Himedi
Concierge Identity
The founders wanted to attract travelers spending $10,000 or more on one trip without losing customers who just wanted a checkup. I built one brand with two layers: a warm base for everyone, and a darker concierge layer for travelers who wanted the whole trip planned.
- Conversion, 8 wks after launch
- +86%
- One brand for two audiences
- 2 layers
The pivot
In late 2025 Himedi repositioned itself as a concierge. The target customer, internally called a VIP, was ready to spend $10,000 or more on a trip to Korea and have us plan all of it. The checkup marketplace still had to serve everyone else.
That left the site serving two kinds of customers who wanted opposite things:
- 01
The VIP traveler
Wants to be looked after. The site needs to get them to book a call, and Himedi plans the trip.
- 02
The checkup buyer
Wants to compare and decide alone. The site needs to make the choice between four checkups clear.
Two audiences, one brand
I built one brand for both and rebuilt the whole site in it. A warm base runs through every page, and the concierge layer adds near-black, gold and a second serif used nowhere else.
Our guarantee to you
Premium Healthcare.
Personally Curated.
We personally select each clinic through rigorous, on-the-ground vetting.
The same wordmark and header, warm on one side and dark on the other.
The identity
I set headlines in Lora. I’d started with Playfair Display, but its italic J cut through “Journey” in the concierge headline. I used DM Sans for the interface and prices, and Cormorant Garamond for the concierge page’s longer text. I kept Himedi’s blue and warmed up everything around it, so the site felt more like a private clinic than a pharmacy.
The photography was generated with AI, in three styles:
- 01Portraits on warm sand, so visitors see a person before a clinic
- 02Warmly lit, nearly empty interiors for the concierge page
- 03Small everyday moments, like a laptop on a knee or a cup by a sofa, to illustrate each step of the service
The concierge page
In February 2026 I designed the concierge page. It was darker and quieter than the rest of the site, and everything on it led to one action: booking a call to plan the trip. Nobody spends $10,000 through a product page, so each section answers a question a traveler would have before that call.
Show the whole process before asking for anything
The three steps (discovery, the plan and the journey) appear one at a time as you scroll, so visitors know what happens after the call.
Let a reader find a trip like theirs
Tabs show four example trips: a renewal, a couples trip, a solo trip and a longevity program. Each lists what Himedi could arrange.
Keep every service one tap deep
The concierge could arrange almost anything, and a long list of services reads like a price list. So the eight service areas start collapsed, and each opens to show what it includes.
The marketplace
Customers who just wanted a checkup saw the same warm brand without the concierge styling. I put the four checkups side by side with price, length and who each is for at the top, and the full test-by-test comparison one click away.
The checkups collection in MVP 6.0.
The result
In the eight weeks after MVP 6.0 launched, conversion rose 86% over the weeks before, the largest sustained gain in the store’s tracking history.
Splitting the site this way gave every customer a short path. Checkup buyers could compare and buy, and travelers planning a $10,000 trip could go straight to booking a call.
What came next
In summer 2026 Himedi stepped back from the concierge, because each VIP trip took too much hands-on work to scale. MVP 7.0 rebuilt the brand around travelers who already had a trip planned, and the checkup builder replaced the four fixed checkups.
Read the Longevity Rebrand case studyRead the Checkup Builder case study