Objective
Create a cohesive, scalable brand system for Milan Laser that reflects its core differentiator: permanent results. The rebrand needed to modernize the brand, increase accessibility, and support performance marketing by aligning every customer touchpoint around a single, trustworthy expression. The work had to scale nationally and remain effective across acquisition, conversion, and retention.
Problem
Milan’s existing brand expression lacked cohesion. The system relied on an overextended color palette, sharp geometric shapes, and generic stock photography that conflicted with the promise of smooth, permanent results. Visual inconsistency across marketing collateral and digital experiences weakened trust and made it difficult to deliver a unified experience across a growing footprint. The brand felt busy, uneven, and disconnected from the outcome it delivered.
Solution
We simplified the brand to reflect the result. The new expression is soft, smooth, and accessible, reinforcing Milan’s position as the most effective provider of laser hair removal for permanently smooth skin. The color palette was refined and restrained, sharp edges were removed in favor of fluid forms, and photography was elevated to feel human, confident, and credible. Milan was intentionally positioned away from exclusionary, luxury-driven competitors by emphasizing effectiveness, medical expertise, and authenticity.
Process
The work began with defining a clear brand insight and positioning rooted in permanence and trust. From there, I developed the brand architecture and verbal identity frameworks to ensure clarity across services, messaging, and tone. I led alignment across stakeholders through clear briefs, structured reviews, and ongoing checkpoints while contributing hands-on design work to maintain quality and cohesion.
The visual identity system was built as a set of scalable building blocks. This included iconography, motion design principles, animated brand stickers, and restrained vector and gradient elements that reinforced softness without visual noise. Every element was designed to work together, reducing one-off execution and increasing consistency across channels.
The system was applied across all major touchpoints, including marketing collateral, landing pages, and digital experiences. Personas were developed to ground creative decisions in real customer needs, ensuring the brand remained approachable and relevant. The result was a connected experience from the top of the funnel through purchase, with consistent cues that reinforce trust and effectiveness.
Results
The rebrand created a unified brand system that scales across hundreds of locations and channels. Marketing assets, landing pages, and performance creative now work together as a single experience rather than disconnected executions. This consistency improved clarity, reduced friction, and strengthened brand recognition.
From a performance standpoint, the new system contributed to increased year-over-year leads, improved landing page conversion rates, and stronger ROAS across performance marketing campaigns. Clearer messaging and visual alignment allowed the brand to communicate value faster and more effectively.
Internally, the rebrand established a durable foundation for growth. Teams now operate from shared guidelines and systems rather than individual interpretations, improving speed and consistency. Milan Laser is positioned as an accessible, effective, and trustworthy leader in the category, with a brand that delivers on its promise as reliably as its results.
