pure
medical spa & wellness center
No 1 Overview
Pure Aesthetics + Wellness is a medical spa and wellness center in the coveted Newport Coast community in Orange County, CA.
Pure believes that true health is derived from a full body approach to beauty and wellness. Unlike the competition, Pure caters to the trinity of mind, body, and spirit with a thoughtfully curated list of services and complementary surroundings.
No 2Background
As life expectancy has increased, so has the population’s interest in taking control of their physical, mental, emotional, and spiritual health and wellbeing.
The urge to look and feel younger and healthier - by whatever means necessary - is a rapidly increasing trend. This is due to the emergence of affordable technological and scientific advances. Medical spas are just a single example of this up and coming, lucrative market.
The North American aesthetics industry – particularly the nonsurgical aesthetics industry – is on fire with $4B annual revenues projected to increase by 12% per year through 2024. Among other factors, this rapid growth can be attributed to:
No 3 Objective
Create a brand experience for Pure that stands alone in the cluttered MedSpa space for its:
THE PURE BRAND
MISSION: Pure believes that true health is derived from a full body approach to beauty, health, and wellness. Our mission is to help our guests restore and regenerate their inner and outer radiance so they can realize their innate perfection.
VISION: To help our guests restore the balance of their inner and outer beauty, health, and wellness through a variety of preventative and reparative treatment protocols, allowing their radiance to shine.
VALUES: Caring for each of our clients as individuals, Integrity, honesty, compassion, authenticity, encouragement, empowerment, kindness, professionalism, knowledge
SUSTAINABILITY: We feel fortunate to live and work where we do, in beautiful Orange County, CA. Pure takes pride in looking after our guests, our local community, and the environment at large. We try to set a good example, abiding by the “reduce, reuse, recycle” philosophy. We aspire to create low waste in our everyday operations by printing on recycled-content paper and conserving whatever waste we can.
TARGET AUDIENCE:
No 4Competitive Analysis
By identifying local competitors and leaders in the MedSpa space, we can compare the pros and cons of each competitor. By doing so, we can create a positive brand experience for end users.
No 5Moodboard
Branding research is formatted into a moodboard. This is the first stage of visual rapid prototyping. By establishing a moodboard, we can develop an overarching visual language for the brand that can translate over to any medium.
The theme of the moodboard is Blue Paradise. By creating an aquatic oasis, users will be transported to a space where the mind, body and spirit are relaxed.
The moodboard will drive the aesthetic feel of the brand and dictate the overall experience.
No 6User Journey
The user journey was established to determine what assets were needed to provide a seamless experience.
No 7Logo Exploration
Logos are important as they become the foundation for representing the brand identity and vision. The logo will serve as a symbol to grab the attention of users and establish a strong first impression. By creating a remarkable logo, we can establish a memorable brand through visual means and foster brand loyalty from consumers.
In the logo exploration, the goal is to illustrate water and how it can be represented in an abstract visual form.
The first option explores how water runs and fades. To channel the moodboard's 'Blue Paradise' theme, a graphic of the ocean was used.
The second option explores water droplets in a vector form - by repeating it multiple times it becomes an floral icon.
The final option was a faded watercolor mark that represents a brush stroke pausing on a piece of paper. This symbolizes the idea of taking a pause from life by being in the spa. It refers back to 'Blue Paradise' being an escape. The R has a slight kick for playfulness.
No 8Brand Guidelines
A brand guideline ensures consistency and coherence for a positive user experience. The guideline is used as a reference manual that dictates how the brand will be presented across multiple mediums.
No 9Stationery
Stationery is essential for building trust from consumers. It provides credibility for a brand and showcases dedication in taking time to do the little things right. Trust is important for ensuring consumer loyalty. Stationery can be used to build a brand by being an initial contact for users to begin identifying the visual identity. Through business cards, letters and gift bags, users will begin associating the brand to certain colors or visual content.
No 10Brochure & Spa Menus
Spa menus and brochures provide information about Pure and what services are available. Users can then schedule an appointment for the service of their choice or keep the pamphlets for personal use.
During the initial phase, research was conducted on brochures and pamphlets of competitors in the area. A few were selected to use as design references.
Final design
No 11Interior Space
As part of the brand experience, the interior space at Pure incorporates the following:
Pure will combine state-of-the-art, results-driven treatments with:
No 12Web
The website serves as a gateway to the brand. By having a digital presence, users can learn more about the services provided at Pure and schedule appointments if needed.
