Same laser. New brand. $500 more.
How we rebranded Aerolase from sterile to sought-after.
Medical aesthetics
Boston-based
Skin laser technology
Global presence
Aerolase had a laser for every skin type and a brand that looked like everyone else’s. We rebuilt it from the ground up. Consumers said they would pay $500 more for the same treatment.
A category-leading laser, a category-average brand
Aerolase had built something rare in dermatology: a laser that treats every skin type and tone safely. The technology was premium, inclusive, and genuinely different. The brand was none of those things.
Across every channel, Aerolase looked like the sea of sterile clinical competitors it was trying to stand apart from. The messaging led with specs, not people, and connected with neither the clinicians who buy nor the patients they treat. For a company about to expand globally, that was a credibility problem. Nothing told the world why Aerolase was different.
So the rebrand began where recognition begins: with a new mark built to make Aerolase feel as distinctive as its technology.
Across every channel, Aerolase looked like the sea of sterile clinical competitors it was trying to stand apart from. The messaging led with specs, not people, and connected with neither the clinicians who buy nor the patients they treat. For a company about to expand globally, that was a credibility problem. Nothing told the world why Aerolase was different.
So the rebrand began where recognition begins: with a new mark built to make Aerolase feel as distinctive as its technology.
Look, story, distribution.
Aerolase didn’t need an update. They needed a new identity from the ground up.
First, the visuals. We designed a new logo and visual system with the polish of a premium consumer brand, not a clinical datasheet, so Aerolase stands out on sight in a category that all looks the same. A complete brand book made it repeatable across every market and channel.
First, the visuals. We designed a new logo and visual system with the polish of a premium consumer brand, not a clinical datasheet, so Aerolase stands out on sight in a category that all looks the same. A complete brand book made it repeatable across every market and channel.
A story, not a spec sheet
Then the message. We led with what the technology means: better patient outcomes, faster ROI, less complexity. And we found the idea Aerolase alone could own. Its laser works safely on every skin type and tone, something most devices can’t claim, so we turned that fact into a brand stance: accessible skincare, healthy energy for all skin.
To make it hold, we ran messaging workshops across leadership, sales, and marketing, and built the narrative on our Messaging Matrix and Value Pillar Framework, so brand, product, and channel spoke with one voice.
To make it hold, we ran messaging workshops across leadership, sales, and marketing, and built the narrative on our Messaging Matrix and Value Pillar Framework, so brand, product, and channel spoke with one voice.
One brand, everywhere
Then we put it everywhere, consistently. A refreshed website, a new kit of brochures, pitch decks, and event materials, and an adoption playbook with an interactive style guide and templates, so Aerolase’s global teams could stay on-brand without slowing down.
“From the start, the Ooho team brought a strategic, research-driven approach to our rebrand. They helped us clarify our positioning, refine our messaging, and create a visual identity that truly reflects our innovative technology. Their ability to translate complex technical concepts into an accessible, compelling brand story was invaluable.”
Sean Johnson
VP of Marketing
Numbers that turned heads (and a market's expectations)
The new brand had its first public test at IMCAS, the industry’s largest medical aesthetics congress. The reaction was immediate.
Value
$500
consumers said they’d pay $500 more for the same Aerolase treatment under the new brand*
Adoption
95%
on-brand adoption by Aerolase’s own marketing team, working from the interactive style guide and templates
Position
Category leader
Prospects and partners now engage with Aerolase as a category leader, not another laser company
Like the skin health Aerolase sells, the brand is built to last.
Built to last, not just to launch
The rebrand set Aerolase up to grow: a clear position as a leader in laser skin health, a brand consistent enough to scale across borders, and an identity no competitor can be mistaken for. Aerolase is no longer just another laser company. It is a leader in healthy energy for all skin.
At Ooho, a rebrand has to move the business, not just modernize the logo. Aerolase’s $500 lift is what that looks like.
At Ooho, a rebrand has to move the business, not just modernize the logo. Aerolase’s $500 lift is what that looks like.
“The results speak for themselves. The response at IMCAS was overwhelmingly positive, and we’re already seeing stronger engagement and recognition across our markets. Thanks to Ooho, Aerolase now has a brand that matches the caliber of our technology and sets us up for long-term growth.”
Attribution to confirm
Aerolase
What we brought to the table
Brand Strategy & Positioning
Visual Identity & Messaging
Sub-brand Design & Messaging
Sales Enablement & Lead Generation
Event Marketing & Execution
sales pitch
outreach templates
Don’t just be seen. Be remembered.
We build brands that make your science impossible to overlook, and worth more once it’s understood. Let’s talk about your rebrand.