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Branding · Website Design & Development
Dr Hass Clinic: Branding & Building the Website for Mayfair's Surgeon-Led Aesthetic Clinic
D
DigiFlav Editorial Team
Digiflav Case Studies
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Published Oct 15, 2026
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Updated Oct 15, 2026
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Read time 11 min
9
f
𝕏
in
Mayfair · London W1
Mayfair's Exclusive Surgeon-Led Aesthetic Clinic
Discreet, personalised, surgeon-led care. Every treatment performed by Dr Hasaneen Al Janabi.
Vogue
GQ
Tatler
Harper’s Bazaar
Luxury aesthetic clinics live or die on a feeling. Before a prospective patient reads a credential or compares a price, they decide in the first scroll whether the brand feels safe, discreet, and premium. Dr Hass Clinic came to Digiflav with a surgeon-led practice in Mayfair, a growing roster of signature treatments, and a brand that didn’t yet carry the discretion of the clientele walking in the door.
This case study walks through the identity system and website we built for Dr Hass Clinic — the brief, the choices behind the design, and the outcomes since launch.
About the Client
Dr Hass Clinic is a surgeon-led aesthetic clinic in Mayfair, London — the trading name of Advanced Facial Aesthetics Ltd. Every treatment is personally performed by Dr Hasaneen Al Janabi (MBBS, BSc Hons, MRCS ENT) — a GMC-registered surgeon, NHS surgical trainee, and lead trainer at the British Aesthetic Academy.
The clinic operates across four treatment categories:
F
Face
Dermal fillers, anti-wrinkle, tear trough, non-surgical rhinoplasty, lips, cheeks, chin and jawline.
S
Skin
Endolift, XERF laser, microneedling, Profhilo, polynucleotides, chemical peels, medical-grade skincare.
B
Body
Laser liposuction, fat dissolving, calf reduction, neck lift, Profhilo Body, excessive sweating.
P
Signature Packages
Full Face Rejuvenation, Non-Surgical Face Lift, Profile Balancing, Facial Masculinisation.
The clinic partners with the aesthetic industry’s leading product houses — Juvederm, Teoxane, Radiesse, SkinCeuticals, Obagi, Cryopen — and its work has been featured in Vogue, GQ, and across the UK press.
Editorial portrait of Dr Hasaneen Al Janabi inside the Mayfair clinic
Swap
Suggested: founder portrait shot in natural light, inside the consultation room — editorial feel, not studio.
The Challenge
Before this engagement, Dr Hass Clinic had the credentials, the location, and the clientele — but no digital surface that lived up to any of them. Visitors arriving from Google, Instagram, or an editorial feature were landing on a site that read like a template, not a Mayfair sanctuary.
The brief
Design and build an identity and website that read as discreetly premium — closer to a Mayfair boutique or private member’s club than a clinical facility — while making it easy for first-time patients to understand treatments and book directly.
Specifically, the problems we had to solve were:
Communicating medical authority without clinical sterility. Surgeon-led is the differentiator. Scrubs-and-stethoscope visuals aren’t.
Distinguishing surgeon-led from standard aesthetician-led competitors. Most clinic sites blur this distinction. We had to make it a design feature, not a disclaimer.
Translating complex treatments without reading as a textbook. Endolift, Profhilo, polynucleotides — the service pages had to educate without overwhelming.
Converting editorial traffic. Features in Vogue and GQ drive discovery, but discovery doesn’t convert without a booking path that respects the Mayfair audience.
Discretion by design. The clientele values privacy. The site had to communicate that at a glance.
Our Approach
We structured the engagement as a 12-week sprint across four phases. Each phase ended with a signed-off deliverable so the clinic could continue operating while we built.
Phase
What We Did
Deliverable
01. Discover
Founder sessions with Dr Hass, interviews with a sample of current patients, competitive scan across London and international surgeon-led clinics, visual mood mapping.
Discovery doc + mood direction
02. Identify
Logo system, wordmark, palette, typography, iconography, photography art direction, voice guidelines, printed collateral tokens.
