SAMANTHA FASANO

Challenge

Sam is a cosmetic injector based in NYC looking to start her own practice, and differentiate herself from other injectors and past practices through a website and social media rebrand.

Timeline

October 2021 - February 2022

Questions

How do we want people to feel while looking at her page? Who does her business cater to? Who is her target audience?

Outcome

A new brand guide and set of imagery that is more fact-based, and gender-neutral.

INTERVIEW

Sam wanted customers to feel welcomed, confident, and calm while visiting her pages. The primary goal of her pages is not to gain new customers, but to educate existing ones by promoting basic skin care routines, embracing natural beauty instead of conforming to media's definition of beauty, and teaching clients about heavily advertised products online. She showed me examples of pages she did not want her page to look like, which included a lot of imagery of traditionally feminine advertisements, and the use of condescending tones.

BRAND OUTLINE

It was important for us to stay away from needle imagery, as a lot of clients are afraid of needles. Sam also informed me that the demographics of her clients include those who tend to be older, in addition to men and younger women.

CONTENT IMAGERY

Based on conversations with Sam, we used mostly white background to associate with the cleanliness of doctors offices, while working with pastel accents to add color depth. The long straight lines call upon the shape of a needle, without being explicit.