The Laser Clinic
Branding • Identity • Website Design • 2017
Laser hair removal companies have been using women's sexualized bodies to sell their services since... probably since the very first clinic opened.
Often, women in these ads are oiled up, in skimpy bikinis, or even naked (with strategically placed limbs—usually). They always seem to be tanned, hairless, stick thin, and clearly subjected to the male gaze. You'll find page after page after page of laser hair removal ads objectifying women—just do a quick search.
So when we were tasked with creating a new brand for The Laser Clinic, I was dead set on creating a brand that spoke to the company's dream customers—without relying on sexualized imagery.
That's exactly what I did in The Laser Clinic's new brand. By focusing on textures, trendy colors and effects, imagery focused on doing what you want to do instead of objectification, and a new tagline: Take Control, I created a brand that speaks to women choosing to be their own heroine instead of the viewer's fantasy.
Work created at Hoot Design Co.
The Laser Clinic's old site was seriously outdated.
Beyond the old branding, the old site featured text effects and blurry imagery straight out of... 2002, maybe? (See pics on the HDco blog post).
The Laser Clinic's new site is focused on streamlined usability, on-brand copy, screen-responsive layout, and, most importantly, driving the viewer to take action and become a client!
Collaborative Content Marketing
Content Director, Lead Editor, Copywriter
Once you have your content creation process down, bringing other people along for the ride isn't always easy.
Directing written and art content for The Laser Clinic was (and continues to be) a great opportunity to gain collaborative experience.
To produce website copy, I worked as lead editor—writing some content, but largely overseeing and offering editorial direction to additional copywriters.
To produce content marketing articles, I also work as lead editor—structuring content before handing it to copywriters, then offering editorial direction. I write original copy as necessary for our workflow.