Santé MD
SantéMD came to us with an existing identity that no longer reflected who they were or who they wanted to attract. The brief called for an aggressive rebrand: new logo, messaging, brand identity, packaging, advertising campaign, and digital strategy. I owned the overall visual strategy, execution, and stakeholder communication throughout.
PROJECT DETAILS:
Brand Identity & Packaging Design
Roles:
Design Director
RECOGNITION:
Award Winner, Corporate Identity, Collateral
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brand IDENTITY
The strategic foundation: reposition SantéMD as an "oasis for transformative beauty, health, and wellness." The client's direction was clear — they wanted to look high-end but feel attainable, and they wanted real people, not stock imagery. I developed a sophisticated identity system that was bright, clean, and built to empower rather than objectify: a complete departure from the previous brand that the client embraced immediately.
Packaging Design
The strong response to the new identity led directly to a packaging engagement for SantéMD's proprietary skincare line. I designed a full suite of product packaging and branded merchandise — shopping bags, spa towels, collateral — all carrying the new identity's bright, clean aesthetic through to the physical touchpoints.
