Concept project Aesthetic medicine — Ixelles, Brussels
Clinique Aurore
A clinic that informs before it sells: an interactive treatment map, practitioners, online booking with time slots, FAQs and a patient area.
01The brief (imagined)
The starting point
Clinique Aurore (fictional) brings together two dermatologists and an aesthetic physician in Ixelles. A particular challenge: in Belgium, advertising aesthetic medicine is prohibited (Act of 23 May 2013). The imagined brief: a website that informs without promising, reassures through medical transparency, and simplifies booking and patient follow-up.
02Goals
What the website had to achieve
- 01
Comply with Belgian law: no before/after photos, no promotions
- 02
Help patients find their way (areas, concerns) without jargon
- 03
Book online with the right doctor for the reason
- 04
Make emergency numbers and aftercare instructions visible
03Research & inspiration
What we observed
- Patients arrive with an area in mind (“my under-eyes”, “my forehead”) rather than a treatment name: the face map starts from their vocabulary.
- Trust comes from transparency: duration, downtime, number of sessions, contraindications.
- Inspirations: dawn light, the arches of spa architecture, old apothecary bottles.
04Site map
A structure built around journeys
- Home
- Face map
- Treatments
- Detailed sheets
- Doctors
- Booking
- Visit us & emergencies
- FAQ (search)
- Patient area
- Appointments & calendar
- Health questionnaire
- Aftercare
- Sign in
- Legal · Privacy · Cookies · 404
Every page exists in French and English, linked with hreflang, with its own title, description and structured data.
05Design choices
Colours, typography, components
- Porcelain
#FAF6F1fond12.4:1 AAA - Plum
#3A2B33texte13.3:1 AAA - Clay
#99533Caccent5.7:1 AA - Blush
#F2E6DDsurfaces10.9:1 AAA - Sage
#7F8F77repères3.9:1 AA large
Bodoni Moda, a high-contrast Didone, brings the elegance expected of an aesthetic clinic. Jost, geometric and warm, keeps body text approachable. Fonts are self-hosted (no calls to Google Fonts) for speed and GDPR compliance.
06Key features
Built for the trade
01
Informative treatment catalogue
Filters by area and concern, sheets with duration, downtime, sessions and practitioner. Cost is given in consultation, as the law requires.
02
Booking by doctor
The calendar shows only the chosen doctor’s consultation days; slot length depends on the reason. Live summary, preparation instructions and calendar export.
03
Live practical info
Today is highlighted, “open now” is computed live, and emergency numbers (patient line, 112, Poison Centre) are one tap away.
04
Patient area
Next appointment, a preparation checklist, health questionnaire, documents and aftercare instructions.
07Visual results
On mobile, no compromise
- Responsive from 320 px to 2560 px
- Full keyboard navigation, visible focus
- Responsive WebP images, lazy loading
- Compliant cookie banner and legal pages
- Animations disabled when users ask for it
- schema.org structured data
A similar project?
Let’s talk about your business: free first conversation, fixed quote within 48 hours.
Next case studyOrganic Futures