The Plastic Surgery Group is Chattanooga’s first and largest plastic surgery practice, founded in 1958. In 2019, the group expanded to launch its new aesthetics division. Facing a fragmented brand architecture with multiple competing names, developing a unified strategy for all services under a single cohesive brand was crucial to strengthening their new goals.
The plastic surgery division needed a wider audience, while the new medspa needed a closer affiliation with the group. Crucially, the identity needed to communicate that the medspa was backed by licensed plastic surgeons, establishing immediate clinical credibility. Out of this vision, RefinedLooks Plastic Surgery and RefinedLooks Spa were established under the umbrella of The Plastic Surgery Group.
Taking full ownership of the design and creative direction, the hands-on execution encompassed developing a unified visual identity and branding for both entities, building a comprehensive educational website detailing every procedure, and launching integrated monthly marketing campaigns. Driving this multi-channel strategy from concept to completion required producing provider video content, social media strategy, digital and print collateral, billboards, and curated promotional events.
