Challenge:  A New Shape, a newly opened business, needed a strong brand identity that reflected the company’s unique service as well as the owner’s vision. Marcie, the company’s owner and operator of the Zerona laser, wasn’t bringing in any new customers beyond her chiropractic patients. Marcie had a goal of 8-13 new customers per month to make the company profitable and needed somewhere to send people that wanted more information about the weight loss service she was offering. The website needed to be educational and inspiring and ultimately bring in new business.   Strategy:  Steering clear of marketing-heavy weight loss programs that lack authenticity, my approach to A New Shape was to capture new customers with a holistic, spa inspired identity. I focused heavily on the individualistic approach of A New Shape’s owner, Marcie, who operates out of her home in Minneapolis. With some on-location photography, I aimed to show prospective customers that the experience they would have with Marcie would be relaxing, painless and self-reflective. Multiple lead captures throughout the site would help ensure that prospective customers would not hesitate to contact Marcie for a free consultation.   Results:  Ultimately I was able to create an identity for A New Shape that was fresh and feminine, far from the sterile feel that invokes plastic surgery. A New Shape’s website features this branding along with a simple, clean layout that clearly communicates the science behind the Zerona laser. The website answers any questions prospective customers may have about the procedure, while also encouraging they reach out to Marcie directly for a free consultation. To further encourage new business, I created a Facebook and Instagram account with paid ads & subsequent calendar.
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