Athenix, Body Sculpting Institute was a new cosmetic surgery chain on the U.S. west coast. After an initial research period and competitive analysis, we created an identity that feels warm, beautiful and empowering. The name derives from the Greek goddess Athena who was known as the patron goddess of the sculpting arts and used wisdom as a problem solving technique. Brand emphasis was placed on medically sound procedures, using testimonials and informational graphics to demystify the cosmetic surgery process whenever possible. A rich metallic color scheme and traditional typography compliment the high-end spa feeling of the Athenix experience.This project included brand strategy, naming, tagline, logo, look and feel, 60 second TV commercial, media buy, collateral and website design and social media campaign.