glō is a woman-owned premier medical spa located in Midland, Michigan that delivers exceptional aesthetic services with kindess and care. The business has expanded their service offerings to include three categories: body, skin, and health. glō is an attainable luxury for a diverse range of people, serving women, men, and teenagers.

With the medical spa expanding its services, it was time for glō to “glō up” their brand. We streamlined the logo to feel more MD-driven, rather than a place you go for only a massage (scroll below to see the before). We also expanded the brand architecture by defining colors for the different arms of the business, created icons and patterns, and further defined the messaging system.

New elements like delicate icons allow glō to have more brand presence. The icons are inspired by the glow / radiance customers expect to leave glō with. They also remind us of the laser and the medical / scientific equipment backing up the credibility of the procedures at glō in an elegant way. They can be used sparingly or heavily to create balance throughout the brand.

Project Goals

• Enhance the established brand without alienating current clients

• To expand the brand design system beyond simply a logo to create more visual variety and personality

• To develop an easy-to-use design system for the business owner to implement day-to-day