Turning a New Leaf

New Leaf Cosmetic Clinic wanted to expand beyond traditional cosmetic and aesthetic services, and aim to capture a growing demand: menopause support for women seeking both aesthetic and well-being care.

Their existing identity and website spoke to cosmetic treatments; now they needed a redefined brand, messaging, and digital presence that reflected sensitivity, trust, and holistic support.

We partnered with New Leaf to design a new brand identity, messaging framework, and website UX tailored around menopause support

The goal: help New Leaf transition from a “cosmetic clinic” to a “trusted wellbeing & menopause-support clinic,” while retaining their aesthetic-care roots.

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Our Approach

Brand Identity & Positioning

Conducted stakeholder workshops to define New Leaf’s new mission: ‘Combining cosmetic confidence with menopause-era wellbeing and support’.
Developed a brand voice that is empathetic, reassuring, and authoritative, shifting from purely cosmetic/beauty tone to a tone of wellness, understanding, and trust.
Created a visual identity (logo refresh or refinement, colour palette, typography, imagery style) that evokes calm, confidence, maturity, and care, alignment with medical/wellness aesthetic while maintaining welcoming warmth.
Built brand guidelines to ensure consistency across website, print, in-clinic signage, social media, and patient communications.

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Website Redesign & UX / UI

Redesigned the website architecture to highlight “Menopause & Women’s Health / Wellbeing” as a core service line alongside cosmetic treatments.
Developed intuitive navigation so visitors can easily find services, educational content (on menopause, skin changes, hormone health), practitioner bios, pricing/offers, contact/bookings, and FAQs.
Updated language throughout to speak directly to mature women: addressing menopause-related concerns (hormonal changes, skin changes, self-esteem, health vs aesthetics) with clarity and compassion.
Implemented strong calls to action (CTAs): “Book a Consultation,” “Learn about Menopause Support,” “Download Guide / Resources,” and “Contact Us.”
Ensured mobile responsiveness, fast load times, and a clean, user-friendly layout to support users across devices.

Content Strategy & Educational Positioning

Advised New Leaf to offer menopause-specific content: informational pages/articles about menopause symptoms (skin, mood, health), aesthetic + wellness guidance during menopause, and tips to feel confident and balanced. This helps establish them as a trusted expert.
Suggested integrating patient education and wellbeing messaging giving holistic care beyond cosmetic procedures: skin health, hormonal support, emotional wellbeing.
Recommended featuring practitioner credentials and team bios to build trust and expertise (important for clinics).

The Solution

We delivered a full-spectrum brand and website overhaul, designed for clarity, trust, and emotional resonance, bridging cosmetic confidence with menopausal wellbeing.

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Brand Refresh & Re-positioning

Crafted a refined identity that balances medical credibility + warmth + maturity, ensuring New Leaf immediately feels relevant and welcoming to women experiencing menopause.
Reworked clinic messaging to highlight empathy, whole-person care, and support for life transitions, not just cosmetic enhancement.

Website Architecture & UX

Built new site navigation and page structure with clear sections: Cosmetic Services, Women’s Health & Menopause Support, About Us / Team, FAQs, Contact / Bookings.
Developed custom landing pages for menopause support services: explaining what menopause support involves (skin, hormones, wellness), what patients can expect, and how New Leaf helps.
Promoted trust factors: practitioner information, testimonials (if available), transparent service descriptions, and reassurance around care and confidentiality.
Added strong CTAs to encourage bookings, enquiries or downloads, making it easy for potential patients to take action.

Content & Tone Strategy

Recommended content topics around menopause: skin/hormone changes, self-care, balancing aesthetics and wellbeing, natural aging, confidence after 40/50+.
Proposed informative blog or resource section to position New Leaf as a thought leader in menopause support, building authority & SEO value.
Ensured copy avoided overly clinical jargon, instead using accessible, empathetic language likely to resonate with mature women seeking care and support.

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Measurable results

Attracting a new & broader target demographic.

Building long term brand equity and authority.

Standing out among local clinics and health providers

SSL elevated the image of our cosmetic clinic when they took over our socials. Patients and colleagues alike commented on the engaging, informative, entertaining and humorous content. Even at international conferences, our lead doctor was recognisable and well-known!

Bonnie Hawthorne

Founder & CEO

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