Brand Direction & Proposal

NORTH HOUSE

Medical Centre

Where the warmth of a luxury retreat meets the confidence of expert medical care.

Prepared forRachel — Founder
Prepared byApril
IncludesIdentity · Market · Scope
i — Introduction
The opportunity

A clinic that feels like nowhere else nearby.

The brief was clear from the first conversation: this shouldn't feel like "another aesthetic clinic." Not the neutral, wood-slat, stock-photo sameness popping up everywhere — and not cold or clinical either.

North House sits in a beautiful Yorkshire stone building, being taken back to brick and rebuilt properly — stone cladding from the lower ground up the staircase, arched openings between spaces. That gives us a rare thing: a brand and an interior designed together, from scratch, to say exactly the same thing.

This document sets the creative direction, shows where North House sits against the market, and lays out a clear scope and price so you always know what you're getting for your investment.

Reception — walnut desk, stone arch corridor, bouclé chairs and backlit logo
Creative direction — reception
01 — Strategy
Brand strategy

Luxury hotel reception, meets premium medical clinic.

Everything below is drawn from your own words. The job of the brand is to make people feel this before they've read a single line of copy.

01

Exclusive

By appointment, considered, never mass-market. The quiet confidence of somewhere you feel lucky to have found — not the clinic advertising £99 lip offers.

02

Welcoming

Warm, homely, human. You're greeted like a guest in a beautiful home, not processed like a patient — given time for care that never feels rushed. This is the softness that sets us apart.

03

Trustworthy

Genuinely medical. Expertise, discretion and results you can rely on — the credibility that earns a discerning, long-term client.

Positioning statement

For discerning people who want to look like the best version of themselves, North House is the medical aesthetics clinic that pairs clinical expertise with a warm, considered welcome.

Brand personality
RefinedWarmDiscreet AssuredConsideredTimeless
Tone of voice

Calm and confident. We speak plainly and kindly — never salesy, never clinical jargon, never hype. Think a trusted expert who also happens to be lovely company. Editorial, not "influencer."

Who we're for
  • The core client
    Women and men, roughly 30+, with the means and taste to invest in themselves. They value quality, discretion and expertise over trends and discounts.
  • What they want
    To retain or regain a natural, youthful look — "high-fidelity," undetectable results and healthy skin, not an overdone face.
  • Who we're not for
    Those seeking trend-led, offer-driven treatments. North House is positioned for clients who value discretion, longevity and a refined experience — protecting both the price point and the room.
  • What earns their loyalty
    Excellent, personal customer service and a considered journey from consultation through to treatment — feeling looked after, remembered and safe.
Customer journey

From first glance to returning guest.

North House should feel continuous — not a clinic bolted onto an Instagram page, or aftercare left to chance. One experience, designed end to end.

Every touchpoint is intentionally designed.

Brand, digital, space and follow-up aren't separate jobs — they're one system. That's why this work goes beyond interiors alone. A path this considered maximises what the house gains from loyalty and recommendation — every touchpoint earning its keep, trust compounding, the business growing because the experience is complete.

02 — Market
Competitor & market analysis

Where North House sits — and the gap it owns.

I looked at the clinics you mentioned, the wider high-end UK aesthetics market, and the brands you're drawn to. There's a clear, open space that suits North House perfectly.

BrandWhat they do wellThe gap / where it falls short
Coppergate Clinic Boutique private hospital in York; strong surgical credibility, family-run warmth, established reputation. Your read exactly: closest to the vision but the identity feels dated and heavy — it doesn't look as premium as the care behind it.
Dentistry @ Holme Local, award-winning; nails the "luxury hotel, not clinical" feeling in-room, spa-like and calming. The brand and website don't finish the story — pleasant but generic, lacking personality and familiarity; not the full, cohesive package end-to-end.
The London set
Mesglo · Dr Harry		 Doctor-led editorial luxury at a high polish — the refined, aspirational standard most people admire. Credible, considered, unmistakably premium. Cool, dark and metropolitan rather than warm and homely. Impressive, but not the Yorkshire welcome North House can own.
The "wood-slat" crowd Clean, on-trend, inexpensive to produce. Same neutral palette, same slat walls, same stock imagery. Interchangeable — the very thing you don't want to be.
Positioning map

Warm + credible is wide open.

