Portfolio / Brand and digital product
Having surgery far from home starts with trust.
Thousands of travellers come to Colombia for an aesthetic or medical procedure, and the search they run beforehand is always the same: Google, Facebook groups, a friend's contact. BeautyBook exists to put that in order. We built the brand from scratch — name, promise, identity — and the platform that holds it up: a specialist directory with search by city and category, listings with reviews, booking, and even the transport for the trip.
01The brief
A huge industry with nowhere to look.
Medical travel moves through all of Colombia — aesthetic surgery, dentistry, specialist medicine — and yet the traveller decides on the worst information available: Instagram posts, WhatsApp lists, and the word of someone who had a procedure two years ago. There is no place to compare, no reviews you can verify, no way to know who is still practising.
The brief had two halves. First, build a brand able to carry a promise of trust without sounding like a clinic or a travel agency. Second, build the platform where that promise is kept: search, compare, book and arrive.
What the traveller decides before flying
- 01Who performs the procedure, and where
- 02What people who went through it say
- 03What it costs and what it includes
- 04How to book from another country
- 05How to get around once they land
- 06Who to write to if plans change
Our role
Brand construction — name, promise, visual identity and voice — and the build of the whole platform: directory with categories and filters, specialist listings, reviews, booking, forms, transport services, and provider plans.
02Architecture
A directory is not a list.
Anyone can publish clinic names. What turns that into a product is the structure you search, compare and book with.
Category, city and distance.
The search sits in the first screen and crosses three things: what the traveller needs, in which city, and within how many miles. Below it, medical categories carrying their real published count.
Listings you can hold side by side.
Every specialist carries category, location, description, and actions to compare, save and open a gallery. Alongside, an advanced search panel with radius, price range and specialty filters.
The trip is part of the service.
Airport transfer, city mobility and tours: the platform covers what happens between the plane and the consulting room, which is exactly where a foreign patient feels alone.
03The idea
What this brand had to settle.
Nobody flies a thousand miles for a procedure. They fly for a guarantee.
The decision is not made by comparing prices: it is made when someone believes they will be well looked after and that, if things go differently, there is someone to turn to. A catalogue does not communicate that — a brand that takes responsibility for who it lists does.
So the promise ended up written into the platform's own signature: booking with confidence. And that is why the architecture puts reviews, verification and travel support on the same level as the specialist's listing.
SearchTrustBook
04The system
From the search box to a booked consultation.
Six pieces hold the platform up, and a traveller crosses all of them without leaving the site.
WordPress · Elementor
Site and templatesClassified Listing Pro
Directory and listingsBooking system
Appointments and availabilityReview schema
Verifiable ratingsFluent Forms
Enquiries and contactWooCommerce
Provider plans
- 01
They arrive searching
The traveller comes through organic search or a recommendation and finds a search box asking for exactly what is already in their head: service, city and category.
- 02
Browse by category
Aesthetic medicine, aesthetic surgery, dentistry, specialist medicine, LASIK, hair implants. Each card shows how many listings are published — no inflated catalogue.
- 03
Filter properly
An advanced panel with keyword, category, location, radius in miles, price range and specialty filters: what separates a directory from a list of links.
- 04
Compare listings
Every specialist or service has a listing with photo, category, description and location, plus actions to compare, favourite and open the gallery.
- 05
Read reviews
Ratings and comments on the listing, marked up as structured data so they also show outside the site, in search results.
- 06
Book
Registration, service selection and appointment booking — in person or virtual — through the booking system built into the platform.
- 07
Solve the transfer
Airport transfer, city mobility or a tour: the transport block covers the part of the trip no clinic resolves.
- 08
Providers come in
On the other side, plans let a specialist publish a listing and manage their presence. A directory lives off the supply that joins, not only the demand that arrives.
Six medical categories · two languages · one journey
05The brand
Built from the name outward.
There was no prior identity: everything visible today — what it is called, what it promises, and how it looks saying it — came out of this project.
Booking with confidence.
