Project Overview

glō is a woman-owned premier medical spa in Midland, Michigan, delivering exceptional aesthetic services with kindness and care. It had grown to offer three categories of service, body, skin, and health, and it's an attainable luxury for a diverse range of people: women, men, and teenagers.

With the services expanding, it was time to "glō up" the brand.

The logo. We streamlined it to feel more MD-driven, rather than a place you go only for a massage. (See the before below.)

The system. We expanded the brand architecture by giving each arm of the business its own color, and we created icons and patterns and further defined the messaging. The delicate icons give glō more presence. They're inspired by the radiance customers expect to leave with, and they also call to mind the lasers and scientific equipment behind the procedures, which quietly supports the spa's credibility. They can be used sparingly or heavily to keep the brand balanced.

Project Brief

• Enhance an established brand without alienating current clients

• Grow the identity beyond a logo, with more visual variety and personality

• Build an easy-to-use system the owner can run day to day