NEW YORK-BASED PLASTIC SURGERY PRACTICE BRAND IDENTITY CONCEPT
Designing a minimal and strategic brand for a discreet aesthetic practice in New York.
Dr. O.212 is a brand identity concept based in Manhattan, named with subtle reference to the doctor’s initial and the city’s 212 area code. The brand was created to feel precise, refined, and quietly confident — appealing to a high-end audience that values discretion over display.
The visual identity is built around a custom logotype and circular emblem — simple forms chosen to reflect control, balance, and intention. A monochrome palette, spacious layout, and editorial typography reinforce the sense of restraint.
Creative direction combines surgical tools, classical sculpture, and modern portraiture to create a mood that is clean yet sensual. Every detail, from printed materials to digital layouts, was designed to support a calm, elevated, and trustworthy presence.
Available for exclusive licensing and customization.
A study in restraint and structure, the moodboard balances classical cues with clinical clarity — setting the tone for a practice where quiet confidence replaces spectacle.
The clinic’s minimal emblem symbolizes balance, intention, and continuity - designed to integrate seamlessly across digital and print touchpoints.
The logotype uses custom-spaced letterforms to reflect the brand’s calm, structured tone—professional yet unassuming, with a modernist elegance.
The brand’s tone is carried through to social via imagery, layout, and typography.
Branded Collateral Set