Facelift
Barcelona
Facelift · Barcelona
Facelift Barcelona isn’t a practice website. It’s something more specific than that — a dedicated site built around a single procedure category, facelift surgery, performed at IMAGN Institute Barcelona by Dr. Ahmad Saad. It exists to do one thing: reach patients in Barcelona and internationally who are already researching facelift surgery and connect them to the practice. Every decision made on this project — the domain, the structure, the visual language — follows from that purpose.
The brief.
This project didn’t start with a design brief. It started with an SEO insight.
The studio’s SEO partner identified a meaningful search opportunity: patients actively looking for facelift surgery in Barcelona, in volume significant enough to justify building a dedicated site around it. The main IMAGN Institute site covered the procedure, but it wasn’t structured to fully capture that specific search intent. The recommendation was to build a site that was.
The domain was part of the strategy from day one. On the SEO partner’s recommendation, facelift.barcelona was registered — a domain that tells search engines exactly what the site is for, in the language of the market it’s targeting. Design came next. The brief that arrived at the studio wasn’t a brief to build a website — it was a brief to build the right site for a specific audience, a specific search intent, and a specific surgeon.
What was built.
A new identity,
related but distinct.
Facelift Barcelona needed its own logo and visual language. Not because it’s a separate practice — it isn’t — but because a dedicated site serving a specific audience needs to stand on its own. The identity needed to read as a sibling to IMAGN Institute: recognizably connected to the same practice, without borrowing the parent brand’s visual logic wholesale.
The direction is darker and carries more visual weight
than IMAGN Institute. That choice was intentional. A patient
researching facelift surgery is already in a serious mode of
decision-making — they’ve moved past the awareness stage and into
the research stage, weighing surgeons, techniques, and outcomes. The visual register of the site needs to match where they are in that process. A lighter, warmer visual language would have been the wrong signal for a patient already this far into their research.
than IMAGN Institute. That choice was intentional. A patient
researching facelift surgery is already in a serious mode of
decision-making — they’ve moved past the awareness stage and into
the research stage, weighing surgeons, techniques, and outcomes. The visual register of the site needs to match where they are in that process. A lighter, warmer visual language would have been the wrong signal for a patient already this far into their research.
Five procedure
pages, built for the
research stage.
The site is structured around the techniques Dr. Saad performs: mini facelift, neck lift, deep plane facelift, brow and eye lift, and endoscopic facelift. Each has its own dedicated page. The logic is both structural and strategic — individual pages allow each technique to rank in its own right, and they give patients who are already comparing procedures somewhere to land that speaks directly to what they’re looking for. Someone researching deep plane facelift surgery in Barcelona doesn’t need a homepage overview. They need a page that addresses the technique in depth, establishes why this surgeon is the right one to perform it, and makes the path to consultation obvious.
The site runs in Spanish and English. Every page connects back to IMAGN Institute for consultation and booking — Facelift Barcelona’s job is to bring the patient to that point.
This project is what happens when SEO strategy and design work from the same brief rather than in sequence — the site exists because the opportunity was identified first, and every design decision made sense only because the strategic purpose was already defined.
Let’s talk.
Your practice.
Your site.
Tell us about your practice and
what you’re trying to build.
what you’re trying to build.
What was built.
A new identity,
related but distinct
Facelift Barcelona needed its own logo and visual language. Not because it’s a separate practice — it isn’t — but because a dedicated site serving a specific audience needs to stand on its own. The identity needed to read as a sibling to IMAGN Institute: recognizably connected to the same practice, without borrowing the parent brand’s visual logic wholesale.
The direction is darker and carries more visual weight than IMAGN Institute. That choice was intentional. A patient researching facelift surgery is already in a serious mode of decision-making — they’ve moved past the awareness stage and into the research stage, weighing surgeons, techniques, and outcomes. The visual register of the site needs to match where they are in that process. A lighter, warmer visual language would have been the wrong signal for a patient already this far into their research.