Following their recent acquisition by The Aspen Dental Group, Chapter (formerly Rejuv), was a small med spa looking to scale the business and expand nationally. They approached us with the opportunity to develop a new brand from the ground up, which included visual identity, messaging, membership, events, and digital presence (website, social, etc.).
The brand's primary message encourages consumers to own their story by taking charge of their aesthetic journey and allowing them to envision, and ultimately reveal, the best version of themselves. Both empowering and personable, the message seeks to alleviate the trepidation or judgement that often deters consumers from trying aesthetic services.
Seen below, we created a website that defines the Chapter brand, explains each of its services in depth, and outlines the experience for new customers. The resulting creative established the brand as trustworthy, professional, and transparent—qualities we infused into every communication touchpoint, from social to print ads and beyond.
Inspired by the growing relevance of personalized products and services, we developed an interactive quiz to acclimate consumers to aesthetic treatment, define their unique areas of concern, and envision results. My Aesthetic Plan, or MAP, outlines seven treatable concerns that guests can rate in severity. The quiz results outline a brief individualized treatment plan, which Chapter employees then use to guide a discussion about cost, timing, and desired outcomes.
We developed monthly emails to announce relevant promotions, sales, or events.