/ WORK / 11 – LUKS
CASE / 022 · Branding · Website · Content
A clinic brand and website for aesthetic physician Dr. Subhan Yasin in Islamabad, built to sell a real doctor, shown honestly, in a market full of discounts and filters.
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§ 01
Pakistan's aesthetics industry grows around 40% a year, with roughly 10,000 practitioners and no unified licensing standard. Salons sell Botox next to lash lifts, clinics copy each other's deals and filtered posts, and patients end up choosing on price. Dr. Subhan Yasin trains other doctors, won Best Emerging Aesthetic Physician at IPAAC 2026 and gets most patients by referral, but his sign, paperwork and social page said different things. Patients hesitated before booking, arrived asking for the wrong fix, and his honest no cost him in a discount market.
§ 02
| L1 · Research | Listened to the market, the doctor and every existing touchpoint, then set the strategy: compete on the one thing an unlicensed clinic cannot copy. | Market research, interviews | Positioning and strategy |
| L2 · Identity | A kintsugi and metamorphosis direction led to one mirrored glyph joining a heart, butterfly tail and letter S, plus a clinic lockup and a founder signature. | Figma, Glotea, Instrument Serif and Sans | Logo system, four-colour palette, motifs, four brand rules, print and uniform touchpoints |
| L3 · Website | Three templates designed phone first at 390 pixels, ordered like a consultation, with fifty one treatments in six groups and same-mirror results from week 0 to week 12. | Figma, responsive design, motion spec | Desktop and mobile templates, components, developer handoff, content plan |
§ 03
LUKS now shows up as the same clinic on posters, business cards, scrubs, lanyards, patient folders and screens. The website explains six kinds of work and fifty one treatments in plain words, across three page templates for desktop and mobile, handed off with a motion spec and components. The clinic launched with short videos, journal posts that teach patients how to judge an injector, and 51 treatment photo briefs for its first shoot. The team reports faster traction, less stress and sales already moving.