We are excited to congratulate TENFOLD for their win of the Silver Addy Award for the branded design of our space at the 2020 American Advertising Federation awards! 

Reimagining the Cosmetic Surgery Aesthetic

The beautiful, sophisticated design is an environmental branding triumph, but even more deserving of recognition are the people behind it. TENFOLD’s attention to detail and genuine regard for our patients translated so clearly into the design, and it is an honor to celebrate the team who worked so hard to bring the Donaldson Plastic Surgery brand to life.

Bringing The Brand to Life

From our first introduction to the team at TENFOLD, we knew our vision was in great hands. It was clear even in the very beginning stages of our brand exploration that TENFOLD would take personal stewardship of the message that Dr. Donaldson has carefully cultivated over many years and from it, create something tangibly beautiful.

TENFOLD’s award-winning design came out of their deep understanding of our identity. At the first strategy meeting, they asked our team members about our favorite childhood books in order to get a sense of the inspirations that drive us. From subsequent fact-finding missions, TENFOLD pulled personal and professional artifacts from Dr. Donaldson’s life into a wall that would introduce him to new patients. Their team even sourced books written by both his grandfather, Dr. W. Hugh Missildine and his fellowship mentor, Dr. Foad Nahai for this project.

They recognized that our patients are a large part of our identity, and highlighting this fact became an important design component. From portraits to the words of real testimonials handwritten on the walls, they found meaningful ways to spotlight our patients and bring them into the fold. 

Creating a Collaborative Experience

One of the core values of Donaldson Plastic Surgery is to really care about our work, and we saw this value mirrored in our relationship with TENFOLD. Our designer Carly really understood our entire design. Once our direction was developed, she worked to incorporate all of the design elements into the final product. Stacy, our Project Manager, also expressed a very deep level of commitment; no projects are perfect, but she headed off any issues we faced and offered innovative solutions. Ben, our Account Director, kept our timeline moving and our plans on track.

“TENFOLD was a natural choice to entrust the communication of our brand because of the parallels between our two organizations,” Communications Manager Olivia Whapham says. “As a plastic surgery and aesthetics practice, we champion the sentiment that matching outer beauty with inner beauty builds confidence. The chance to fashion one’s image to match the way one feels  is a rare and valuable opportunity — TENFOLD gave us the transformative experience we strive to give each and every one of our patients.” 

It is with sincere gratitude that we thank TENFOLD for the opportunity to work closely with their team on such a monumental project. We are honored and privileged to have been a part of this experience and will enjoy the space they curated for many years to come. 

Congratulations on the Addy, #teamTENFOLD!