Andrey Saprygin is a plastic surgeon. The project initially focused
on redesigning his outdated website, but as work progressed,
it became clear that a complete overhaul was needed.
In addition to updating the content, we redefined
his positioning: moving away from targeting an overly broad
audience, identifying a more specific patient group, and clearly
articulating what sets him apart from competitors
The positioning was built around sexuality, attractiveness,
and emotion. The focus shifted from surgery as a medical
service to the desired outcome and how patients want to feel
about themselves. This approach created a distinctive brand identity,
set it apart from the restrained tone of medical
communications, and resonated more directly with a narrowly
defined target audience
A dedicated photoshoot with models was produced
for the project, with an aesthetic closer to fashion
photography than to the imagery typically used by plastic
surgeons
The design needed to do more than showcase striking
photography — it had to carry that aesthetic throughout
the interface
An asymmetrical grid, a charcoal background, distinctive
Cormorant typography, generous whitespace, and unconventional content
layouts create a boutique feel. Together, these choices form
a cohesive, evocative visual identity that reinforces
the positioning and distinguishes the website
from conventional medical websites
Plastic surgery is a sensitive service, so emotional appeal
alone is not enough. The website incorporates several layers
of evidence to establish the surgeon’s expertise:
before-and-after results, video testimonials, and facts
and figures about his practice. Rather than a brief, standard
“About the Doctor” section, we created a dedicated page
that explores his experience and approach in greater depth
The project encompasses a complete multipage website,
with the chosen visual concept applied consistently across
the homepage and individual service pages. A unified
approach to design and content reinforces the new
positioning and highlights what sets the surgeon apart
from competitors. Only the surgeon’s name and list
of services were retained from the original website —
the structure, user flows, copy, and visual language were
all developed from scratch
