Donaldson Health expanded from plastic surgery & aesthetics into functional medicine and wellness services, requiring a brand that could serve all pillars without favoring one.
The legacy brand felt dated and overly clinical, lacking the aspirational tone needed to communicate the practice's sophisticated, multi-service positioning to an affluent, wellness-conscious female demographic. The challenge was positioning heritage medical expertise alongside contemporary design language, creating a visual identity that felt both clinically credible and luxuriously aspirational. Through research into brands the target audience engaged with—Loro Piana, Lululemon, Ralph Lauren—and analysis of competitor positioning, a strategic direction emerged: "The Intersection Of Wellness And Appearance," using a fresh, minimal luxury visual language to bridge medical authority with wellness lifestyle, repositioning cosmetic surgery as legitimate healthcare within a holistic framework.
Minimal luxury aesthetic and soft classical posing transform the digital and physical experience into a sanctuary for wellness and appearance—repositioning cosmetic surgery as wellness.
Build & Execution
With "The Intersection Of Wellness And Appearance" established as the strategic anchor, the visual language was defined: a fresh, minimal luxury aesthetic using whites, creams, taupes, and charcoal greys to convey both sophistication and accessibility. The content strategy centered on a symptom-and-concern-first approach, where patient education and understanding preceded solutions, treating functional medicine with particular care given widespread misconception in the market. The practice committed to an ethical stance on patient representation—no before-and-after imagery—ensuring the rebrand communicated respect and privacy over body commodification, differentiating Donaldson from industry stigma and reinforcing the aspirational, human-centered positioning.
Results & Deployment
The rebrand launched in early 2024 and continues to serve the practice across donaldsonhealth.com, Instagram, YouTube, email, and a multi-platform podcast. The practice is now perceived as a luxury boutique and women's best-kept secret, successfully shifting from clinical to aspirational positioning. Functional medicine has doubled since inception, proving that the "intersection of wellness and appearance" messaging educates and expands patient perception of what the practice offers. Competitors have begun mimicking the aesthetic language, video production and social approach, establishing Donaldson as the new standard in the market.
PROJECT SUMMARY
Donaldson Health Brand Rebrand
Concept & Creative Direction: Corbin Thomas
Creative Director, Brand Strategist, Marketing Director
Web Design: Fort (Terry Rorbach)
Design Direction: Jackie Richardson
Content Strategy & SEO: Stephan Reed
Social Media: Jillian Birkle
Events Management: Laura Belle
Video Production: Serif Creative
Timeline: Mid 2023 – Launch Early 2024 (6 months), Ongoing to present
Scope: 80 hero images, 30 educational video pieces, 20 collateral items, brand guidelines, email templates, social graphics
Platforms: [Website Link], [Instagram], [YouTube], [Podcast - Apple], [Podcast - Spotify], Email, In-practice signage, Thought leadership speaking engagements, Paid media (Meta, CTV, YouTube, Direct Mail)
Press & Recognition: [Columbus Business First], [Columbus Monthly], [Columbus Dispatch], [RTRX Partnership]