The Challenge
Wave Plastic Surgery was looking to expand its audience reach and introduce a subscription-based skincare offering called The My Wave Difference, a personalized skincare evaluation tailored to each client’s unique needs. While the product and medical expertise already existed, the brand lacked a clear content strategy and voice that could build trust, educate consumers, and drive long-term audience engagement.
The larger challenge was positioning Wave as more than a cosmetic surgery clinic. The goal was to create a modern beauty and wellness brand that could educate audiences around skincare, cosmetic procedures, benefits, risks, and personalized treatment plans while growing a recurring subscription client base.
The project scope included:
Brand Strategy | Positioning | Copywriting | Visual Identity | Brand Guidelines
The objective was to increase subscription growth by creating educational, trust-driven content while positioning the Wave medical team as leading experts within the skincare and plastic surgery space.
The Solution
To support the launch and long-term growth of The My Wave Difference, we developed a content-first brand strategy centered around education, trust, and accessibility. We built a consistent ecosystem of informational videos, tutorials, and social content designed to simplify complex skincare and cosmetic topics for everyday audiences.
YouTube and Instagram became the primary platforms for audience growth, allowing the brand to create both long-form educational content and short-form engagement-driven storytelling. The creative direction focused on making Wave feel approachable, informed, and credible while reinforcing the expertise of the medical team behind the brand.
To further increase visibility and campaign awareness, we launched the “Wash Your Face” campaign, a bold creative concept designed to spark curiosity around personalized skincare routines and treatment plans. The campaign extended across digital platforms, billboards throughout Orange County and Los Angeles, and placements within LOCALE Magazine.
The result was a more cohesive and recognizable brand presence that helped grow audience engagement, strengthen trust, and support the expansion of Wave’s subscription-based skincare offering.
My Role
As Creative Director, I led the overall brand, content, and design strategy for the project. My role included shaping the creative vision, developing the content direction, guiding brand positioning, overseeing copy and visual identity development, and building systems for scalable content production across social and digital platforms.
I worked closely with the medical team to translate technical skincare and cosmetic information into approachable, audience-focused storytelling that could build credibility, trust, and long-term engagement.
