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Halo Esthetics

Branding & Website Design

Halo Esthetics is a medical spa located in Golden, Colorado. Shelly, Licensed Medical Esthetician and owner of Halo Esthetics, had a vision that she needed to bring to life. That’s where I came in.

The Creative Process

The creative process is a critical step of properly taking an idea and making it something real. To bring my client’s business to life, I managed and directed the process of defining Halo Esthetics’s brand identity. I also led the design process of creating a cohesive user experience & user interface (UX/UI) in order to satisfy my client’s business needs.

Ultimately, I defined a functional brand identity with digital integrity. My goal was to maintain an on-brand aesthetic across all deliverables so that my client’s brand essence was in harmony throughout all aspects of her business (e.g., printed collateral, website, social, etc.).

Delivered Services: Branding, Marketing Assets & Strategy, Social, Web Development, and Storytelling

Branding Services

I led the entire branding process of identifying who Halo Esthetics wanted to be and how Shelly wanted to portray Halo Esthetics as a brand to her niche market (i.e., the world of skincare and esthetics).

The following list of branding activities were executed in order to define a powerful brand essence for Halo Esthetics:

• Voice & Tone

• Brand & Mission Statement

• Biography Paragraph

• Brand Identity: moodboard, color palette, brand typeface (e.g., headers and body text), and logo design.

Brand & Mission Statement

“Confidence is key, and feeling confident is easier when you have radiant, glowing skin. At Halo Esthetics, I will give you the skin that you’ve always wanted. I specialize in anti-aging and restorative treatments that will leave your skin feeling healthy, radiant, and hydrated; more importantly, however, my treatments will leave you feeling radiant and glowing from within. Whether you want to unwind and relax with a Classic European Facial or receive medical-grade treatments such as Microneedling and PRP, I am here as your experienced Esthetician and skincare specialist.”

Brand Identity

I find this step of the branding process incredibly critical. The color palette, typefaces, moodboards, the logo—it’s all so important for the overall feel of a business entity. Here I will focus on the logo-design process and how I made my decisions each step of the way.

The top row of logos in this image was part of the first phase of creating a solid logotype. I ended up designing two different versions for the business name that we decided to move forward with. I really like the direction that this phase went, but there was still some minor adjustments I needed to make.

Originally, the new name of my client’s business was Halo Aesthetics. For the second phase (bottom row), we chose to eliminate the ‘a’ in ‘aesthetics’ because the word aesthetics expresses more of a spa-like emphasis, whereas esthetics emphasizes more of a medical approach through the services and treatments an esthetician offers. Since my client’s business takes more of a medical approach via clinical, restorative treatments, they chose to name their business Halo Esthetics.

I also decided to change the typeface of ‘signature skincare’ from Museo Sans 100 (top row) to Josefin San Regular (bottom row) for the deliverable logo—a cleaner, more-sleek vibe.

Here’s the final version of the deliverable logo that I created for the client.

Signature Skincare has further been revised to now read Clinical Skincare, better aligning with the client’s brand essence and treatment repertoire.

Marketing Services

• Printed Collateral (e.g., business cards and brochures)

• Online Presence (e.g., Google and social)

• Digital Marketing (e.g., social, email marketing, and newsletters)

Printed Collateral

In order for Halo Esthetics to truly succeed, printed collateral was crucial to best tend to my client’s patients. I designed business cards to support and expand their network—an essential aspect for any business to grow regardless of its niche. Furthermore, I designed brochures so that Halo Esthetics could have something tangible to show to their patients. Take a look at the deliverable printed collateral I provided for Halo Esthetics!

This is an example of the business cards I designed in Adobe Illustrator.

After I had finished designing them, I ordered impressive-looking prints from moo.com/us.

This is the outside and inside cover of the trifold brochure I designed in Illustrator for Halo Esthetics.

The far-right column is the cover of the brochure, which opens to the left, and the middle column is what you see on the backside while the brochure is stilled closed.

When you open up the brochure, with the cover opening up to the left, you will see the far-left column on the inside.

This is the inside of the trifold brochure once you have opened it up.

Digital is nice—don’t get me wrong—but having something tangible to hold will never go out of style.

Online Presence & Digital Marketing

I created an online presence for Halo Esthetics on social platforms and Google to better represent their brand.

Website Services Provided

• Web Design & Development

• Blog

Website Design

After the branding process of Halo Esthetics was well on its way, it was time to move forward with creating a website. I ultimately designed and developed an aesthetic, functional site for my client using Squarespace as the CMS. Take a look at the finished product by clicking on the image below! Let me know what you think; I totally appreciate any comments and/or constructive criticism.

The process of building a professional, well-designed website for Halo Esthetics was incredibly fun—I loved seeing it all come to life!

In order to provide my client with a website that best represented her brand in a suitable way and supplied her patients with reliable resources about her business, I had to do some preparation. Such preparation involved the consideration of several factors so that I could design the best product possible.

For example, the Discovery and Framing phases of optimizing the site’s user experience was crucial.

And there were several other key factors that were of utmost importance in order to further develop my client’s website: well-thought-out UX/UI design, current SEO trends & guidelines, KPIs to monitor the success of her business, mobile responsivity, and a cohesive design to harmonize with the Halo Esthetics brand identity.

Blog

I realized that creating more visibility on Google was an issue. I asked myself, "How do I drive more traffic to Halo Esthetics's website?"

I noticed that creating a blog and writing more content was considered a win in Google's eyes.

I started creating more content for Halo Esthetics in order to yield a more in-depth, dynamic website compared to the bare minimum. Thus, we launched Halo Esthetics: Shelly’s Skincare Blog.

Apart from simply providing skincare services, both prospective and current patients can better their knowledge of skincare while revamping their skincare regimen.

Furthermore, Shelly’s Skincare Blog improved the website's SEO: increased its total clicks and impressions, boosted its average CTR (the percentage of impressions that resulted in a click), and increased the average position of the site in search results.

Furthermore, establishing a more educative persona associated with Halo Esthetics gives Shelly more credibility, allowing both current and prospective patients to trust Halo Esthetics on a deeper, more-sincere level.

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