Good beauty

Aesthetic surgeon Dr. Dana Miricioiu believes physical beauty is not computer-rendered perfection. It must be imperfect like characters and identities are. Dana’s definition of beauty is healthy harmony: she would never use a procedure on her patients that she wouldn’t use on herself, she’d never go for clichés, and she’d never agree to ‘improve’ something that is already right.

Having a ‘beauty’ philosophy when you start building a brand in this field is critical, and Dr. Dana Miricioiu stood by hers stubbornly as her competition started selling procedures that were ‘trendy, but not healthy.’ She would film herself applying her treatments on her own skin, and the great results would be proof of her expertise. She would write articles, speak at medical conferences, and gradually become one of Romania’s best known aesthetic surgeons.

10 years after launching her own private clinic, generically called Class MediSpa (medispa means ‘a health club that offers therapeutic treatments’), we started working with Dr. Dana Miricioiu to help her update her brand. Her visual assets had been developed in-house when the clinic launched, and Dana felt they didn’t demonstrate the same quality level as her services.

After talks with her and our own desk research, we soon realised her own fame outshone her cabinet’s. As she continued to be the key doctor in her clinic and there were no plans to change that, we recommended replacing the undifferentiating Class MediSpa with her own name - Dr. Dana Miricioiu. Finally, to place an emphasis on Dana’s philosophy, we recommended the introduction of a new slogan: Good beauty.

The visual identity shows an imperfect, yet harmonious and organic D monogram moulded in skin tones. The visual style plays with the same type of shapes, illustrating different parts of the body – none of them perfect, but still harmonious, thus demonstrating Dana’s own vision of beauty.