BeautyBook names both halves of the business — the aesthetic and the booking — and the «Booking with confidence» signature puts the guarantee in the logo rather than on a separate page.
A guide, not a marketplace.
«Latin America Most Trusted Medical Travel Guide»: the brand presents itself not as a shop window of clinics but as the guide that accompanies — which is what a foreign patient is looking for.
Clinical blue, warm photography.
A deep blue carrying the medical seriousness, a light sky to breathe, and photography of people — not operating rooms — so the promise reads as human.
06The platform
What is built today.
Figures for the published structure, not traffic or campaigns: what a visitor can walk through on beautybook.com.co.
- 6
- Medical categories in the directory
- 3
- Countries listed as destinations
- 3
- Transport services integrated
- 2
- Sides: traveller and provider
07Visual system
Consulting blue on light sky.
Brand · Buttons · Copy
- HEX
- #05658B
- RGB
- 5 · 101 · 139
Headings and footer
- HEX
- #06334A
- RGB
- 6 · 51 · 74
Cards and soft states
- HEX
- #BDD9F1
- RGB
- 189 · 217 · 241
Section backgrounds
- HEX
- #EDF5FB
- RGB
- 237 · 245 · 251
Descriptions and listings
- HEX
- #5A7285
- RGB
- 90 · 114 · 133
08Typography
One family for the whole guide.
Montserrat
Aa Bb Cc — 0123456789
SemiBold 600 · Bold 700
Montserrat Regular
Aa Bb Cc — 0123456789
Regular 400 · Medium 500
Montserrat · small caps
Aa Bb Cc — 0123456789
SemiBold 600
Latin America Most Trusted Medical Travel Guide
clamp(32–52) · 0 · 600 UPBrowse A Variety Of Doctor Categories
clamp(24–38) · 0 · 700Aesthetic medicine · 4 listings
clamp(17–22) · 0 · 600Browse categories, check what other patients rated, and book your consultation before you board the plane.
15 / 26 · 0 · 400Booking with confidence
12 / 16 · 10% · 60009The platform
The brand put to work.
The brand promise over photography of people and, on top of it, the search that crosses service, location and category from the first screen.
Advanced search with radius, price and specialty alongside; listings with category, description, and actions to compare, save and open the gallery.
Six specialties with their real published counts. The number comes from the catalogue: when a provider joins, it goes up on its own.
Airport transfer, city mobility and tours: the part of medical travel no clinic covers, and the one that decides whether the trip feels accompanied.
Three steps with no jargon: find the health destination, check reviews, make a reservation. It is the patient's anxiety, put in order.
The traveller searches from a phone, usually from another country and another time zone: the search and the promise fit the first screen.
10The outcome
A new brand and a platform ready to fill up.
BeautyBook exists as a brand and as a product: name, promise, identity, and a live site where you search by category and city, compare listings, read reviews, book, and sort out transport. On the other side, provider plans and registration leave the door open for specialists to come in.
What comes next is catalogue. The structure is built and each category's count comes from the directory itself, so adding clinics does not touch the design — it touches operations. That is the phase where a platform like this wins its market, and it is where the project stands today.
Stack
- 01WordPress · ListyGo theme
- 02Elementor Pro · WPBits Addons
- 03Classified Listing Pro · directory
- 04Booking system for appointments
- 05Review Schema · indexable ratings
- 06Fluent Forms · enquiries and leads
- 07WooCommerce · provider plans
- 08GTranslate · Rank Math · Hostinger
What this case does not claim
The trust figures the brand publishes about itself — clients served, destinations — are its claim, not a result we measured, so they do not appear here as a project number. The directory today is seeded with starter listings: what is shown is the platform working, not a full catalogue.
More work
A market with no references goes to whoever builds the trust first.
Wherever people decide on loose recommendations — health, aesthetics, professional services — the opportunity is not publishing a list: it is being the place where things get compared on real criteria. That starts with a brand willing to take responsibility and a platform that holds it up.
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