Fulcrum Aesthetics
Who
Fulcrum Aesthetics is Chicago’s premier center for plastic surgery and medical aesthetics. Led by Dr. David Hill and Brittony Croasdell, Fulcrum is dedicated to measurable excellence — offering top-tier cosmetic services while also serving as a leader in education through the Crux Education Center, which provides aesthetics and surgical training.
Their tagline, Beauty In Balance, perfectly describes both their approach to medical aesthetics and the vision they had for their brand identity and website. They wanted something timeless, sophisticated, and refined — a digital space that felt just as elevated as their clinic.
What
I worked with Fulcrum Aesthetics to launch their website ahead of the grand opening of their new Chicago clinic. Before we worked together, they had attempted to DIY their site on Squarespace, and despite having beautiful branding, the website just wasn’t hitting the level of sophistication they envisioned.
Beyond aesthetics, the site also needed to serve multiple purposes — clients needed to be able to book appointments, browse their full menu of services, shop products, and learn about their educational offerings, all within a seamless, easy-to-navigate experience. With my expertise in Squarespace, I refined the structure and elevated the design to be a digital reflection of their stunning new space.
One of my favorite features we added were the “live photos” introducing their staff, which bring a dynamic, personal touch to the site!
About Page Live Photos →