New Life New Image came to Treadaway with two critical pain points: to re-focus the company in the right direction and to instill a sense of professionalism and capability — all while balancing an aesthetic that competes with the trendy, albeit less experienced medical spas. The goal of our work with New Life New Image was designed to create a memorable brand experience for their customers that made them first feel better then look better while feeling taken care of and safe.

By putting New Life New Image through our Strategic Branding Framework™, we reimagined the communication framework for every piece of their brand. Every word choice came under this new strategy to communicate the luxury of the brand experience — customers were no longer patients but ‘clientele’, services were no longer procedures but ‘treatments.’ Part of our strategy was also to highlight the core differences between the New Life brand and its competitors by focusing on creating a long-lasting beauty and confidence regime.

The new vision, mission, and values statements were deployed through a strategic messaging architecture starting from basic positioning through to key messages down to specific brand elements of Education, Enhancement, and Empowerment.

The new visual identity system was designed to illustrate a luxury and modern treatment center — one that doesn't feel overly medical — but instead feels like a restoration and rejuvenation destination. By engaging with the concept of modern luxury and progressive medical treatments, we focused on keeping the logotype straightforward with an emphasis on "New Life" as the abbreviated naming system. We balanced out the length of the name by creating a visual hierarchy with New Image below and areas of treatment above the main title.

With a comprehensive service list with extensively varying price points, we knew we also needed to differentiate the service lines of the company to create multiple entry points for new clientele. The alternate marks lend themselves to the situation and the evolving buyer journey: Skin Bar, Beauty Bar, and The Signatures.