Brand Identity · Website Redesign · Content & Social · Paid Media
(2026)
CONTEXT
LMI (Longevity Medicine Institute) is a physician-led longevity clinic in Sydney. Its existing brand and digital presence felt more clinical than premium, creating a gap between the quality and price point of its offering and how the business was being perceived online.
MY ROLE
Led the creative and digital direction across the website redesign, visual direction, newsletter design and Google Ads, translating the new brand positioning across key digital touchpoints.
INSIGHT & DECISION
Most brands in the longevity and wellness space were using a similar visual language, creating an opportunity for LMI to differentiate itself. The decision was to move towards a darker, more restrained and editorial direction, creating a more distinctive presence within the category while better reflecting the premium positioning of the clinic.
EXECUTION & OUTCOME
Translated the new direction across the website, imagery, content, newsletters, campaign assets and Google Ads, creating a more consistent brand experience across digital touchpoints.
The work established a more cohesive and premium digital presence, with a clearer structure for communicating LMI’s programs, expertise and value proposition.