The MSM team returns to unpack the rebranding journey of Laser Centre of Marin, one of the original med spas in Marin County. Kevin, Bekah, and Lauren walk through the layered creative strategy that brought this project to life, blending nostalgia, authenticity and marketing precision.

The rebrand leans into the spa’s two-decade legacy, beginning with a logo originally designed by a newspaper author. From there, the team modernizes the identity while honoring its roots. Photography plays a major role, including behind-the-scenes shots captured with a camcorder for a deliberately retro aesthetic. A sailboat shoot on the bay reinforces the sense of place and lifestyle that Laser Centre patients already associate with the brand.

Typography also gets special attention, combining tall newspaper-style fonts with handwritten scripts to bring sophistication and texture to every page. Lithographic illustrations and stamp-like graphics are introduced across the site, supporting both the brand’s medical credibility and its visual storytelling. Even functional elements like the concern database get elevated, offering clinical visuals and provider-patient interactions instead of relying on beauty stock photography.

Throughout the episode, the team discusses how this rebrand reflects the specific personality of Laser Centre of Marin and its clientele. Nothing is off-the-shelf. Every design choice is tailored to the practice, and every creative risk is backed by a clear strategy.