Strategy and Luxury Branding for MedSpa in Lehigh Valley, PA
Services
The Challenge
IRIYA Wellness & Aesthetics founders, pharmacist and medical doctor wife + husband duo, set out to create a medical ecosystem that provides a curated experience for the individual, facilitates self-care for the busy individual, as well as provide aesthetic services. In the near future, they anticipated having their own skincare line, so attention to possible product packaging design was important.
Before everything could come to life, they needed a strong brand strategy and brand identity to get them started on business loans, leases, and construction.
project details
Phase 01: Brand Strategy
Before a single sketch was drawn, we started with several brand strategy workshops. This allowed us to flesh out the goals of their audience and how the brand’s services met their needs.
We also discussed sales objections and how to ethically (and preemptively) overcome them with their brand messaging. In addition, we conducted SWOT analysis (strengths, weaknesses, opportunities, and threats) on each of their competitors to ensure they could differentiate themselves from their competitors, and fill any gaps in the market.
This phase ended with a moodboard that represented their brand’s personality, as well as the owner’s tastes in design.
Phase 02: Brand Design
After the moodboard was approved, font and color exploration continued.
After a some refinements, the IRIYA brand came to life with warm, earthy tones as well as upscale typography.
Their logo has a drop shape element, which is a nod to the IV therapy drip and floatation therapy (aka sensory deprivation). We also have a custom brand icon that represents the three initials of the brand name.
With this elegant look, they are able to attract their ideal clients to joining their email list while their clinic is under construction.
Results
Custom illustration creating the brand icon that represents the brand name:
IRIYA Wellness & Aesthetics brand icon
An uppercase ‘I’ representing IRIYA
An uppercase ‘W’ representing Wellness
Upside-down ‘A’ representing Aesthetics
Why They’re Raving Fans
Branding they’re proud of
Their new branding appropriately attracts aesthetic clients seeking an upscale experience in Lehigh Valley.
While they’re under construction, they have a simple landing page for a website, where they collect email addresses interested in hearing updates about their grand opening.
The owners of IRIYA Wellness & Aesthetics feel proud, accomplishment, and excitement about the next chapter of their business.
Clarity on their next steps in opening their spa.
Their 40+ page Brand Strategy Guide is a blueprint of their brand, including the brand mission, brand vision, as well as the brand personality and brand values. This helps them hire individuals with like values, and guides them on how the brand should sound and feel like when interacting with patients.
Their 40+ page Brand Style Guide is a blueprint of their brand’s aesthetics, ensuring perfect color matches from print to wall paint color and wallpaper.
