Case Study: Smooth Laser Clinic (full article)

in #photographylast year (edited)

©2019 - Ruben Cress |

Smooth Skin.
100% pain free laser hair removal.

Smooth Laser Clinic is a start-up that contacted me to create an in-depth content-plan before their opening in 2017. The business specializes in 100% pain-free permanent laser hair removal and works with machines like the Soprano ICE, a laser with advanced technology that guarantees 100% pain-free laser hair removal. They are the first to introduce this technology in the East of the Netherlands.

My mission? Help Smooth Laser Clinic become the brand it deserves, launch incentives, create brand recognition, and open streams of revenue-all without alienating the local competition.

For this complex project, my approach needed to be comprehensive and cohesive, impacting customer touchpoints from fundamental design and visuals to the online experience and everything in between.

Scope of Project

  • Advice and Strategy
  • Brand Identity
  • Social Media Campaign
  • Corporate Photography
  • Web Design and Development
  • Image Search Engine Optimization
  • Digital and Printed Marketing Assets


Clarify the brand’s positioning and the customers they serve.

I helped Smooth Laser Clinic focus their brand and marketing strategy. This led to growth in customers and brand recognition, and brought in a new market of nonlocal customers.

Developing the Strategy

I sat down with CEO Levon Boghosian, to craft the brand’s strategy before the upcoming opening in 2017. Over several facilitated sessions, I surfaced the challenges Smooth Laser Clinic faced. In the process, we prioritized the needs and goals of the business and its customers. This became the foundation for the branding and marketing plans to kickstart the business.

©2019 - Ruben Cress |

Understanding the Users

Smooth Laser Clinic is a customer first. It's a clinic where customers can experience 100% pain-free laser hair removal. To understand the needs of these customers, Levon Boghosian provided me their market research analysis that was necessary to get a better understanding of their customers. This painted a clear picture of their needs and wants.

©2019 - Ruben Cress |

Defining the Brand

Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act.

©2019 - Ruben Cress |


Understanding what Smooth Laser Clinic is all about and who they are the best choice possible for, helped define the positioning statement of the organization. This set the tone for everything created for the entire branding.

©2019 - Ruben Cress |


Together with the CEO, we developed an entire visual roadmap to make sure every customer touch-point reflected the brand. The branding included creating the website, introducing their color palette with visuals, various expertise of photography, and strategy. This created a more cohesive experience and atmosphere for the brand.

"Ruben Cress has an eye for detail and takes valuable photographs. We used his photographs during our marketing campaigns and we received many positive responses. I highly recommend Ruben" - Levon Boghosian, CEO at Smooth Laser Clinic

©2019 - Ruben Cress |


Introducing the team. I designed a flexible image concept on how to portray the staff. The goal was to create a clean and smooth atmosphere for the images. The images needed to be able to scale with the growth of the business so they can easily be used for other mediums and graphics.

To further visualize the vision of the brand, I photographed the interior, exterior, and the tools Smooth Laser Clinic works with. These images were both used in successful marketing campaigns and were part of the fundamental visualization of the brand.

©2019 - Ruben Cress |

Social Media Campaign

Smooth Laser Clinic and I collaborated to create a campaign to put them on the map. With the fundamental assets in place on their website, it was time to build up a name and make noise on Social Media to let everyone know about them. With six strategically planned and published targeted posts, the campaign received nearly 75,000 video views, and over 1,847 likes, comments and shares.

I approached two influencers to raise brand-awareness and urged the brand to initiate a give-away that would be "something unforgettable" for their target audience. Smooth Laser Clinic added their own twist to it and turned it into something I, myself will never forget. They gave away three €1000,- worth of laser hair-removal treatments after launching their first 5 posts that served as the strong fundaments of trust and social proof. All eyes were on Smooth Laser Clinic, and they are ready to blast off.

©2019 - Ruben Cress |

Web Design

A smooth and clear user experience. I designed the Smooth Laser Clinic website, the online business card for all things Smooth Laser Clinic related. The goal was to make it easy for users to discover and learn more about the business while encouraging users to make an appointment and provide information throughout the user journey.

After the launch, Smooth Laser Clinic hired a company to write additional targeted landing pages to improve user engagement. The website received 4,856 clicks and 101,978 impressions in 2018 with an average CTR of 4,8% and a CTR* of 25,6% for their keyword query "Laseren Enschede".

Statistics 2018:

4,856 clicks101,978 impressions25,6% CTR*

The experience begins on the landing page. Users are given top-line information and visuals introducing them to clinical treatments while making a free appointment a click away.

©2019 - Ruben Cress |


Together with Web Design, Photography and a carefully executed Social Media Campaign, Smooth Laser Clinic received a tremendous response from its target audience. Within two years, Smooth Laser Clinic opened its second store. Direct competition followed in their footsteps by implementing the same technology not long after seeing their success.

I'm proud to have been part of this start-up, witnessing positive growth on every front during the length of the project.

And at that moment... after formatting the hell out of realize that you already posted a smaller part of the case study. Anyways, this is the full article. If you have the time and when you are interested in branding and how to launch a successful campaign: read it as a whole, it would take about 10-15 minutes to digest and let everything sink in.



This was such an in-depth report; I had no idea of the level of work you do. I want to write down some questions and pick your brain soon, Ruben.

Thank you! Hehe, yes... I should post more about my work and the process of it.

Sorry I was late. :(

Good choice @OCDB :)