Chapter Aesthetic Studio

We began with a broad look at the overall vibe of the brand. We knew we needed to bring a humanity to it; despite the product being oriented around medical and technology, we learned it’s not the outcome alone that people come to Chapter for – it’s to be heard and understood by the team – the entire experience. That comes down to the people involved.

During the initial branding phase, we established a new tone of voice, which is all about the customer, not just the services, and this laid the groundwork for the rest of the strategic direction. We reworked the core narratives: the mission, vision, and positioning, again moving toward a more empathetic approach based around the customer, or – Guests, as they came to be referred to.

Everything was laid out in an extensive document, including in-depth profiles (personas) for the target audience, alongside the types of content used for each.

Later, we honed visual components, including logos, typography, color palettes, and photography, built around a fresh, relatable aesthetic. Our objective in the new look was to shift CHAPTER away from fleeting trends and mainstream beauty standards to ensure universal appeal and, in particular, resonating with mid-40s women. We introduced a method of authentic storytelling and real testimonials to highlight not just CHAPTER experiences but by openly discussing it, reducing the stigma attached to wanting to make a physical difference to oneself.

Aside from the core service offering of aesthetic treatments, CHAPTER also offers a range of additional services, including memberships and a university training platform. Historically, these had been ‘bolted on’ to the existing core identity and, as such, began to look disjointed from the rest of the Chapter brand.

We worked to align all the sub-brands in a cohesive form with a unifying motif (built around the Chapter book symbol) and dedicated color palettes and labeling systems.

The result was a rigid yet versatile toolkit of assets that tie all areas of the business together more closely across all social and digital platforms.

The previous branding for Chapters had a bright, cutesy color palette that felt too trendy and unrelatable. The guidelines were also hard to implement. We’ve since designed a new color system with a clear hierarchy and patterns that are cohesive and more elevated in order to appeal to a broader audience. The new colors also delineate the sub-brands and the main brand and close attention was paid to ADA compliance across digital platforms. This progression provided an entirely new, consistent feel without overhauling physical store designs.

Everything has been complied into The New Chapter brand identity which is a 100+ page guidebook covering writing styles, graphic design, typography for various applications including print, digital, and social media. It also provides detailed guidelines for photography and iconography, complemented by sample templates.

Tasked with creating a campaign concept that leverages the theme of books without resembling a library or book club, our agency embarked on a fun illustrative project. We crafted a “Paperback Book Cover” series, where a pastiche of a well-known book style or specific work represented each service. This approach allowed us to highlight the services with a touch of playfulness, steering the brand away from a typical clinical or beauty approach. It also served to simplify the perception of our services, presenting them as accessible rather than daunting. Moreover, the theme offered a limitless well of inspiration, perfect for dynamic social media content and advertising campaigns.