top of page
Crafting patient-centric narratives for a cosmetic spa
The Client: Defy of Indiana — An aesthetics & wellness medspa in Indiana
The Brief: The client was looking to establish a website that reflected their brand ethos of defying the odds of aging and disease, to help patients achieve overall well-being. The brand offered services that catered to young as well as middle-aged men and women looking to combat health, aging and cosmetic concerns. The website copy and value proposition needed to attract, engage and convert potential customers who want to look and feel their best.
Approach
1. Starting with the customer's whys: their unmet needs and emotions that drove them to explore the brand
2. Understanding the values, expertise and mission of Defy of Indiana's care providers and the range of services offered
3. Building a brand voice that's an authentic representation of the service, while resonating with the target audience and mid-western demographic
The copy and content focused on meeting the customer where they are, addressing conflicting (yet, real) emotions around considering the brand:
-
the desire to look and feel like their best selves
-
skepticism around cosmetic results and anxiety of undergoing a cosmetic, medical procedure
Crafting the Brand Voice
.jpg)
Inspired from Torrey Podmajersky's 'Strategic Writing for UX', this voice chart helped highlight the voice attributes the brand wanted to embody with the target audience
Brand archetypes for the narrative
Experienced doctors and aestheticians who guide patients to make holistic changes in achieving their health and wellness goals.
Radiance lies in tuning into the body's innate wisdom, and they are guides who know the way.
A deeply personalized approach to providing care. Helping patients get to the root of their underlying illnesses to recover and thrive all over again.
Landing / Home pages
.png)
Miscellaneous pages
bottom of page