The Objective

A re-brand for a premier plastic surgeon (Richard J. Brown) in Scottsdale, Arizona. Their new brand paints a more compassionate and welcoming picture of their practice. With a focus of bringing in clients that were previously uneasy about going under the knife or wary of the stigma that plastic surgery carries.

Mood Board & Personality Traits

Competitors, goals, and client profiles were all assessed to come up with 8 projected personality traits to aim for in the construction of the brand. Mood boards were created based on these traits to further assist with imagery and color.

Compassion

Empowering

Experienced

Positive

Thorough

Inviting

Devoted

Adept

Behind the Form

The logo mark is reminiscent of both a butterfly and the symbol for infinity; touching on the two main characteristics of the intended brand – Compassion & Empowerment.