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    • Home
    • CAMPAIGNS
      • Brooks Brothers Holiday
      • Hailey for FILA #3
      • Hailey for FILA #2
      • Hailey for FILA #1
      • Falling In Love Again
      • FILAxBrooksBrothers
      • PLR Installment #1
      • PLR Installment #4
      • Aloft Hotels Branding
    • BRAND/DESIGN
      • Ideal Image Rebrand
      • FILA For Kohls Packaging
      • FILA Global e-comm site
      • BTS Times Square OOH
      • Sport Event & Activations
      • Capital One OOH
    • ARCHIVE
      • Reel
      • FILA Style Campaign
      • 50 Years of FILA Campaign
      • PLR Tennis Campaign 2
      • PLR Tennis Campaign 3
      • Performa Editorial 1
      • Performa Editorial 2
      • FILA Global MX Editorial
      • FILA Global UK Editorial
      • FILA Global DK Editorial
      • FILA Global CN Editorial
      • FILA Global US Editorial
      • FILAxChrisBevans Campaign
      • FILA Holiday Editorial
      • FILA [Fake] Fur Editorial
      • FILA Slides Editorial
      • FILA Disruptor Editorial
      • FILA Prep Editorial
      • FILA Tie Dye Editorial
    • INFO
      • CONTACT
      • ABOUT
  • Home
  • CAMPAIGNS
    • Brooks Brothers Holiday
    • Hailey for FILA #3
    • Hailey for FILA #2
    • Hailey for FILA #1
    • Falling In Love Again
    • FILAxBrooksBrothers
    • PLR Installment #1
    • PLR Installment #4
    • Aloft Hotels Branding
  • BRAND/DESIGN
    • Ideal Image Rebrand
    • FILA For Kohls Packaging
    • FILA Global e-comm site
    • BTS Times Square OOH
    • Sport Event & Activations
    • Capital One OOH
  • ARCHIVE
    • Reel
    • FILA Style Campaign
    • 50 Years of FILA Campaign
    • PLR Tennis Campaign 2
    • PLR Tennis Campaign 3
    • Performa Editorial 1
    • Performa Editorial 2
    • FILA Global MX Editorial
    • FILA Global UK Editorial
    • FILA Global DK Editorial
    • FILA Global CN Editorial
    • FILA Global US Editorial
    • FILAxChrisBevans Campaign
    • FILA Holiday Editorial
    • FILA [Fake] Fur Editorial
    • FILA Slides Editorial
    • FILA Disruptor Editorial
    • FILA Prep Editorial
    • FILA Tie Dye Editorial
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    • ABOUT

BRAND REFRESH

IDEAL IMAGE

Ideal Image, one of the nation's premier medspas with 140 locations spanning the US, has transformed from a brand with strong awareness but inconsistent storytelling into a unified, modern force in the aesthetics space.


Through a comprehensive brand refresh, we rebuilt our entire go-to-market messaging strategy to ensure consistency across all channels and communicate with purpose. The result: a polished aesthetics brand that isn't afraid to make loud statements while staying genuinely human. Editorial sophistication meets real connection, delivering an experience that's distinctly, unmistakably Ideal Image.

SEE REFRESH DECK

Repositioned brand achieved a 38% share of voice, driving 26% brand lift

BRAND TONE

VOICE OF EMPOWERMENT

We built a unified brand voice that's smart, empowering, bold, confident—and yes, fun. The kind of voice that speaks with medical authority but isn't afraid to have personality.


Our approach was intentional: confront the taboos around aesthetics head-on. We wanted clients to feel seen, supported, and unapologetic about what made them comfortable.  We stopped tiptoeing around what we do and started saying it plainly, provocatively, and with confidence.


 Our voice balances expertise with edge, giving clients the credibility they need and the empowerment they deserve.


"We don't worry about smile lines, we've got Botox®"

STRATEGIC MESSAGING ARCHITECTURE

To get all our channels in sync, we redesigned our entire DTC messaging strategy from the ground up. We created strategic messaging pillars—each designed to drive a specific result—and defined clear attributes that would get us there. The outcome was a clean, predictable messaging framework built on best practices and performance data. This structure enabled us to turn around assets faster, giving us the bandwidth to significantly increase content output while maintaining consistency and impact across every touchpoint.


