Shaping a Med Spa Identity

In a space often defined by sterile visuals and clinical detachment, Dermalogica took a more human approach. I led the creative and strategic development of the brand’s Med Spa identity, bridging our professional skincare legacy with a modern, lifestyle-driven vision for medical aesthetics. The result was a credible, connected, and distinctly personal brand experience that drove 25% growth in its first year.

Expanding Dermalogica into Med Aesthetics:

A woman in a brown jacket talking to a woman in a white lab coat at a consultation desk with skincare products on display.
A woman receiving a facial treatment with a skincare product and a healthcare professional wearing gray gloves applying serum to her forehead.
A woman with blonde hair and blue eyes gently touches her face with her hands, wearing a light-colored sweater and a gold necklace, with a mirror in the background.
A person receiving a cosmetic or medical treatment on their forehead with a handheld device, while lying down with a headband, with a practitioner wearing gloves and a uniform labeled 'dermalogica PRO'.

Dermalogica PRO enhances, not replaces medical aesthetic care. Our strategy is built on three core pillars:

Close-up of a hand holding a dropper dispensing a golden liquid onto a person's skin, with text overlay promoting dermatologica PRO skincare benefits.

  • Dermalogica PRO enhances advanced treatments by strengthening skin, reducing downtime, and boosting results.

  • Patients return where they feel seen and supported. Dermalogica PRO empowers Med Spas to build trust through personalized treatment plans, expert-guided product integration, and a connected care experience that extends well beyond the procedure room.

  • Globally recognized and consumer-trusted, Dermalogica PRO offers instant credibility and tools for long-term success.

Visual Identity

I defined a cohesive visual system for Dermalogica PRO’s Med Spa identity, balancing clinical authority with lifestyle relevance. From lighting and tonal control to material textures and the deliberate framing of hands, gloves, and tools, each element reinforces credibility, precision, and human connection.

Woman with short hair, wearing a beige sports bra and dark pants, holds a towel over her shoulder and a container labeled 'Dermalogica PRO' in her hand, indoors.
A hand wearing a black glove holding a gray Dermalogica PRO pen with a digital screen displaying '7.4'.
Four gray skincare bottles on a marble-topped round table in a bathroom or skincare setting, with shelves and towels in the background.
A medical professional examines a woman seated on an examination table in a clinical setting.
A medical professional wearing gray gloves administers a Botox injection to a person's forehead.
A woman with long wavy blonde hair and blue eyes looking at the camera, wearing a light pink sweater against a neutral background with curtains and skincare products.

To create visual consistency and brand recognition, I defined a set of ownable camera angles that balance clinical credibility with human connection across all Med Spa content.

  • A woman with medium skin tone receiving a facial injection while lying down, with her eyes closed. A medical professional wearing gray gloves is administering an injection to her forehead using a small dropper bottle.

    Overhead

    Captures the treatment setup with balance and symmetry. Ideal for showcasing product application and post treatment results.

  • A medical professional wearing black gloves dispensing a liquid medication onto a person's neck.

    Macro Tools & Application

    Highlights product texture and tool precision; essential for conveying clinical efficacy.

  • A person, wearing black gloves, scooping wax into a small plastic container, with a person's face in the background, lying on a bed or table.

    Over the shoulder

    Frames the practitioner’s expertise and the treatment interaction from their POV, bridging professionalism and human touch.

  • A woman lying on a treatment bed with her eyes closed receiving a facial treatment, with a beautician applying a facial mask or peel on her face.

    Client Profile

    Focuses on the client's facial expression and hands in action, adds emotional connection and trust.

Tone of Voice

Dermalogica PRO’s Med Spa voice is grounded in clarity, connection, and clinical confidence. Designed to resonate with both professionals and patients, the tone is expert-led but always human.

  • Balances science-backed authority with warmth, speaking to professionals and clients in real, approachable language.

  • Each message delivers clinical value in a straightforward, unfiltered way—without fluff or filler.

  • Focuses on outcomes and care not overclaims. The voice elevates practitioner expertise while keeping the patient at the center.

A woman in a white coat sitting across from a smiling medical professional at a consultation office.
“In an industry of overpromises and sterile messaging, Dermalogica PRO’s voice stands apart, translating clinical expertise into real, human impact.”

From trade show booths to live treatment demonstrations, the visual system translated into high-impact sales tools. Product displays, digital screens, educational content, and spatial design worked together to create a cohesive, authoritative presence on the clinical floor.

Activated in Market

The Team Behind the Vision

Dermalogica team leads: Hannah Diffenderffer

Video Director: Jade Yuan

Photographer: Patrick Yandoc