Brand positioning, visual identity and web design for a London aesthetic nurse based in Harley Street.
Overview
Emma Wedgwood Aesthetics is an aesthetic nurse specialising in laser treatments. She provides excellent and bespoke treatments to improve skin health, enabling people to feel their best while being heard and understood.
The challenge
After more than 20 years as a registered nurse and independent nurse prescriber, Emma was ready to expand her reach and needed a brand that would position her as the best choice for individuals that wanted to feel their best whilst being heard and understood.
Client
Emma Wedgwood
Services Provided
Branding
Brand strategy
Web design
Creative Direction
Art Direction
Photography
02.
Visual Identity
Emma Wedgwood Aesthetics is a premium, confident brand. It implies a sense of trust and knowledge. Being a personal branding, the figure of Emma is prominent in the whole social media and website photography. All the touchpoints show the USPs. The logo is elegant and clever, as is the pattern created by the stylised letters that compose “Emma Wedgwood Aesthetics." Dark green is an original uptake in an aesthetic world focused chiefly on shades of pink or monochromatic. The typeface Proxima Nova is edgy and intriguing.
01.
Brand Strategy
An essential foundation of EWA's brand is enabling customers to feel heard and empathised with, along with its brand attributes — Luxurious, Honest, and Knowledgeable. Her customers often come to her with long-term shame about acne or other skin conditions. For the brand to be successful, it had to convey EW's trustworthy nature and supportive spirit, which makes clients feel comfortable in their skin. It should also clearly communicate the company's differentiators, allowing for complete control over the niche. EW’s expertise, passion, and honesty are its key high-level differentiators.
03.
Art direction
Emma needed a collection of premium photography to use for social media. We were involved with the whole process – from planning the shoot, creating a detailed schedule, and shot list, working with Emma in selecting the models, and directing the 12 hours of a shoot day. The final product was a broad collection of photography, from Emma’s portraits to the products she sells.
04.
Website
Our interactive work began with a content audit and low-fidelity wireframes. Those allowed us to work through page goals, content, storytelling, and the customer’s journey before UI design began. Through UI design, we brought the brand to life and worked to position EW as setting the bar for being the most sought-after aesthetic nurse in London. An external developer developed the website; therefore, the final results were beyond our control. Please check the site website’s prototype here to see our original take.
Elena was recommended and what a good recommendation it was. I needed a website designing plus branding for my new company. I was completely clueless with where to begin or even aware of what I needed. All I knew was I wanted a premium product reflecting my style and values, not an easy concept to convey.
Elena held my hand throughout the entire process and managed to gently encourage and extract these details from myself resulting in a brand image perfectly matched to my business. She took care of the photographic shoot and directed the entire day. I am thrilled with the final result and receive loads of compliments on my swanky website, stationary and photos. I would definitely endorse Elena Manfredi Design and will most certainly use again should the need arise. Thanks Elena - it was a real pleasure woking with you!!!
Emma Wedgwood
Founder, Emma Wedgwood Aesthetics
In a nutshell
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