Under sole new ownership after eight years, an established Massachusetts med spa needed a brand refresh, a complete website overhaul, and a re-architected e-commerce shop to replace outdated coding and a flat product catalog. We delivered a luxury-toned rebuild with mega-menu navigation, AA-accessible color work, and a category-organized shop.
An eight-year-old aesthetics + wellness practice in an affluent area south of Boston, recently transitioned to sole ownership. The team had already switched scrubs from teal to dusty mauve — the digital presence hadn't caught up.
The brief had two halves: refresh the identity for the new chapter without losing existing patient recognition, and completely rebuild a near-decade-old website with outdated code, off-brand visuals, and an e-commerce shop scrolling 20 products per page with no categories.
The old site was hand-coded, slow, and bland. Copy didn't reflect the white-glove experience clients actually received. The shop was a single grid of 20 products per page — finding a moisturizer required visually scanning past every cleanser, serum, and SPF.
The teal palette no longer matched the in-spa experience. Logo recognition couldn't be discarded entirely — existing signage and patient loyalty depended on continuity.
The new palette is neutral-toned, accented with a darkened blossom pink tuned to clear WCAG 2.0 AA contrast on small and large text. Logo variations bridged the old mark to the new — patients recognized the brand instantly.
Site copy was rewritten by an OffScript copywriting partner and paired with brand videography (Diamond Hands Media) for sales-conversion impact. Custom post types organized Services, Promotions, VIP Collections, Events, and Concerns. Mega menus distinguished services from the shop. WooCommerce was re-architected by category (cleansers, moisturizers) and by skin concern, with a custom shop landing page using a different brand-color application to distinguish retail from services.
The new chapter shipped with a brand existing patients still recognized, a website reflecting the white-glove in-room experience, and a shop where finding a product takes seconds instead of minutes.