Brand identity system
03. Design
High-fidelity Figma for home, treatment index, treatment detail template, conditions pages, founder page, clinic page, press, gallery, blog, contact — mobile-first.
Finalized page designs
04. Deploy
Custom WordPress build with Bricks Builder, Pabau booking integration, Trustindex review feed, newsletter integration, QA, speed pass, CMS training.
Live site + handoff documentation
We work this way because it keeps the project honest. If something slips, we know exactly which phase it slipped in — and clients always know what’s being signed off before the next phase starts.
Brand Identity System
The identity had to read editorial. Closer to a Mayfair tailor or a private club than a clinic. Our rule throughout: discretion over diagnosis. Nothing on the brand surface should feel transactional — the medical authority is delivered through craft, not clinical cues.
Logo & Wordmark
We designed a confident wordmark anchored on a refined “DH” monogram — tall, light stroke, serif edges tuned to feel editorial on both the clinic façade signage and the website favicon. The system includes a horizontal wordmark for the site header, a stacked mark for printed collateral, and the monogram for stamp-and-seal applications (treatment packaging, aftercare envelopes).
Color Palette
We built on a disciplined three-color system: deep black for authority, clean white for clarity, and a measured green that reads as considered rather than clinical.
Ink #000000
Paper #FFFFFF
Signal #00C078
Surface #F7F6F2
Deep Ink #1A1A1A
The Dr Hass brand board — logo, wordmark, monogram and printed applications
Swap
Suggested: flat-lay of printed collateral — treatment menu, business cards, aftercare envelope, product packaging.
Typography
We paired a modern editorial serif (Playfair Display) for display and treatment titles with a highly legible humanist sans (Inter) for body copy, booking UI, and service details. The pairing lends the site a magazine-like personality on the home page and a trustworthy, readable rhythm on the treatment pages.
Photography Direction
We art-directed a photography system around three subjects: Dr Hass himself (shot editorial, warm, in-context), the clinic interiors (shot like a boutique hotel, not a surgery), and tightly cropped treatment moments (hands, product, light — never the full procedure). The visual rule: show care, not clinic.
Website Design & UX
We designed the home page as an editorial-first experience that still routes to a booking in two clicks. The first scroll earns trust; the next scroll offers a path.
Signature Treatments
Rather than a flat treatment menu, we gave Dr Hass’s four signature packages their own card system — editorial-styled, hover-animated, each routing to a dedicated treatment page.
Signature
Full Face Rejuvenation
A multi-modality program combining fillers, Profhilo, and skin boosters for comprehensive renewal.
Signature
Non-Surgical Face Lift
Endolift and energy-based tightening to lift and contour without downtime.
Signature
Profile Balancing
Chin, jawline, and non-surgical rhinoplasty combined to balance the full profile.
Signature
Facial Masculinisation
Jawline sharpening, chin projection, and brow treatments tailored for male patients.
Your Sanctuary — the Mayfair clinic interior
Swap
Suggested: wide-angle photograph of the waiting room or treatment suite, shot like a boutique hotel — warm light, no clinical cues.
Press Band
Editorial features convert — but only if the visitor sees them. We positioned the “As Seen In” strip immediately after the founder’s introduction, so credibility arrives at the exact moment the visitor is deciding whether to keep reading.
Vogue
GQ
Tatler
Harper’s Bazaar
Elle
Key UX Decisions
Video-led hero. A looping, muted ambient video of the clinic interior sets tone before a single word is read. The headline sits over it, light, confident.
Founder-first narrative. Dr Hass’s profile sits above the treatment grid — because in a surgeon-led clinic, the surgeon is the service. Credentials (MBBS, BSc Hons, MRCS ENT, GMC) are presented as a quiet line, not a shield.
Trustindex integration. Live 5-star reviews pulled from Google and Trustindex, embedded as design — not an afterthought in the footer.
“Your Sanctuary” clinic section. A gallery of the clinic interiors — treatment room, waiting area, exterior — shot like a boutique hotel. Reassurance before arrival.
Pabau booking in two clicks. Every page carries a sticky “Book Online” that routes directly into the Pabau booking system — no forms, no gatekeeping.
