Chapter Aesthetic Studio
2023-2024 | Design, Branding
After Chapter Aesthetic Studio redefined their brand, I was brought in
to seamlessly extend this new identity across every touchpoint and communication channel. I had the privilege of stepping in to craft beautifully cohesive designs that elevated the brand’s presence across the board. From eye-catching website imagery and social media content (both paid and organic) to dynamic animations, OOH campaigns like billboards, and in-studio and event materials, I worked to ensure the new brand radiated across all assets. The result was a visually consistent and elegant design language that brought the company’s refreshed look to life in every corner of their business.
A Glimpse of the Brand
Primary Color Palette
Textures and patterns were primarily used as a border around communication to add a feeling
of artistry and humanity. The patterns, rooted in the expanded color palette, included
organic brush stroke textures and real, painterly, imperfect marks.
Core persona and target audience
Paid Social Ads
Chapter sought a fresh approach to their paid ads, as the previous campaigns had been running for an extended period. The new gender-inclusive ad campaigns I created sparked a 150% increase in conversion rates across both male and female demographics, delivering a more engaging and inclusive message that resonated with a broader audience.
Botox for Women
Laser Hair Removal for Women
CoolSculpting for Women
Botox for Men
Laser Hair Removal for Men
CoolSculpting for Men
Animated
Emails
Founding Membership invitation
Cicero studio grand opening invitation
Billboards
The following billboards were strategically placed in nine US cities, capturing attention across the Midwest and East Coast.
Video & Animation
Below are a video and several animations designed to enhance Chapter’s digital presence across studio lobbies, the company website, landing pages, and educational tutorials. The original video was created by Chapter’s ad agency, and I built upon it by designing and adding new frames to align with the launch of seasonal campaigns and new offerings. The illustrations were created by the agency, and I brought them to life through animation, adding movement to the brand’s visual storytelling.
Video used for studio lobbies, company website and landing pages
Animation depicting Botox
Animation depicting Skinwave
Animation depicting Dermal Filler
Animation depicting Tetra