Client
Maccabi Aesthetics
Industry
Professional Services | Health
Skills
visual_identity | brand_strategy | copywriting
Tensions need to be settled
There is a lively discussion about aesthetic treatment values, and, in the spirit of the times, this is also a polarized discussion, without a clear definition of "good values" and "bad values". On the one hand, there is the question of whether plastic surgery is a feminist choice or another stage of female oppression. On the other hand, women who choose natural aging and women who choose to make a change receive criticism for their decisions, one way or another.
Therefore, it was clear to us that we would have to deal with this tension when working with Maccabi Aesthetics. A second tension is between the quality of private clinic elitism and the compromise accessible to all, from the large aesthetic companies. We embarked on a joint strategic process with these two big questions in mind.
Free choice
Recent consumer insights show that fewer and fewer products and services are purchased without a clear sense of their values and impact on the world. When it comes to a sensitive subject like aesthetic treatments, expressing a position is essential. According to our insight, Maccabi's Aesthetic perspective should be based on the notion that each of us knows what's right for her. This is where we determine the essence of the brand: "You define what is beautiful to you". It is our job to provide you with the information, the space, and the most accurate treatments so that you look as you wish. The positioning aims to break down the dichotomy in the field. With two types of solutions available: closed, expensive doctors' clubs, or more affordable, open-market compromises - Maccabi guarantees excellent medical quality to 2.5 million members and companies.
Your queen is you
A simple insight guided our visual language journey: beauty is a spectrum and subjective. It is strengthened when Maccabi Aesthetics creates an environment that emphasizes individuality. To the basic Maccabi logo, we added the word aesthetics in a clean, delicate font. We created elements of crowns and mirrors to convey the idea that you are the queen of your world, the one who chooses and celebrates yourself.
We chose the unapologetically diverse and inclusive photographic language of women and men looking directly at the camera. The minimalistic design language emphasizes respect for the patient's choice and gives her the main role in the process, with Maccabi Aesthetics as the highest quality and most professional partner.
