The brief
Signal the opposite of an aggressive med-spa — quiet, considered, evidence-based, slow.
A self-set brief for a London skin & aesthetics clinic. The category is dominated by countdown timers and pre-and-post photo grids that read as pressure-sell. We wanted to test the opposite hypothesis — that a calmer site converts the patient who has been weighing the decision for months.
What we built
Editorial type, treatments-as-menu, consultations as advice not pitch.
- A treatments grid where prices and notes read as advice, not pitch.
- A consultation flow that explicitly says "no obligation to book".
- No before/after stock photography. Type carries the brand.
- Mobile-first booking CTA that does not interrupt reading.
Status
Concept demo — live preview embedded above. Available as a starting point for a real engagement.