Iwona came to us with over twenty years of craftsmanship and a vision: her own clinic, where the human side of hair transplantation could finally take centre stage. What she didn't have yet: a name, a brand, a positioning, a plan to enter the market. What she did have: a building in Brasschaat and the full trust to let us build the entire brand story from zero.
The brief to us was clear. How do you give a new clinic a brand that feels like the treatment itself, skilled, personal, with soul?
We stepped in while business development and branding were still flowing into each other, and we used that as our working ground. Through in-depth interviews and market research we co-shaped the offering itself: which treatments, which audiences, which position in the market. One of the strategic choices that came out of that work was explicitly including transgender care in the portfolio, because our research showed an unanswered demand sitting there in the Belgian market.
The name Hairmás came from our brainstorm process and carries three meanings in five letters. 'Hair' tells you straight away what the clinic is about, 'más' is Spanish for 'more' and captures the deeper desire that brings people in, and the name simultaneously echoes Hermes, the Greek god of transformation and messengers, a nod that fits exactly what a hair transplant means to anyone choosing it. The accent on the á became the detail that ties it all together: the shape refers to the Sapphire FUE blade used in every treatment. From that core we built out the Brand DNA with an archetype mix and a matching tone of voice.
We built the website around one central lead instrument: the HairScan. Visitors upload a few photos and receive a personal treatment plan from the medical team within three working days, a frictionless intermediate step for people not yet ready for an appointment, and strategically the engine of the entire funnel. Alongside that, we designed a transparent pricing page, the product design for the aftercare line, and gave visual direction to the interior of the building so the brand experience continues into the waiting area.
The logo is built entirely from typography: the name Hairmás itself, set in elegant and organic letters with subtle references to hair follicles in the line work. The accent on the á is the smallest yet most loaded detail, the shape echoes the Sapphire FUE blade, and once you know what it stands for, you see the accent everywhere across the identity.
The colour palette we deliberately built around warmth: a deep dark brown as the base, a rich cognac-orange as accent, a soft beige as background colour, and an unexpected blue-grey as the fourth colour. The palette feels like a warm rug and stands out instantly in a market where the habit leans towards cool and clinical.
The typography we chose serif-based, a choice that carries tradition, craftsmanship and trust. Combined with the organic letterforms and the warm palette, the result is a visual identity closer to a perfume house than a medical practice. Exactly the feeling the brand wants to evoke.
Hairmás feels consistent across every touchpoint, from first Instagram impression to aftercare, from the website to the intake conversation. Patients consistently report that the warmth they experience online carries through into the physical clinic, a consistency we designed from day one out of one central brand story.
We directed the brand and testimonial videos, wrote and distributed the press release, set up the influencer strategy, and built the full Meta Ads funnel including copy, visuals, audiences and technical implementation. Strategy, branding, design, web, marketing, video and PR, developed from one line of thinking and delivered by one team.
The HairScan has grown into the clinic's main lead source. The press release reached the Belgian press, the Instagram community is growing organically, and the commercial targets are on track. A psychological insight from the first months, that in many cases it's the partner of the potential patient who takes the first step to book an intake, was something we fed straight back into the communication as an angle, showing how we keep sharpening the brand based on what the market gives back.
Hairmás is what a brand becomes when strategy, identity and execution come from the same hand.
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