The market splits two ways: cold-but-clinical, or on-trend-but-generic. The genuinely luxurious brands tend to be cool and editorial. Almost no one is delivering real medical credibility and the warm, characterful welcome of a great hotel. That's the quadrant North House can own.

Distinctive · Luxury Generic · Commodity Warm · Welcoming Cool · Clinical
North House
Mesglo · Dr Harry
Coppergate
Dentistry @ Holme
Wood-slat crowd
Net-a-Porter

Editorial luxury done with restraint — generous white space, elegant serif/sans pairing, product treated like art. Our cue for polish and confidence.

Victoria Beckham

Understated, grown-up, quietly expensive. Nothing shouts. Our cue for tone and taste — refined over loud.

Grantley Hall

Yorkshire luxury: heritage building, contemporary opulence, faultless hospitality. Our cue for warmth + place — exactly the feeling on arrival.

The takeaway

North House wins by being the warmest credible clinic in the room. Heritage stone building, arched thresholds, walnut and brass, a botanical-green signature — hotel-grade hospitality wrapped around real medical trust. It should feel less like "a clinic near me" and more like a private members' retreat you're quietly thrilled to belong to.

03 — Direction
Creative direction

The world of North House.

Built around the materials, arches and pieces you're already drawn to — so the brand and the building tell one continuous story.

Arched treatment room
Arched threshold
Materials: walnut, lacquered botanical green, brass, stone, taupe linen
Material palette
Natural stone wall close-up
Natural stone
Ribbed walnut mirror
Ribbed walnut
Ceramic table lamp with pleated shade
Warm lighting
Walnut forms — dark walnut tables and cognac leather
Walnut forms
Treatment room direction — warm materials with big-leaf live plants
Treatment atmosphere
Materials

Walnut, natural stone, lacquered botanical green, brushed brass, warm plaster, textured linen.

Signature form

The arch — open arched thresholds and arched treatment-room doors, echoed in the logo and across every touchpoint.

Light

Warm, low and layered — lamps over downlights. Golden, flattering, hotel-like; never bright-white clinical.

Details

Product displayed like a boutique, considered stationery, big-leaf live plants, tactile finishes.

04 — Identity
Logo & identity

An arch-led mark rooted in place.

The primary identity is an arched frame holding a north star and soft hill contours — a mark that belongs to Yorkshire and to the building, not a generic clinic lockup.

North House primary logo on botanical green

Primary — botanical green · used throughout

North House primary logo on light ground

Primary — ivory / light

These lockups are directional samples for now. A full logo exercise with options is part of Phase 1 Brand Strategy & Identity.

Where the mark comes from

Four ideas that shaped the identity.

Pennine hills

Simple contour lines — minimal, beautiful and instantly regional.

The valley

Holmfirth sits in a valley — the arch becomes the valley, and the doorway home.

Packhorse bridge

Those elegant old Yorkshire bridges — a single refined arch, very grown-up.

Compass north

Not a literal N — the idea of orientation, guidance and heading north. A quiet story.

Colour palette

Warm, grounded, quietly expensive.

Warm Espresso Brown
#4A4036

Logo, headings, signage & key brand elements.

Soft Ivory / Cream
#F7F4EF

Primary backgrounds & website sections.

Warm Stone
#D8D0C5

Secondary backgrounds & subtle design elements.

Taupe
#B3A79A

Icons, borders & supporting graphics.

Deep Botanical Green
#2F3A34

Accent — call-to-action, foliage & premium highlights.

