Creative Direction for Tart Aesthetics (MedSpa)
Urooj Haq
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Posted Jan 14, 2026
Tart Aesthetics launched fully booked—brand identity, voice, and visual strategy built from scratch to feel established before day one. No luck, just design.
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TART AESTHETICS
Tart Aesthetics went from zero to fully booked in weeks. I led the entire startup phase as Creative Director—developing the brand identity, visual language, and market positioning from the ground up. Every element was deliberate: a balance of modern clinical credibility with a confident, restrained edge. The result? A med spa that felt established before it ever opened its doors. The rapid momentum wasn’t luck—it was brand strategy executed with precision. A high-voltage project, a flawless rollout, and proof that when branding is built right, the business follows.
This is what it looks like when a med spa launches already established.
Brows designed with architectural balance, not trends.
Shaped to frame the face, soften expression, and photograph beautifully from every angle.
Because good work disappears into confidence.
Great work makes everything else fall into place.
Tart Aesthetics
From Concept to Fully Booked
Role: Creative Director
Scope: Full brand creation + startup launch
Timeline: 7 months
Tart Aesthetics was built from nothing. No legacy brand, no existing audience, no visual system. I led the entire startup phase as creative director, designing every touchpoint required to launch a med spa that felt established, trusted, and in demand from day one.
Within weeks of launch, Tart Aesthetics was fully booked.
The Challenge
Med spas live in a narrow margin. Too clinical and they feel cold. Too trendy and credibility evaporates. Tart Aesthetics needed to enter a competitive market with authority, restraint, and an edge that signaled modern expertise without gimmicks.
The goal was not just to launch a med spa, but to create one that felt inevitable. Polished before opening. Trusted before testimonials. Booked before advertising.
The Strategy
I approached Tart Aesthetics as a full ecosystem, not a logo project. Every decision was made to create immediate legitimacy and long-term brand equity.
The strategy centered on three pillars:
• Medical credibility without sterility
• Modern luxury without trend-chasing
• Conversion without desperation
The brand needed to look composed, intelligent, and confident. The kind of place clients trust instinctively.
What We Built
Brand Strategy & Positioning
Defined Tart Aesthetics’ voice, tone, target client, and market position. The brand was positioned to feel calm, sharp, and assured — never loud, never over-explained.
Visual Identity System
Designed the full visual identity including logo suite, typography, color palette, brand marks, and hierarchy. The system was built to scale across web, social, print, and in-clinic environments.
Creative Direction & Aesthetic World
Established the complete visual language: imagery direction, compositional rules, spacing, and mood. Every visual choice reinforced trust and restraint while still feeling current.
Website Design & Build
Designed and built a conversion-focused website optimized for bookings. The site was intentionally clear, minimal, and confidence-driven, removing friction while reinforcing expertise.
Messaging & Copy Direction
Shaped all brand messaging to communicate authority without intimidation. The copy was concise, direct, and client-centered, designed to answer questions before they were asked.
Launch Readiness & Rollout
Oversaw launch preparation to ensure every asset worked together seamlessly. No loose ends. No mismatched visuals. No brand confusion.
The Result
Tart Aesthetics launched and was fully booked within weeks.
The brand entered the market looking seasoned, composed, and credible from the start. Clients trusted it immediately. Momentum followed naturally.
This project is a clear example of what happens when brand, strategy, and execution are treated as infrastructure, not decoration.
Creative Direction by High Fever
This project was led end-to-end by High Fever, where branding is not aesthetic play, but strategic power. Tart Aesthetics is proof that when a brand is built correctly, the market responds quickly — and decisively.
The art was never just the treatments.It was the people, the posture, the confidence, the way expertise shows up before a word is spoken.
We built Tart Aesthetics to feel human, modern, and quietly assured. A brand where skill and taste sit side by side. Where clients feel held, seen, and guided, not sold to.
This is aesthetic medicine as culture, not commodity.
We didn’t just list services.We designed a visual menu that lets clients see themselves inside the experience before they ever book.
Each treatment was curated, ordered, and styled to feel intuitive, elevated, and easy to choose. No overwhelm. No guessing. Just clarity, trust, and desire built into the design.This is what happens when a med spa is built like a brand, not a price sheet.