A franchise of the trending & highly innovative, non-invasive fat freezing procedure, Coolsculpting, Sculptitude came to us in need of a Brand mark that stood above the rest in it’s highly competitive niche. We made the design decision to create an edgy, symmetrical S that doubled as the form of an hour glass and conveyed a faceted, chiseled physique. The creative direction proved synonymous with both female physiology and male fitness inspiring patients to “shine like cut diamonds”. The calming psychological effects of mint and teal color tones serve to remind patients of the virtually painless non-invasive procedure.