Restoring clarity through structured brand systems.

MedSpa Digital Rebrand

Restoring clarity through structured brand systems.

Background

When I was first introduced to Capitol Cryo, its digital presence lacked ownership, consistency, and clear brand direction. Social media was sporadic, the website was not responsive across devices, and even internal team members were unclear on brand positioning.

Through Socially Aligned Media, I partnered with a client-facing (Ellie Lyon) strategist and led the visual and digital overhaul. My focus was to establish a cohesive identity system, rebuild the website for cross-device compatibility, implement structured content calendars, integrate foundational SEO optimization, and launch Instagram advertising to stabilize and scale visibility.

Mobile view of a website for Capitol Cryo in Salem, Oregon, showing a section about cryotherapy, with a black background, a logo with interconnected geometric shapes, and blue illuminated power buttons.
Screenshot of an Instagram profile for capitolcryo_spa showing posts, stories, and profile information, including location and services offered.

Website Before

Instagram Before

The Challenges

  • No defined brand identity

  • Inconsistent social design

  • Website not optimized for mobile & desktop

  • No structured posting system

  • Internal confusion around positioning

  • No on-page SEO structure for discoverability

Strategic Response

We centralized digital ownership and clarified positioning by building a refined visual identity, aligning the website and social platforms, implementing a consistent publishing system, and strengthening search visibility through technical and on-page SEO improvements.

Performance was monitored and optimized through structured review and iteration.

A black arrow pointing to the right with a dotted outline.
A website homepage for Capitol Cryo explaining their services and pricing with navigation menu at top, including Home, About Us, Services & Pricing, Financing, FAQ, Blog, Contact, Research, Book Now; the page features a blue wooden background with a logo and white text describing their flexible pricing to meet customer needs.

Website before

Website homepage featuring a woman with black hair and a tattoo on her arm, wearing a beige sleeveless top, sitting against a white curtain backdrop. Text overlay reads 'Thoughtfully designed care for lasting confidence' and 'We're so excited to work with you!' with buttons for booking an appointment, about us, and connect.

Website after

Strategy + Execution

1. Brand Repositioning Through Visual Consistency

I transitioned the account to a cohesive, elevated visual system. Graphics were redesigned to feel aesthetic, modern, and clinically trustworthy while remaining approachable. Logo was also adjusted to fit new color palette.

Informative posts were created to clearly explain procedures, benefits, and aftercare, shifting content from purely promotional to educational.

A geometric logo with interlocking shapes in white and light blue colors.
An abstract geometric illustration of three interlocking hexagons in beige and black, creating a three-dimensional illusion.
Black arrow pointing to the right on a transparent background.

Logo Before

Logo After

2. Educational Content Pillars

Developed structured, informative graphics breaking down:

  • Individual procedures

  • Treatment benefits

  • Frequently asked questions

  • Before/after expectations

This repositioned the brand as a credible educational resource rather than just a service provider.

Testimonial comments on a semi-transparent overlay, with a blurred background of a person wearing a white shirt and brown pants. The first review praises Kristen for her capability and ease of process, while the second review appreciates good communication and comfort during the process.
A woman with black hair, tattoos on her arms, and wearing earrings, sitting on a white couch, looking to the side with a thoughtful expression. Overlaid text reads: 'What Is the Fitzpatrick Skin Type Scale?'
A woman with brown hair smiling and sitting on a chair, with a light background featuring a large message that says 'New Year New You' and a text overlay promoting skincare experiences.

3. Humanizing the Brand

To increase familiarity and trust:

  • Featured staff consistently in posts

  • Highlighted team credentials

  • Incorporated behind-the-scenes content

  • Used staff in Reels to create relatability

This strengthened audience connection and improved authenticity on camera.

Various skincare products arranged on and around white gift boxes, with white background, and overlaid text reading 'Skipping your facial? How your skin ends up paying the price'
A woman lying on a cream-colored couch with tattoos on her arm, wearing white pants and tan platform sandals, raising one leg with a container on her foot, next to text that says 'What’s coming in 2026' with an arrow pointing to the right.

4. Short-Form Video Strategy

Reels were posted every 2–5 days using:

  • Staff-led content

  • Trend research

  • Platform-native audio

  • Relevant trending sounds adapted to brand tone

Content was designed to feel native to Instagram rather than overly polished advertising.

