Quick FactsScope…………………………….….. Branding + Website
Brand Designer…………… September Design Studio
Web Developer.…………… September Design Studio
Platform…………….………………………. Squarespace
Project overviewThe Eastover Clinic
The Eastover Clinic is a physician-led, direct-pay dermatology and wellness practice founded by Dr. Emily McLean, a board-certified dermatologist and menopause specialist. Based in Charlotte, North Carolina, the clinic offers a more thoughtful approach to care — centered on longer, unrushed visits, the ability to address multiple concerns in one session, and a deeply personalized, evidence-based experience.
When Dr. McLean partnered with us, the goal was not simply to launch a new clinic, but to establish a new standard for dermatologic care — one that moves away from transactional, insurance-driven models and toward a more refined, patient-centered experience rooted in time, trust, and clinical depth.
We began with strategy, defining a clear positioning within a competitive market. The Eastover Clinic sits at the intersection of medical dermatology, hormonal skin health, and aesthetic care — offering a comprehensive, one-stop approach for patients navigating concerns ranging from acne and aging to perimenopausal skin changes, hair loss, and skin cancer support. While the clinic has a strong focus on women in midlife, the brand was intentionally developed to remain welcoming to a broader audience, including men, families, and patients across all life stages.
The brand identity was designed to reflect this balance. A system of refined typography, custom logo lockups, and a layered color palette creates a sense of quiet luxury and clinical authority, while softer tones and carefully introduced accents bring warmth and personality. Inspired by both timeless elegance and Southern hospitality, the visual language feels calm, elevated, and inviting — avoiding sterile or overly clinical cues in favor of a more human, considered experience.
The website was built as a strategic tool for both launch and long-term growth. Beginning with a pre-launch landing page and waitlist experience, the platform was designed to build early interest while clearly communicating the clinic’s model, philosophy, and services. Thoughtful content structure, intuitive navigation, and clear calls to action guide patients seamlessly from discovery to booking, reducing friction in a highly personal decision-making process.
The result is a cohesive brand and digital experience that reflects the essence of The Eastover Clinic: refined, welcoming, and deeply patient-centered. A platform designed not only to launch a practice, but to support its growth with clarity, confidence, and intention.
Branding / logo applications + brand TAG LINE
Web Design + Development / squarespace
Branding / social media applications
Branding / logo applications + brand TAG LINE
Branding /Primary logo
Web Design + Development / Squarespace
Branding / Brand Board
Imagery / custom AI imagery creation
A word from our client
I am so pleased that I chose to work with Louise and the September Design Studio team. Louise took the time to get to know me, my vision, and the dreams I have for my new clinic. She translated all of that into a beautiful brand that I am so proud and excited to launch into the world!
The team was thorough, professional, and responsive at every turn, and they produced beautiful work. I am grateful for their partnership and highly recommend them.
- Dr. Emily McLean
Founder, The Eastover clinic