Brushed Brass · metallic
#A9885E

Optional metallic — foil, hardware & fine detail. Drawn from the interior.

Your original palette, kept intact — with a brushed-brass metallic added as an optional accent to echo the walnut-and-brass materials in the space.

Typography

A classic serif, a clean modern sans.

Display / Headings — Cormorant Garamond
Ageing, beautifully.
Aa Bb Cc Dd   1234567890   & ?!
Body / Interface — Jost

A calm, confident voice for treatment descriptions, the website and your patient journey — highly legible, contemporary and quietly premium. Used at a light weight with generous spacing, it lets the serif headings and photography do the talking.

Light 300

North House

Regular 400

North House

Medium 500

North House

Both are free, professional Google Fonts — no licensing cost, and they work across the website, print and social.

05 — Applications
Brand in the wild

How it comes to life.

A first look at the identity applied across the pieces in your scope — website, social and signage.

northhousemedical.co.uk Open full page

Website — homepage through the considered treatments menu

Instagram sample templates
Skin · Injectables · Regenerative
Because your
confidence is
the best you.
North House
Treatment room — arched product alcove tile
Treatment
of the month
Polynucleotides
Meet the team
A warm
welcome
awaits.
By appointment
Hair clinic reception brand moment tile
Client story
Natural.
Considered.
You.
Results · North House

Six rotating post templates — swap copy & imagery weekly

Signage & frontage

Day frontage on real Yorkshire stone — centred fascia wordmark (wording only), calm top trough wash, evening-style gooseneck lights, icon-only projecting sign with top strip light, ivy window boxes, opening times on the door, and the warm reception desk readable through the ground-floor windows. Evening and Today insets for reference.

North House exterior — daytime concept with Yorkshire stone, botanical-green fascia, ivory lettering, gooseneck lights, hanging-sign strip light, ivy window boxes, door opening times, and reception desk visible through ground-floor windows
EveningNorth House exterior — evening concept
TodayCurrent shopfront today
Day · Yorkshire stone · calm fascia · goosenecks · hanging-sign strip · ivy boxes · door hours
06 — Spaces
Spatial visualisation · to be refined

Seeing the rooms, early.

First-pass concept renders of key spaces — each with a Today inset so you can read current vs proposed. We'll refine these after this round once direction is locked.

Reception concept — desk against new wall, backlit arch icon, Obagi and Medic8 shelves
TodayReception today
Ground floor · arrival

Reception

Same left-to-right order — narrower product arch with Obagi/Medic8; dark walnut desk with North House Medical Centre; backlit arch icon on the wall behind the desk; stone arch then stairs. Zoomed out for a lounge with sofa, walnut coffee table, wicker rug and olive tree on dark wood floors.

  • Dark walnut desk
  • Backlit logo behind desk
  • Dark wood floors
  • Lounge seating
Zoomed-back landing — Yorkshire stone stair wall, stone arch into treatment, reception on the back wall
TodayTop of stairs today
Stairs · stone · reception

Top of stairs

Zoomed back: stairs stay put on the left with a faux Yorkshire stone stair wall and paired lit artworks; stone arch directly beside them opens into the treatment room; reception sits on the back wall (site logo-wall position) — botanical-green panelling, walnut ribbed desk with under-glow, softly backlit arch+star icon.

  • Yorkshire stone stair wall
  • Arch beside stairs
  • Open to treatment
  • Reception on back wall
Treatment room — shutters, spotlights, fireplace and big-leaf live plants
TodayTreatment room today
Ground floor · treatment

Treatment room

Warm spa-clinic calm — stone fireplace, arched mirror, backlit shelving, and substantial live plants with big green leaves. Plantation shutters in place of the fabric blind, with recessed spotlights in the ceiling for controlled light.

