I supported FIXIMST's brand rollout before the clinic had officially launched. Given only the logo as a starting point, I first created a working v1 brand guideline, because the pre-launch materials needed a clear, on-brand visual foundation.
With that foundation in place, I created a public-facing online brochure so stakeholders had a practical introduction to the clinic, its treatments, and its equipment — following an earlier online-brochure project for the parent brand, FixiLab.
When the clinic opened, I led its initial brand-content shoot — interiors, treatments, and equipment — and headed the Instagram build and branding: static posts, carousels, and reel covers. The in-house video team edited the reels.
For the Instagram launch, I used the v1 guideline and the existing brochure to build an initial design system, then planned the grid through a cross-platform QA process: one AI platform developed creative directions while another checked them, and findings were fed back into the work. That QA loop exposed parts of the original direction that weren't working for the brand, including an unused colour direction. I created and documented a revised v2 guideline — corrected palette and ratios, typography, motifs, layout rules, image direction, and applications across Instagram, web, brochure, print, and physical space — and updated the design system to match.
I developed the final launch grid against the corrected system and shipped it successfully. The first grid was produced manually in Photoshop; the revision involved repeated mechanical changes across the master file, so I automated that repetitive work and completed the final polish manually. Throughout, AI was a production aid, not an unchecked decision-maker — every output was reviewed and corrected against the actual brand direction before anything went out.
Scope
- V1 visual system built from a logo-only starting point for the pre-launch brochure
- Initial design system derived from the v1 guideline and online brochure
- Cross-platform AI QA to develop and check grid directions
- V2 brand-guideline and design-system revision during Instagram production — corrected palette, colour ratio, typography, layout, and graphic direction
- Photography direction and application rules for social, web, print, and physical space
- Pre-launch online brochure for client and public use
- Initial clinic brand-content shoot: interiors, treatments, and equipment
- Instagram account launch: statics, carousels, and reel covers
Role & collaboration
- Headed the Instagram brand build and visual direction
- Produced the online brochure, static posts, carousels, reel covers, and brand system
- Led initial photo/video capture for the clinic; in-house video editors completed reel edits
Tools: Adobe Photoshop, ChatGPT, Claude, Claude Cowork
The launch grid
Selected work shown for portfolio purposes. Client brands and claims remain the property of their respective owners.