SAMPLES PILLARS BELOW

PROMOTIONAL

INSTITUTIONAL

PROMOTIONAL

 Prompts quick consumer action—primarily conversion.  

EDUCATIONAL

INSTITUTIONAL

PROMOTIONAL

  Delivers informative content that informs and empowers confident decision-making.

AWARENESS

INSTITUTIONAL

INSTITUTIONAL

 Introduces consumers to our services through benefit-led, solution-oriented messaging.  

INSTITUTIONAL

INSTITUTIONAL

INSTITUTIONAL

Builds trust by positioning our organization as a leader in aesthetic treatments.  

The mission-driven strategy & breakthrough creative lifted engagement by 77%

BRAND REDESIGN

MEDICAL MEETS EDITORIAL

Our refresh brought bold, editorial design—strong typography, unapologetic expression, and a voice that's smart, empowering, and confident.


By pulling cues from lifestyle brands, we struck the right balance between medical credibility and editorial appeal, allowing clients to trust our expertise while experiencing a brand that feels approachable and genuinely relatable.


Every brand element works in harmony to create a cohesive experience across all channels—where editorial sophistication meets bold expression. Strong typography, striking visuals, and confident messaging unite to form a brand that isn't afraid to make statements.

From digital to print to in-clinic touchpoints, every execution feels intentional and unmistakably Ideal Image.

TYPOGRAPHY

We kept Ideal Image's heritage font but restyled it for a modern, editorial feel. The execution is intentionally magazine-like—short phrases, sharp hierarchy, and strategic emphasis on key words that grab attention and guide the eye.


Our typography serves a purpose: guiding consumers effortlessly through brand expression, offers, and calls to action. The attention to detail ensures information is never just readable—it's scannable, striking, and designed to stop the scroll.

WEBSITE RELAUNCH

INBOX, REFRESHED

We brought the brand refresh to life in the inbox, transforming our email experience to be as bold and engaging as every other touchpoint. But we didn't stop at aesthetics—we audited our highest-performing emails, identified what was working, and built new templates that made execution turnkey. 


The result: emails designed with live text, optimized for Google AI, and built to perform consistently while maintaining the elevated, editorial feel. 

ADVERTISING

AWARD WINNING RESULTS

We brought the brand refresh to life in advertising that sparked conversations and drove real results. Our campaigns went viral, earning industry recognition and delivering a 77% increase in social engagement and a 38% lift in click-through rates. But beyond the numbers, we gave consumers something they hadn't experienced before: a cohesive, consistent story that evolved seamlessly across every touchpoint. Every ad felt connected, intentional, and part of a larger narrative that reinforced who Ideal Image is and what we stand for.

GOLD AWARD

BRAND REFRESH 2025 MARCOM

SEE REFRESH DECK

CREDITS

VP CREATIVE

Daniela Del Percio

ART DIRECTORS

Elizabeth Scafuto, Melanie Lozoya, Heather Brown, Chelsea Calnan, Mannie Rabara

COPYWRITERS

Lauren Migliore, Kim Yang, Taylor Coltellaro

CONTENT CAPTURE

Josh Pestka, Photograhy

Pierce Jackson, Video

+ Stock Content

PRODUCTION

Jean Jarvis // Area 1202, Production


OPS DIRECTOR

Amy Gray

ALSO CHECK OUT

BROOKS BROTHERS

FILA PLR TENNIS INSTALLMENT #1

FILA FOR KHOL'S ACCESSORY

HOLIDAY CAMPAIGN

FILA FOR KHOL'S ACCESSORY

FILA PLR TENNIS INSTALLMENT #1

FILA FOR KHOL'S ACCESSORY

BRAND ID & PACKAGING

FILA PLR TENNIS INSTALLMENT #1

FILA PLR TENNIS INSTALLMENT #1

FILA PLR TENNIS INSTALLMENT #1

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