Swedish Plastics and Aesthetics

Swedish Plastics and Aesthetics is a plastic surgery and medspa practice based in the Seattle area under the Swedish Providence medical system. The practice combines cosmetic surgery and spa services through an all-female, board-certified surgeon team. With over 60% of patients being self-pay commercial clients, the practice needed to establish premium positioning while maintaining approachability for clients seeking both aesthetic enhancements and reconstructive care following medical treatments.

Redefining what a medspa can be

Swedish Plastics & Aesthetics entered the market with a distinct vision: combine board-certified surgical expertise and medspa services under one roof, delivered by an all-female team, backed by Swedish Providence, and designed around empathy, sophistication, and trust.

They needed a way to stand out authentically in a fragmented market where most clinics focus on either medical or cosmetic services, and where digital experiences often feel cold, clinical, or outdated. 

Brand positioning to inspire confidence

We partnered with Swedish to build the brand from the ground up, beginning with strategy and messaging that positioned the clinic as a luxury experience grounded in warmth, trust, and clinical credibility. This wasn’t about unattainable perfection; it was about helping real women reclaim confidence through care that blends surgical expertise with spa-level comfort.

The positioning focused on what made the practice truly different: the seamless integration of surgery and aesthetics under one roof, a board-certified all-female team offering both empathy and excellence, and a mission-driven environment designed to celebrate individual beauty with joy and intention.

An identity system defined by approachable luxury

We developed a visual identity inspired by quiet luxury: sophisticated, minimal, and modern, avoiding tired medspa clichés. Soft neutrals and refined typography created an elegant system that matched the energy of the physical space and resonated with the practice’s core audience: discerning, professional women seeking aesthetic or reconstructive care.

Intuitive paths for primary audience segments

The website was built with two key goals: help people find what they need quickly, and build trust through clarity and storytelling. With distinct flows for spa-goers and surgical patients, the site pairs detailed service information with emotionally intelligent messaging: removing friction from the decision-making journey.

Built on Webflow and integrated with Zenoti for service operations, the site is optimized for performance and ease of management. The result is a digital presence that reflects the same care, clarity, and credibility the team brings to every patient interaction.