Imagine our excitement when we received a call from Lee Ponsky, MD, a premiere urologist and featured TED Talks speaker, located in Cleveland, Ohio. Dr. Ponsky wanted to discuss how we could uniquely launch a new concept in laser tattoo removal. His stipulation – he wanted an outside-the-box creative solution. Wow! How we wish we had more Dr. Ponskys engaging us. We were up for the challenge.
We knew Dr. Ponsky didn’t want us to position him like most typical laser tattoo removal services – commodity language of laser technical specifications and best pricing in town, yadda, yadda. Together, we decided to name the practice, Ink On. Ink Off. and introduce a new concept: clinician-led tattoo center located in Cleveland specializing in laser tattoo removal, tattoo alterations, and tattooing. We created a new market category we called, “Clinical Artistry,” meaning that Ink On. Ink Off. is a clinical arts community deliberately designed to give clients options they’ve never had. Until now. Edgy, techy, friendly…we’re like Marcus Welby meets Criss Angel.
We started with the practice name, INK ON. INK OFF., and we built a fully-responsive website with edgy images shot by Dr. Ponsky’s sister, a professional photographer. The logo we designed, the copy we developed, and the overall brand identity (digital and print) were designed with a focus on appealing to a new category of body artist. Dr. Ponsky was (and still is!) thrilled with the final results.