  • Plantation shutters
  • Ceiling spotlights
  • Keep the fireplace
  • Big-leaf greenery
Cloakroom — microcement / tile, not floral wallpaper
TodayBathroom today
Ground floor · cloakroom

Bathroom

Still premium — microcement / large-format tile and warm brass, hotel-spa quiet rather than busy wallpaper.

  • Microcement / tile
  • Warm brass
  • Hotel-spa quiet
07 — Signature
Creative opportunities

Signature moments.

The small, brandable experiences that make North House unmistakable — the details guests feel before they can name why they love it.

These are the details guests remember.

Directional ideas to explore in Experience & Launch — some fold naturally into the journey, others are optional elevations when the time is right.

08 — Investment
Scope & pricing

Phased delivery — clear stages, one total.

Three phases from strategy & identity through launch. Figures cover the initial 12 months and include ongoing creative support valued at around £1,200.

01Phase

Brand Strategy & Identity

Foundations and the mark — one package.

  • Positioning, brand narrative & customer journey
  • Competitor & market foundations
  • Moodboards & interior vision
  • Logo options exercise, suite & brand devices
  • Colour palette & typography
  • Identity guidelines (including print collateral foundations)
  • Ideas for interior and signage (exterior, window, internal)

Deliverables: Strategy lock / sign-off pack, moodboards, logo suite, palette, type, devices, guidelines, interior & signage direction

£2,400
02Phase

Experience Design

Space and screen, designed together.

  • Interior creative direction & visualisations
  • Website design — Home, About / Meet the team, Treatments & pricing, Gallery, Where to park, Contact
  • Designed for a CMS so you can update content yourself whenever you like
  • Wireframes, visual design & booking journey (planned for Fresha)
  • Discuss products / online shop — designed into the site pathway
  • Developer-ready designs before build

Deliverables: Interior Visual Package, full website design (all key pages)

£2,200
03Phase

Launch & Growth

Go live, then keep it sharp.

  • Gift voucher design
  • Treatment plan booklet design (digital and/or print — you supply clinical content)
  • Appointment cards & print collateral / stationery
  • Email templates
  • Six rotating branded Instagram templates + highlight covers
  • Website development & go-live — build oversight, SEO, analytics, Fresha connection
  • Ongoing creative support for the initial 12 months

Deliverables: Gift voucher, treatment plan booklet, appointment cards & print stationery, email templates, Instagram kit (6 templates + highlights), website development & live site

£1,150

Total project investment — £5,750

Retainer value ~£1,200 included for the initial 12 months — gifted. Ongoing creative support so the brand stays considered after launch, not abandoned on opening day. Happy to handle website updates on your behalf if you'd rather not touch the CMS yourself.

Booking & retail — already in the thinking

The site is planned so it can work with Fresha for appointments, and so product retail (Medic8, Obagi and beyond) can sit naturally in the experience — not bolted on later. We design the journey and the pages around those needs from the start; exact setup depends on how you want bookings and shop to run at launch.

Payment, your way

Cash and treatment-swap. Domain is already yours; hosting & domain renewal billed at cost. Beyond Phase 3, I only charge for time spent.

How phases work

Each phase builds on the last. We can pause between stages if the fit-out timeline needs it — sensible order stays Strategy & Identity → Experience → Launch.

09 — Next steps
How we get there

A calm, clear process.

  • Phase 1 — Strategy & Identity

    Lock strategy, journey and positioning; then logo suite, palette, type, devices, guidelines, and interior & signage direction — ready for the fit-out.

  • Phase 2 — Experience

    Interior visualisations refined; website designed end-to-end (including product / shop pathway), developer-ready before build.

  • Phase 3 — Launch

    Gift voucher, treatment plan booklet, appointment cards & print stationery, email templates, Instagram kit, website development & go-live (build oversight, SEO, analytics, Fresha), with ongoing creative support for the initial 12 months.

Whenever you're ready

Happy to walk through any of it, adjust phasing, or start with Strategy & Identity. — April