Thirty interviews. Two production days. Twenty-three providers. Seven patient stories.

Those numbers formed the foundation of RN Esthetics’ new website, but the finished project is ultimately about something far less measurable: the relationships that have made the practice what it is.

Kevin takes listeners behind the scenes of the website build, beginning with a fast-paced production trip to Salem. A makeshift studio was created inside the practice, where providers were invited to speak about their personal philosophies, their work, and their role within the larger RN Esthetics team. Their answers did more than fill individual bio pages. They helped shape the language used throughout the entire website.

Patient stories were given equal importance. Some of the featured patients had been visiting RN Esthetics for more than a decade, offering a level of trust and history that could never be recreated through generic brand copy. By filming patients alongside their providers, the team captured the genuine chemistry, affection, and emotional connection that often exists behind the treatment-room door.

That relationship also shaped the website’s structure. The patient leads the story, while the provider serves as the trusted guide. The homepage introduces real patients and real providers together, creating an immediate picture of what the RN Esthetics experience feels like.

The visual direction remained rooted in the brand’s existing identity. Its dragonfly logo and established color palette were preserved, while typography, spacing, and supporting visuals were refined around a coastal New England influence. Watercolor-style illustrations, nautical references, video, and subtle animation helped connect the digital experience to the character of RN Esthetics’ Salem, Lynnfield, and Newburyport locations.

AI tools supported parts of the illustration and animation process, but the team remained intentional about where time and attention belonged. The priority was not creating decorative elements for their own sake. It was capturing the providers, patients, and stories that give the brand meaning.

The result is more than a polished website. It is a platform designed to make RN Esthetics’ providers feel as central to the online experience as they are to the practice itself, while showing prospective patients the real people and relationships waiting for them.