Case study · Wellness rebrand

Swish Aesthetics

An esthetics studio fighting a stigma: that aesthetic treatments make you look less like yourself. The rebrand had to prove the opposite before a client ever booked.

Client: Swish Aesthetics
Industry: Esthetics & wellness
Location: Queen Creek, AZ
Scope: Rebrand, visual identity, website, print

The challenge

Most aesthetics brands look clinical: white walls, cold blues, before-and-after photos. That look feeds the exact fear Swish was trying to dispel.

Their work was built on natural ingredients and a holistic approach. Nothing about their brand said so.

The approach

I took the brand out of the clinic and into nature. Forest, sage and sand in place of sterile white, with soft gold for warmth.

The mark joins three ideas in one continuous line: the S of Swish, the precision of the treatment, and a lotus for natural care. The promise became the tagline: Claim your youth.

Primary logoGold on forest green. Refined, warm, and nowhere near clinical.

The markThe S, the treatment, and the lotus, drawn as one continuous line.

Swish Aesthetics palette of soft gold, forest, sage, sand and beige, with Cleopatra and Montserrat typefaces — Color & typeForest, sage, sand and beige with a soft gold gradient. Cleopatra for display, Montserrat for text.

Swish Aesthetics homepage with four laughing women and the headline Claim Your Youth — WebsiteA homepage that leads with real, laughing faces instead of procedures.

Swish Aesthetics business cards in forest green and warm grey — PrintBusiness cards finished in gold foil on forest green.

Secondary marksA monogram and seal for the smaller spaces.

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