Steele Dermatology

Atlanta, Georgia
Located in Atlanta, GA, Steele Dermatology offers a wealth of expert procedures, from surgical to aesthetic, and specialized areas such as hair and scalp conditions, skin of color, and focused cosmetic programs.


Type: Brand Update / Website / Collateral

We started this project with a brand update that included modernizing the logo and defining a new color palette. Normally, we would opt to redesign from scratch, but in this case, the logo was already in use with packaging and marketing materials so we couldn’t change it fundamentally. To create an updated look, we swapped the fonts for sleek and modern sans serifs, eliminated the lavender primary color, and introduced a dark navy and electric turquoise with light and dark gray accent colors. We also created new versions of the iconography, including outlined and inverted fill styles. The result has a more high-end, modern appeal that compliments the practice’s interior nicely.


The website was a design revamp and comprehensive content architecture restructuring that condensed an overly segmented sitemap down into fewer, more focused pages. The previous site was like a maze with too many pages and very little content to justify that number of pages. This was done in an attempt to increase SEO, although the end result of this tactic actually negatively affects a website’s Google ranking and, more importantly, results in a poor user experience.

To maximize SEO benefits and keep with Google’s guidelines in creating optimal content, the our primary focus was to correct the content architecture to provide a user-friendly experience, and reduce the number of clicks needed to access vital data. The site is still encompassing, but without compromising user experience in favor of SEO content overkill.

We also added a comprehensive online shop with custom product images, and expanded product data. With top beauty shops like Sephora and Dermstore providing extensive product info, it’s necessary to do the same with any skincare shop. As such, we provided product copywriting that includes highlighted key ingredients, complete product ingredients, directions for use, recommended skin types, primary benefits, and filtering tags.

As with many of our dermatologist clients, we provided dozens of before-and-after photos from brands such as Restylane, Radiesse, Juvederm, Sculptra, Botox, and Kybella, and dermatologic procedures including Ultherapy, Sciton lasers (Halo, BBL, and hybrid), and TruSculpt.


For Steele Dermatology’s branded skincare line, we created a complete set of high resolution, photorealistic product images to use in print and press kits. These images ensure the highest quality display of the products, and a cohesive presentation across all platforms.

We completed the brand update with business cards incorporating the new color palette and logo.

Design Services
  • Art direction
  • UX design
  • Content architecture
  • Web design
  • Graphic design
  • Brand update (redefined color palette, font selection, modernized existing logo, brand guide)
  • WordPress CMS with Woocommerce custom online store.
  • Custom WordPress theme development.
  • Optimized for ADA-compliance.
  • SSL Certificate installation and configuration.
  • Cross-platform quality assurance testing.
Site Features
  • Comprehensive skincare store.
  • Integration with myPatientVisit.
  • Press kit before-and-after gallery with comparison sliders.
  • Justified photo gallery.
  • Downloadable patient forms.
  • Full-featured blog.
  • Custom-designed services pages with in-depth dermatologic information.
  • Contact forms with invisible spam protection and branded auto-responders.
  • Interactive Google Maps.
Ecommerce Features
  • Extended skincare product descriptions.
  • Checkout mailing list auto signup.
  • Custom designed ecommerce email correspondences.
  • Integration with PayPal and Stripe payment gateways.
Content Creation
  • Extensive Copywriting (Privacy Policy, Terms of Use, all product descriptions)
  • Dermatology before-and-after photos (Botox, Restylane, Radiesse, Juvederm, Kybella, Ultherapy, Sciton, and more)
  • Stock photography
  • Photo editing and correction
  • Skincare promotional banner design(s)
  • Custom skincare product imagery
  • Social media profile redesign
  • Digital art
  • In-depth SEO
  • Share / like buttons
  • Twitter feed
  • Instagram feed
  • Mailchimp integration with signup prompts
  • Google Analytics integration
  • Packaging redesign
  • Business card design
  • Complete set of skincare brand photorealistic mockups

High-Fidelity Designs

Homepage design comp.
Social media profile design: Twitter.
Social media profile design: Facebook.

Get a Quote

Send us a summary of your project needs, and we’ll respond asap with a preliminary cost estimate.
For larger projects, we offer a downloadable RFP.