Introduction
At Ethos, a digital marketing agency based in Ann Arbor, Michigan, we believe the strongest websites are built through collaboration, not control. Our recent project with ICON Anti-Aging in Birmingham, Michigan is a perfect example of that philosophy in action.
Designing a Website From the Ground Up
ICON Anti-Aging came to us looking for a complete website build — not just a refresh. Our team designed and developed their website entirely from scratch in Webflow, creating a digital experience that aligned with their elevated, modern brand.
We handled:
- Website strategy and structure
- User flow and navigation
- Visual hierarchy and layout
- Appointment booking integration
- A scalable design system tailored to their branding
The goal was to build a website that felt clean, intentional, and premium, while remaining functional and easy to navigate for new and returning clients.
Blending Strategy With Brand Vision
After the website framework was complete, ICON Anti-Aging shared something we deeply value: an organized folder of brand-approved imagery - from injectables and laser treatments to skin and weight loss services. Each folder was thoughtfully labeled and curated, making it easy to align visuals with the exact pages and services they were meant to support.
This level of organization allowed our team to seamlessly integrate their imagery into the site while preserving performance, accessibility, and design consistency. It’s a reminder that when clients bring clarity and care to their assets, the final product becomes even stronger.
While Ethos often leads content creation, we also recognize that no one understands a business like the people who operate it daily. ICON’s team knows their space, their clients, and their brand identity inside and out, and their visual preferences mattered.
We carefully integrated their selected images into the website we built, ensuring each visual worked seamlessly with the design, flow, and overall user experience. The result was a site that felt cohesive, authentic, and unmistakably ICON.
The Result: A Website Built Together
This project reflects what happens when strategy and collaboration meet. By pairing Ethos’ expertise in web design, Webflow development, and digital branding with ICON Anti-Aging’s clear vision, we created a website that supports both their business goals and brand identity.
It’s not just a website, it’s a digital extension of their clinic.
Why This Approach Works
At Ethos, we don’t believe in one-size-fits-all solutions. We build with intention, flexibility, and respect for the brands we work with. ICON Anti-Aging trusted us to build the foundation -and together, we brought their vision to life.
If you’re a business in Ann Arbor, Birmingham, or Metro Detroit looking for a collaborative digital marketing partner, this is exactly how we approach every project.