Newsletter with £50 off. A low-friction incentive on the footer newsletter to capture visitors not yet ready to book.
Technology & Development
We built the site on a WordPress + Bricks Builder foundation, with a custom theme hand-coded for performance and editorial typography control. No bloated page builders, no premium theme buried under child-theme patches.
Stack
Front-end: WordPress with a custom Bricks Builder theme, modern vanilla JavaScript, and a design-token-driven CSS layer tuned for the editorial typography pairing.
Booking: Pabau integration — a sticky booking CTA on every page, routing directly into Pabau’s online scheduling without an intermediate form.
Reviews: Trustindex live feed pulling Google and in-house reviews, styled to match the site typography rather than Trustindex defaults.
Newsletter: Mailchimp integration with a £50-off trigger for first-time subscribers.
Analytics: GA4, Microsoft Clarity for behavior insights, and consent-mode-compliant cookie banner for UK GDPR.
CMS: A modular section library — the clinic team can publish new treatments, conditions, press features, and blog posts without touching code.
Performance: Image lazy-loading, critical CSS inlined, no third-party fonts on the critical path, targeting a 90+ Lighthouse score across the board.
Everything is modular. When Dr Hass adds a new treatment, publishes a new press feature, or opens a new signature package, the system scales without a redesign.
Digiflav built an identity and website that finally match the clinic I walk patients into every day. Discreet, considered, and completely effortless to book from.
Dr Hasaneen Al JanabiFounder, Dr Hass Clinic · Mayfair, London
Results & Impact
We measure case studies on both the quantitative wins (what the numbers show) and the qualitative ones (what the client’s day-to-day changed). Here’s where the project landed on both.
Quantitative
Lighthouse score
Across performance, accessibility, best practices, and SEO on all core pages.
Page load
Average load on 4G across the top-ten pages, measured post-launch.
Online bookings
Increase in direct Pabau booking starts compared to the previous site in the first 60 days.
Reviews surfaced
Live Trustindex and Google review integration now visible on every treatment page.
Qualitative
The clinic now sends every editorial feature and press enquiry to a website that holds the brand end-to-end.
Patients mention the site in consultations — “the website feels like the clinic” is the comment we hoped for.
The Pabau booking flow has quietly become the preferred booking path over phone and email.
Dr Hass’s team can publish treatments, conditions, and press without touching code.
Deliverables Overview
Here’s the full list of what Dr Hass Clinic walked away with at the end of the 12-week engagement:
Brand identity system — logo system, wordmark, monogram, palette, typography, iconography, photography direction, voice guidelines.
Website design — high-fidelity Figma pages for home, treatment index, treatment template, conditions, founder, clinic, press, gallery, blog, contact — mobile-first.
Custom WordPress + Bricks theme — hand-coded, performance-tuned, with modular editable sections.
Pabau booking integration — sticky-CTA routing on every page, cleanly handed off into the Pabau scheduler.
Trustindex & Mailchimp integrations — live review feed styled to the site, plus newsletter with £50-off trigger.
Launch kit — favicons, OG images, UK-GDPR consent mode, sitemap, robots.txt, 301 redirect map.
Training — two Loom walkthroughs on section editing, publishing treatments and press features.
30-day aftercare — post-launch support covering bug fixes, copy tweaks, and speed checks.
Key Takeaways
For agencies or founders looking at a similar project — a premium service brand whose website is lagging behind the room clients actually walk into — the three lessons we’d pass on from this engagement are these:
In aesthetics, discretion is a design decision. A disciplined palette, editorial typography, and interior-styled photography do more for premium positioning than any amount of credential copy.
Lead with the surgeon, not the services. In a surgeon-led clinic, the founder is the product. We put Dr Hass above the treatment menu — because that’s the actual differentiator.
Treat press features as proof, not decoration. Position the “As Seen In” band where the visitor is deciding whether to keep reading, not at the bottom of the page as an afterthought.
If you’re sitting in a similar spot — a premium clinic, boutique practice, or private service whose website doesn’t match the room — this is the kind of engagement we specialize in. One conversation is all it takes to see if it’s a fit.
D
DigiFlav Editorial Team
Digiflav Web
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