Unifying a complex portfolio of products into one scalable brand

The challenge

Aspen’s two primary revenue-driving brands, Aspen Laser and TheraLight, were educating the market and building credibility independently (each with its own identity, website, and messaging) instead of benefiting from a unified parent brand.

In a loosely regulated industry where misinformation is common, this fragmentation diluted credibility and made it harder for Aspen to serve as the clear, trusted voice in the market. This created confusion in the market, limited cross-sell opportunities, and weakened brand protection in a crowded, poorly regulated category.

At the same time, Aspen was expanding its product portfolio and targeting new markets, but lacked a cohesive brand system, modern website, and marketing foundation to support growth or enable its sales team.

The solution

We began with a comprehensive brand strategy that unified the business under a clear parent–subbrand architecture—positioning Aspen as the trusted, evidence-based parent brand while clearly defining the role and audience for each subbrand. We then built a flexible visual identity system for Aspen and all subbrands, designed to scale as new products and markets are introduced.

From there, we designed and launched a single, unified website that clearly communicates how each brand and product fits together, makes it easier for users to self-identify, and guides buyers with clearer CTAs and purchasing paths, supporting both fast-turn and long-cycle sales.

To set Aspen up for sustainable growth, we defined target audiences across clinical, wellness, and emerging markets and built the marketing foundation to support them. This included establishing and aligning social channels, refining messaging for key leaders, rebuilding paid search and remarketing programs, and standing up analytics, attribution, and CRM infrastructure in HubSpot and GA4. We also aligned email and lifecycle experiences to the new brand and website, ensuring Aspen could measure performance, nurture demand, and scale marketing with confidence.