ILLUUM COSMETIC SURGERY

Cosmetic Surgery | Novi, Michigan

THE SITUATION

After moving to Michigan, a well-known plastic surgeon from the Miami area decided to open his own practice in Metro Detroit. His vision was to help people become the best version of themselves on the inside and outside, to be accessible, and to change the negative perception of plastic surgery.

THE WORK WE DID

  • Facilitated a workshop where we uncovered brand archetypes, brand personality traits, and key differentiators.

  • Developed a brand theme of “Revealing Light” which was our creative north star for the entire brand, including the name “Illuum”.

  • Business messaging including mission, vision, core values, and purpose.

  • Created the tagline “Your best self revealed”

  • Campaign Messaging

  • Created the name “Silhouetch℠” for an exclusive service that he provides

THE IMPACT OF THE WORK

  • The brand theme and personality provided inspiration and direction for the design team to create the logo and visual elements.

  • The brand foundation including the brand voice, brand theme, and moodboards gave the web team clear direction.

Brand Strategy

Brand Platform

Visual Identity

Naming

Campaign Messaging Matrix

FROM THE BRAND BOOK

Page titled 'Why the name Illuumm?' from Illuumm Cosmetic Surgery Brand Book, explaining the meaning behind the name with bullet points about illuminating and truth about cosmetic surgery, featuring yellow sunburst icons.
Page from a brand book titled 'Illuum Cosmetic Surgery' discussing the message campaign 'Body Positivity', featuring images of a man taking a selfie outdoors, a neon sign displaying 'BODI', a woman looking at herself in a mirror in a rustic room, and a neon sign with the words 'send nudes' in pink cursive.
A printed page from a cosmetic surgery brand book displaying a market positioning chart. The chart maps various cosmetic surgery brands along axes of cost, service level, and specialty focus, with logos for Illuum, Sono Bello, Ideal Image, Lexington, Michigan Cosmetic Surgery, Star Plastic Surgery, and Mune Gowda MD FACS.
Page from a branding book discussing the 'Magician' archetype in cosmetic surgery branding, featuring images of a hand holding sparkling stars, a polishing tool, and abstract bokeh lights.
A brand book page with the theme 'Revealing Light,' featuring photos of people holding sparklers, a person pulling back a yellow curtain to sunlight, string lights, and silhouettes of people at sunset, emphasizing self-discovery and sharing light.

BRAND IMPLEMENTATION

Close-up of three women lying down close to each other with their faces touching, showcasing diverse skin tones and hair colors, with the text "Your best self revealed" overlaid.
Logo for Ilum Cosmetic Surgery featuring a large white 'L' and a sunburst design in place of the letter 'O' with gold background and white text.
Iluum Cosmetic Surgery Logo
A website homepage for a cosmetic surgery clinic featuring a woman with curly hair looking into a mirror, with text promoting plastic surgery in Novi, Michigan.
Sign and building of Illuum Cosmetic Surgery clinic outdoors with trees, bushes, and a partly cloudy sky in the background.

SEE MORE OF OUR WORK

Two people enjoying a meal outdoors under a Marygrove awning, with a table of snacks and wine.
Logo for Gatsby Cannabis Co. with a gold letter G and text on a green background.
A woman standing in the back of a vehicle, raising her arms, in front of wind turbines and a sign that says "Like no place else. Palm Springs, California."