The Aesthetic Society
How I helped The Aesthetic Society rebrand their organization and reframe the conversation around plastic surgery.
The Objective
ASAPS (now The Aesthetic Society) membership was on the decline. They were struggling to attract the next generation of aesthetic plastic surgeons to their organization because their brand name, identity, and messaging was no longer relevant.
They also lacked public awareness, which made it difficult to fully deliver on their mission to improve patient safety. Patients weren’t engaging with their educational materials or understanding the importance of choosing a board-certified plastic surgeon who is an Aesthetic Society member.
The Driving Insight
Plastic surgery provides more than just a physical change. When in the right hands, it has the power to transform a patient’s life.
The Challenge
An explosion of cosmetic surgery practitioners was clouding the distinction between the qualified and the unqualified, turning a positive life-altering decision into a life-threatening one. We needed to find a way to communicate we are a step above the rest without putting others down.
Brand Point of Difference
Aesthetic Society members are board-certified plastic surgeons who specialize in aesthetics. Membership is an opportunity for qualified plastic surgeons to further their training and education so they can provide safer and more effective patient care.
The Strategy
Set a new benchmark for what makes a qualified plastic surgeon.
The Solution
A scrappy, yet effective full-service branding package customized to their specific needs and budget.
A compelling brand strategy that reflects member concerns and what is happening in culture.
A new name that is more inclusive of the broader aesthetic industry and better represents who the society is today. By leaning into “Aesthetic,” they were able to distinguish itself from imposter surgeons who tainted the alternative category name “cosmetic.” Plus, The Aesthetic Society is much easier to remember and say than its former “American Society of Aesthetic Plastic Surgery.”
A new logo that honors the past treatment but with a new modern and distinctive approach (in partnership with Exploratory).
A unified visual identity that better reflects today’s aesthetics and the society’s vision for the future (in partnership with Exploratory).
A flexible, yet unified brand campaign that resonates with various audiences - members, prospective members, industry, media, patients, and the public.
Web strategy and copywriting that relaunched the brand, increased brand relevance, and connected patients to qualified surgeon members.
Award-winning branded content that helped them claim a visible place in culture and change the conversation around plastic surgery. The “Beyond The Before & After” docu-series evoked a new understanding of the emotional impact plastic surgery has on patients’ lives and the importance of choosing a qualified aesthetic plastic surgeon.
The Results
I helped solidify The Aesthetic Society’s place as THE leader in aesthetic advancement and patient safety. They are an organization members are proud to be a part of and one aesthetic professionals aspire to join. Furthermore, they were able to build a deeper connection with patients, helping them navigate their aesthetic plastic surgery journeys more safely and confidently.
Increased brand awareness
Increased brand relevance
Increase in membership applications (68%)
Increased web traffic and engagement
Increased Instagram reach (111%) and engagement (113%)
Increase in partnership funding
Webby Honoree Awards for Kase and Eva docu-films (in a category with Google and Nivea)