Industry
Healthcare
Project Year
2020
Timeframe
7 Months
Ballert Medical Aesthetics
In 2019 we were approached by Dr. John Ballert. He had just purchased Wheeler Wellness Center, a local spa in Paducah, KY, and had a grand vision for what it could be.
The Challenge
Dr. Ballert imagined a total rebrand of the business as a medically based spa. As a board certified ENT and plastic surgeon, he wanted to incorporate non-surgical treatments into the skincare procedures already offered at the spa. After completing our comprehensive research process, we uncovered deficiencies in the Wheeler Wellness brand.
Primarily, Wheeler Wellness was using dated branding that was not representative of the culture of the new business. Additionally, their website was outdated and messy, with multiple inconsistencies and low quality images throughout. These issues ultimately weakened the brand’s credibility and made it difficult for potential clients to connect with and trust the business.
The Solution
A rebranding is a massive undertaking. It’s more nuanced than starting from scratch, as we didn’t want to alienate the existing customer base and create confusion. Dr. Ballert had a clear vision, seeking to rebrand the business as a safe environment where people can combat aging and address the health of their skin, their weight, and their overall appearance all in one location. In order to transition Wheeler Wellness Center to Ballert Medical Aesthetics, we started with a brand promise:
“Life has a way of taking a toll on the body that results in a lack of confidence and struggle in everyday life. With a free one-on-one consultation and a specialized treatment plan, our skin care experts are dedicated to helping you feel refreshed with every visit and always looking your best.”
Using this brand promise as a backbone, we embarked on a rebrand using the following steps:
- Create a new logo and brand standards for website (digital), print pieces, and business cards.
- Develop personas to represent the target audience based on research to understand industry wants and needs.
- Populate social media with content to illustrate the level of expertise offered by the business.
- Develop a marketing blueprint that will be utilized to create consistency and strength for the Ballert Medical Aesthetics brand.
The Result
After officially rebranding, Ballert Medical Aesthetics was established as the region’s expert location for beauty and wellness treatments. Taking a business from a point of transition to a point of progress is a rewarding experience for us. Innovations is very proud of the work we did for Ballert and the journey we went on together. The client was exceedingly pleased with their new identity and presentation of the business.
