The brief
Dr. Kira Heinrich was opening an aesthetic medicine practice with no existing brand and no website. She wanted the practice to feel boutique and premium, not clinical, and different from other practices in the region. I handled the project alone, from the identity through the website through the print pieces, on a limited budget and a two-week timeline.
What I made
The identity included the logo, the color system, the typography, and a set of brand guidelines to keep everything consistent going forward. The website is a landing page built to introduce the practice and the doctor, explain the process, show pricing, and drive appointment bookings. I also designed square business cards, a size that breaks from the standard format on purpose, each one carrying the logo and a QR code that links directly to the site, along with flyers promoting specific services.
The catch
The main constraint on this project was legal, not creative. German law restricts what a practice can claim when advertising aesthetic medical treatments, so the brand had to read as confident and premium without relying on the kind of claims that regulation exists to prevent. That shaped the copy on the site and the tone of the identity as much as any design decision did.
What happened
The client has told me the brand and the website are landing well with patients, that’s the real signal here. The identity works, the site does its job, and both hold up inside the legal limits on advertising aesthetic treatments.
See it live: dr-kiraheinrich.com
