Rebranding 101: Take a Look at How We Took Our Client’s Brand to the Next Level

Take a step-by-step look through our rebranding process for Gayoso Plastic Surgery and MedSpa!

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Meet Gayoso Plastic Surgery and MedSpa

Gayoso Plastic Surgery and MedSpa is a plastic surgery practice and Medspa here in St. Pete that has been helping patients feel beautiful and confident for over 25 years. Founded by Dr. Gayoso, with partner Dr. Beninger, they offer a wide range of services from tummy tucks, laser skin resurfacing, liposuction, and so much more.

The Challenge

In the past couple of years, Gayoso has upgraded its image and expanded its business to include MedSpa services. The business has outgrown its old branding and has had the same logo for over ten years – it was time for a refresh. Their team came to us looking for a new website, updated creative, and engaging content that reflected these changes. They wanted a logo that speaks more to their quality of work, appeals more to their ideal client, and elevates their brand.

Buyer Persona

Before we could begin with the brand refresh, we need to know who we’re trying to reach. A buyer persona is a detailed, semi-fictional profile that helps us understand our target audience. For Gayoso Plastic Surgery and MedSpa, we created Self-Care Sasha who is a workaholic mother in her mid-30s to 40s who enjoys the finer things in life. She is constantly on the move, so when she gets time to herself, she likes to unwind and relax. People like Self-Care Sasha are the ones we’re trying to reach as a target audience. Through every step of the process, we keep in mind what she will be most drawn to.

Brand Voice Development

Along with a buyer persona, we also create a brand voice guide that defines a business’s tone and language that will be used throughout all their copy. The brand voice is how your audience will perceive your business and also how your business will speak to potential patients. For Gayoso Plastic Surgery and MedSpa, we described the brand voice as inclusive, elegant, gracious, aspirational, and grounded. It’s not just about making you look beautiful on the outside, but about helping you feel your best and most confident inside as well.

Moodboarding

Once we have a buyer persona and brand voice in place, we know which direction to take their new branding in. This is where we start moodboarding. Our creative team puts together images and videos that represent the general idea we have for the logo design. For Gayoso, we created two options for our mood board. One that was more simple and modern, and let the content speak for itself. Then another more intricate option, hinting at exclusivity and luxury.

Branding and Logo Design

From our mood boards, Gayoso Plastic Surgery and MedSpa decided the more luxurious style was the best match for them. With their wants in mind, we designed and presented three logo options. We then started creating final designs based on their feedback. The chosen design features a double interlocking G’s with a flourished script, evoking a sense of a high-end, established brand. This design appeals to Self-Care Sasha, who gravitates toward brands that have unmatched quality and elegance, just like Gayoso!

Merchandise
Design

To show off their branding, we designed merchandise featuring the new logo. This included branded scrubs, bags, and shirts, everything you need to look like a member of the team! These items not only help advertise the brand but also cultivate a sense of luxury and exclusivity among the patients.

You can’t show off new branding without professional photos and videos! We took professional photos and videos showcasing their new design and merchandise. These visuals highlight the elegance and sophistication of Gayoso’s new branding, capturing the essence of the patient experience and the quality of their services.

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Photo & Video

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Web
Design

Our team updated Gayoso’s website to reflect their new branding. This included adding the new logo, updating the design elements, and incorporating the new merchandise into their online store. The refreshed website now aligns with their elevated brand image, offering a seamless and luxurious online experience for their patients.

Ready to Rebrand?

Achieve the growth you want to see with a marketing team that puts your business first. We work directly with you to provide you with the results YOU want for your brand. With your goals in mind, combined with our marketing expertise, we will redefine and elevate your business so it can realize its full potential. Download our membership guide for a more detailed look at our services and marketing memberships.