Our competitive review revealed that most plastic surgery clinics used supermodel photography to reinforce societal beauty standards and highlight everything a customer was missing. Vado is a practice built around the idea that plastic surgery can help people feel empowered in their own bodies. It’s about your vision– and making that a reality. Vado is here to help you become the person you know you are.
Become who you’re meant to be.
In preparation for a regional expansion and franchising strategy, this plastic surgery clinic needed a modern brand to take them into the future. We took inspiration from fashion and health and wellness to create a brand that brings together oppositional concepts: both elevated and grounded, welcoming and refined, Vado celebrates the journey of becoming on every level.
Client
Vado Plastic Surgery
Consumer
Vado Plastic Surgery
- Brand Positioning
- Naming
- Identity
- Collateral
Brand Positioning
Naming
The clinic also needed a new name that wasn’t linked to the founder. We came up with Vado. Short and memorable, it means “I go” in Italian and relates to the idea of boldly moving forward, taking action from where you are to where you want to be. The rotated O in the logotype is a visual metaphor for evolution.
Brand Identity
The icon is a monogram of the letters that make up the brand name, and can be used as a pattern. An alternate lock up creates flexibility.
Visual Language
Photography featuring a diverse array of body types, ethnicities, and ages grounds the brand and signals that we care about real people, not airbrushed supermodels. Natural, soft neutral tones feel both elevated and grounded.
We created graphic elements inspired by the markings plastic surgeons use on the body, allowing Vado to easily appropriate stock imagery with a branded look.
