Ideal Image is a national medical aesthetics brand with 140 locations across the United States. To reposition the brand from the medical space into the competitive beauty and aesthetics market, I led art direction for an editorial photoshoot—from planning through on-set execution—helped redesign and build a scalable design system that works across digital, print, and in-store touchpoints, and shaped brand voice and positioning through strategic art direction and campaign development.

The outcome is a culturally current, editorially sophisticated brand experience that elevated Ideal Image from clinical service to lifestyle brand—driving 38% share of voice,26% brand lift, and 77% engagement increase while effectively scaling across 140 locations nationwide.