Chapter Aesthetic Studio National Growth and Brand Strategy

Ashley Gibbons, Contractual Project with Chapter Aesthetics

Chapter Aesthetics is a rapidly growing medical aesthetics brand that offers personalized, non-invasive cosmetic treatments across the United States. Known for its client-first approach, Chapter blends clinical expertise with lifestyle-based beauty regimens, redefining the medspa experience. The brand has scaled significantly, focusing on providing consistent, high-quality services across all locations with an emphasis on trust, transparency, and transformation.

As Creative Director, Ashley played a pivotal role in the growth, alignment, and redefinition of the Chapter Aesthetics brand. Her involvement spanned multiple departments and directly supported the company’s transition from a regional player to a national presence.

Key Responsibilities:

• Brand Repositioning & Identity Development:

  • Led a full-scale rebrand to align internal and external messaging across all touchpoints.

  • Unified visual identity, tone of voice, and patient journey experience across 10+ new and existing locations.

  • Developed core brand principles that supported customer trust, team unity, and market differentiation.

• Marketing Leadership:

  • Oversaw and executed all marketing efforts—internal, external, digital, and in-clinic.

  • Directed full-funnel marketing campaigns from brand awareness to patient acquisition and retention.

  • Established internal systems for campaign planning, tracking, and creative asset development.

• Team Alignment & Internal Culture:

  • Worked cross-functionally with clinical teams, management, and corporate staff to align brand values with internal operations.

  • Introduced internal communications strategies to improve team culture and messaging cohesion.

  • Created onboarding materials and internal decks to train and unify staff across all locations.

• Event Strategy & Community Growth:

  • Curated high-impact brand and patient-focused events, including new location launches and VIP client activations.

  • Boosted community visibility and engagement by integrating localized partnerships and referral-based initiatives.

• Location Expansion Support:

  • Supported the opening and creative launch strategies of 10+ locations across multiple states.

  • Customized localized campaigns, launch strategies, and in-market assets to reflect community nuances while maintaining brand consistency.

Key Metrics & Measurable Impact:

• Customer Retention & Experience:

  • Helped implement a patient retention framework contributing to a 20–30% increase in repeat visits at established locations.

  • Revamped customer journey touchpoints from pre-visit to post-care, improving NPS scores and online review ratings.

• Brand Recognition & Conversion:

  • Increased brand awareness across key regional markets, supporting triple-digit growth in appointment bookings during grand openings.

  • Contributed to a 60% increase in organic reach via localized content strategies and consistent brand storytelling.

• Operational Efficiency:

  • Streamlined internal communications and brand SOPs that reduced onboarding time by 40% for new team members.

  • Instituted a cross-location content system to reduce marketing production overhead by 50%.

Ashley’s leadership as Creative Director at Chapter Aesthetics went beyond creative execution—it drove organizational alignment, brand loyalty, and multi-location expansion. Her strategic approach and hands-on execution positioned the company for long-term brand equity and operational scalability. She remains a core example of how creative leadership can translate into measurable growth across all business pillars.