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Thoughtful Brand Refresh for a Growing Practice

SERVICES WE PROVIDE CFPS

CFPS is a plastic surgery and medspa practice in Fargo, North Dakota, known for pairing advanced surgical care with a guest-first experience. With a growing team and a new location on the horizon, their brand needed a thoughtful refresh, not a full redesign.

SERVICES WE PROVIDED

Logo Design & Refinement

Color Palette Selection

Brand Style Guide Creation

Voice & Tone Development

Agency Collaboration with AdShark Marketing

Sub-Brand Naming & Identity

THE CHALLENGE

When CFPS reached out to our friends at AdShark Marketing about redoing their website, it quickly became clear the brand itself needed a refresh, too. With a new location in the works and a growing client base, they were ready to evolve visually while holding onto what people already recognized and trusted.

One of the biggest challenges was brand clarity. CFPS offers both surgical and non-surgical services, but many potential clients assumed “plastic surgery” meant just that: surgery. The client was especially eager to grow their medspa services, and their brand needed to reflect that balance without competing against itself.

The brand also needed to be scalable and self-sustaining. CFPS planned to bring more design work in-house over time, so this project had to give them more than good aesthetics. It had to give them the tools and systems to confidently manage the brand themselves.

THE SOLUTION

We began by refining their existing logo rather than replacing it. The updates were subtle but strategic: refined proportions, balanced spacing, and cleaned-up letterforms that preserved brand equity while giving the mark a sharper edge.

Next, we built a brand architecture that could flex across the business. The primary brand, Center for Plastic Surgery, remained the foundation. But we introduced a new sub-brand: Medspa CFPS, a name and identity that reflected the self-care and wellness experience that defines their non-surgical services.

We designed a visual identity for Medspa CFPS that complements the core CFPS brand without competing with it. From custom icons and lockups to a flexible campaign system built around the “me” from Medspa, we gave the team options they could build on.

Finally, we delivered a comprehensive brand style guide, complete with tone and voice prompts, copy styling rules, color and typography specs, brand values, and formatting standards. The guide ensures that whether CFPS is designing in-house or collaborating externally, their brand stays intentional and cohesive.

distinct but aligned brand voices.
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pages of custom brand guidelines and usage rules.
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collaborative partnership with AdShark Marketing.
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ABOUT THE PROJECT

This project was about clarity, confidence, and cohesion, not radical reinvention. By refining the CFPS identity and building out a structure for Medspa CFPS, we gave the client a brand that mirrors the care and expertise they offer every day.

Our collaboration with AdShark made this refresh smoother, with both agencies working in sync to ensure the visuals and the website aligned at every touchpoint. From strategy to delivery, we helped CFPS evolve without losing sight of who they already are.

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