Advanced Plastic Surgery Institute is a Gilbert, Arizona plastic surgery and medical spa practice serving the greater Phoenix area. The practice offers surgical and nonsurgical aesthetic care in a modern, patient-focused setting.
The goal of this project was to create a clean, modern digital experience that reflected the practice’s expanded surgical center, elevated medical spa environment, and growth into a two-surgeon team, while presenting both providers as equal voices within the brand.
I start with a focused discovery process to understand the client’s brand, goals, audience, competitors, and vision for the practice, then translate those insights into a moodboard that establishes the color palette, typography, imagery, and overall visual direction.
Establishing core page templates and a scalable design system to ensure consistency across the site.
Building from the moodboard’s visual direction and the wireframe’s page structure, I developed a core style guide to define the foundation of the website redesign. This guide established the visual system for the updated experience, including typography, color, imagery, buttons, icons, spacing, and reusable UI elements.
