEMORABLE visual elements.
Branding encompasses your logo design, color palette, typography, and supporting graphic elements. It’s all about getting everything working together to tell your story.
Case study: The Beauty in Science Medspa brand design
For Beauty in Science, we translated their strategy into a brand system rich in symbolism and story.
Logo design
We hand sketched dozens of logo options for Beauty in Science before landing on the final mirrored B design that contains multiple brand symbols:
DNA: The monogram center forms a DNA helix, playing into themes of refreshing and revealing the beauty you were born with
Mirror: The mirrored B’s represent reflection—helping clients see themselves as others see them.
Partnership: The two interlocking B’s represent the trusting partnership and ongoing relationship created with each Beauty in Science client.
Color palette
We landed on a soft cream and deep pine green to harmonize with the light and airy, plant-filled interior design at Beauty in Science. We added a light brown for a warm, elevated feel and a dusty blush to add approachability and a touch of a lightheartedness. Overall, it’s easygoing and genuine but elevated—polished but not overdone. It feels comfortable, clean, safe, and warm.
Typography
For the typography, we went with Mosaic as the display typeface. It has a ton of personality, without being busy or overdone, and a touch of an organic feel with terminals that almost look like leaves or hydrating water droplets. We balanced this out with Neuzeit Grotesk for the body typeface, since it’s super clean without being sterile or cold. And for a fun, hand-drawn touch, we added in Purely Woman as an accent script. They all work together to feel polished and clean, yet full of approachable personality.
Patterns
We designed a set of three patterns for use on packaging, social templates, textiles, stationery, etc. We love adding patterns into our clients’ brand toolkits, since there are so many possibilities for how they can be used.
Step three: medical spa website design
Once your branding is complete, one of its most important applications is your website. Your site needs to emotionally connect with your potential clients, make your services crystal clear, and make it EASY to book with you. Visitors will judge your business based on the visual design alone, so good design is really more than just aesthetics — it’s about your bottom line!
Just like branding, a solid website process starts with strategy to design an overall website architecture and flow. Think of it like building a house: before painting the walls, you first need to design the blueprint of the rooms, considering how they’re connected and how visitors will navigate throughout the space. A good website flow is about storytelling: pacing out what you share about your med spa and when to connect with visitors and make it easy for them to get to know your services and providers.
Case Study: The Beauty in Science website design
For the Beauty in Science website, our objectives were to craft an online presence to match the in-person vibe: warm, lighthearted, educational, expert, and safe. We needed to share what makes the Beauty in Science approach unique and educate on an extensive menu of services, without overwhelming visitors. And of course, the underlying goal was to make it easy for visitors to book online.
When we plan a site, we always include section-by-section prompts so it’s clear what is covered when. For the Beauty in Science site, Laura chose to have us handle the copywriting, so we honed in on a writing style that’s 60% Melissa McCarthy and 40% Ann Hathaway — it’s like chatting with a friend who’s incredibly educated, but has a down to earth perspective, realistic advice, and funny analogies.
For the website design, Laura selected our Simple Luxe design, which we then customized with her colors, fonts, and logos. Simple Luxe has a super clean look, which is a great fit for Beauty in Science, but we warmed it up a bit by adding blush accents, overlapping script accents, and fun badge layering. We designed a new hero section for when you first land on the homepage, featuring a fun typewriter animation and overlapping photos. The result is something that feels completely unique and fitting to Beauty in Science—but since we weren’t starting from scratch, the whole process was so much faster than a custom build.
The final Beauty in Science result is a brand and website design that work in harmony to tell the Beauty in Science story. The look, feel, and tone are all polished but personable—capturing that easygoing and genuine personality, but elevated to a luxury experience. View it all live at the Beauty in Science website.
Final thoughts on medical spa branding
While clients may experience with your medspa in a variety of touch points — your logo, website, spa interior design, the way their initial consultation feels — it’s all part of your brand. Working with a strategic designer means everything flows from the same foundation, so everything works together to enhance your clients’ experience.
The Beauty in Science project shows us that it’s all about leaning into what makes you, YOU. It’ll make you stand out from competitors and be remembered. All of your marketing efforts points back to your brand and website, so why not make sure they’re the best they can be?!
Ready to elevate your medspa’s branding?
Book a free brand review with our Creative Director, Kathryn Joachim. During this call, you'll have the opportunity to discuss your specific branding needs and goals, as well as learn more about our signature custom branding process. Whether you're looking to refresh your current brand or start from scratch, Kathryn will help strategize on your next steps to crafting a brand and website that truly reflect the essence of your med spa.
