Aesthetics Hawaii

What happens when a trusted brand reaches a pivotal moment of growth? Aesthetics Hawaii, recognized as Honolulu's #1 aesthetic medical spa since 2006, found themselves facing this exciting challenge. Poised to relocate to a larger, more inviting space, the opportunity was clear—not merely to refresh an outdated logo, but to reimagine their identity entirely.

Dr. David Yew initially approached me to help expand their educational content, aiming to better inform their clients about treatments, techniques, and the underlying philosophies that made their practice stand out. But as their relocation emerged, the project evolved, demanding a broader, more holistic approach. The goal: retain the well-earned reputation of Aesthetics Hawaii while propelling their visual and emotional identity into a future brimming with potential.

In my role as Brand Director, I led strategic sessions, directed brand architecture, and oversaw content creation. Partnering closely with my brother Christopher Vinca, who skillfully executed logo design and visual elements, we aimed for a brand identity that seamlessly married physical presence and digital scalability.

The cornerstone of our strategy was encapsulated in three words: Caring, Uplifting, and Empowering. These became guiding principles, permeating everything—from messaging and visual elements to client experiences. The visual symbolism was intentionally meaningful: the Orchid evoked tranquility and connection to the divine; the Butterfly symbolized renewal and resilience; and the Lotus embodied purity and creation, reflecting the transformative essence at the core of Aesthetics Hawaii.

Our thoughtfully curated color palette—Mint, Bamboo, and vibrant floral hues—was chosen to reflect the spa’s serene yet joyful atmosphere. This harmony of colors captured relaxation and tranquility, balanced by invigorating energy, perfectly aligning with the medspa’s philosophy of providing restorative experiences.

A critical challenge was ensuring this new identity could elegantly transition from expansive physical signage to compact digital profiles. The resulting scalable identity ensured clarity, recognition, and aesthetic harmony in every context, solidifying Aesthetics Hawaii’s presence in the increasingly crowded digital beauty space.

Ultimately, the rebrand profoundly impacted client perception and market positioning. Aesthetics Hawaii's refreshed identity not only reinforced their established reputation but amplified it—ensuring they remain the first choice for those seeking both external beauty treatments and a deeper sense of peace and empowerment on the island.