Customer reviews with star ratings praising the effectiveness of Cyro treatments for joint pain and arthritis, featuring two different customers named Pat S. and Nancy Z.
Woman with dark hair and tattoo on her arm sitting on a white surface next to skincare products, with text promoting New Year promotions in January.

5. SEO & Discoverability Optimization

To support long-term organic growth beyond social reach, I implemented foundational SEO improvements across digital platforms:

Website Enhancements

  • Added optimized image alt text for accessibility and search indexing

  • Wrote descriptive image titles and metadata for improved crawlability

  • Structured page descriptions and meta descriptions for service pages

  • Optimized headings (H1, H2, H3) for procedure-based keywords

  • Improved mobile responsiveness to support search ranking performance

Content & Media Optimization

  • Added descriptive file names to uploaded images

  • Optimized Instagram captions and profile bio for local search intent

  • Ensured every visual asset included contextual image descriptions

These updates improved discoverability in search engines, strengthened accessibility compliance, and created a stronger technical foundation for long-term organic growth.

Screenshot of a webpage for Capitol Cryo in Salem, Oregon featuring the contact page with a 'Book Here!' button and an image of a person using cryotherapy equipment.

Before

A woman with blonde hair, wearing a beige sweater, smiling and standing next to a medical laser device with a touchscreen monitor.

After

Results

Campaign Period: December 18 – January 16 (First 30 Days After Social Media Takeover)

Client: Med Spa

Role: Social Media Design & Content Strategy (Marketing Team)

Performance Growth

Last 30 Days Before Takeover: 25,700 total views

Last 30 Days After Takeover: 238,900 total views

Net Growth:

+213,200 views

~830% increase in total views

This reflects a dramatic increase in content visibility and platform performance within the first month of management.

Instagram profile page for Capitol Cryo & Spa, displaying posts, followers, and booking information, with photos of clients and spa services.
A mobile phone screen displaying a website for Capitol Cryo, featuring a woman with black hair and tattoos on her arm, sitting with her hand resting on a surface. The website text reads 'Thoughtfully designed care for lasting confidence' and 'We're so excited to work with you!' with appointment and contact options below.

Instagram After

Website After

Detailed Performance Metrics (Dec 18 – Jan 16)

  • 139,219 views during initial reporting period

    • 57.7% driven by paid ads

  • 54,043 accounts reached

    • +1,328.6% increase vs previous period

  • 1,200 interactions

  • 284 new followers

  • 86 pieces of content published

High-Intent Profile Actions

  • 3,094 total profile actions (+604.8%)

  • 3,009 profile visits (+728.9%)

  • 72 website link clicks

  • 13 business address taps (+116.7%)

The increase in profile visits and link taps indicates stronger purchase consideration and booking intent.

Audience Expansion

  • 85.9% of views from non-followers

  • 14.1% from followers

The content strategy significantly expanded reach beyond the existing audience base, driving new market exposure.

Geographic Impact

Primary audience concentration: (Med Spa located in Salem, OR)

  • Salem – 63%

  • Keizer – 4.1%

  • Portland – 2.7%

  • Brooks – 1.0%

The campaign strengthened brand dominance in the core service market while increasing visibility in surrounding cities.

Promotional advertisement featuring a young woman with long wavy hair and light makeup, promoting a Cryoskin body treatment special for week 3. The text highlights a package of 10 Cryoskin Body sessions plus 10 Cryoskin Chins for $2400, saving $1600, and encourages responses with the code 'CRYO'.
A group of five women of diverse ethnicities posing together in a studio with a white background. The text on the image reads, 'Our website just had a glow up. Check it out here,' with an arrow pointing to the right.
Instagram profile page for capitolcyo_spa showing posts, followers, following, bio, location, and images of people receiving spa services and promotional graphics.
Instagram profile page of capitolcryo_spa showing posts, highlights, and contact information for a spa offering cryotherapy, contouring, laser glow, hair removal, and pain therapy services.

Strategic Outcome

Within the first 30 days of management, the redesigned content and marketing strategy resulted in:

‍ ‍~830% growth in total views

1,300% increase in reach

600%+ growth in profile engagement

Strong expansion into non-follower audiences

Increased website and location intent actions

These results demonstrate measurable impact in brand visibility, search performance, audience growth, and conversion-driven engagement for the medical spa.