Intentional facial treatments rooted in nature’s golden ratio by two best friend founders in a New York City referral-only setting.
01 / overview
Kaylyn & Lisa’s Story
Founders Kaylyn Plum Liebel and Lisa Graham started their business Ratio with a mission to break the stigma around injectables, offering empowering education and highly personalized experiences in an intimate, referral-only setting. Their ultimate driver: helping their clientele preserve their inherent beauty and celebrate the truest, most harmonious version of YOU. Inspired by the Golden Ratio and Fibonacci Sequence, strategy and creative direction were driven by compelling themes exploring beauty, symmetry, arithmetic, gestalt psychology and more. The final brand identity embodied a lovely (and literal) harmony of simplicity, geometry and intention, setting the foundation for a reimagined look & feel for Ratio that then fueled a fresh social media presence for the brand.
Scope: Brand Strategy / Brand Identity / Illustration / Social Media Strategy / Content Creation
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Kaylyn Plum Liebel, PA-C
Co-Founder, ratio nyc
Kaylyn Plum Liebel, M.M.S., PA-C, is an NCCPA Nationally Board-Certified and New York State Licensed Physician Assistant and Co-Founder of ratio NYC.
Kaylyn graduated with a Bachelor of Science in Health Sciences from the University of Florida. She graduated with honors with a Masters of Medical Science in Physician Assistant Studies from Nova Southeastern University.
Kaylyn has more than 7 years of experience in the aesthetic industry, working alongside top injectors and plastic surgeons in New York City. Kaylyn’s care, attention to detail and artistic eye set her apart, quickly making her the director of non-invasive aesthetics at her UES plastics practice.
Kaylyn’s passion for restoring natural symmetry and volume with injectables such as Botox and Dermal Fillers grew with each client she met. However, Kaylyn became increasingly disappointed by the lack of information, education and personal care in the industry as a whole.
The impersonal attitude created an inherent stigma around injectables that prevented clients from taking control of their outer appearance. Kaylyn decided it was time to flip the script and co-found ratio NYC. -
Lisa Subbiondo Graham, CPA
Co-Founder, ratio nyc
Lisa Subbiondo Graham, CPA, is a Nationally Board-Certified and New York State Licensed Certified Public Accountant and Co-Founder of ratio NYC.
Lisa graduated cum laude with a Bachelor of Science in Business Administration from the University of Florida. She graduated with honors with a Masters of Science in Accountancy from Wake Forest University. Lisa moved to NYC where she pursued her finance career over the past 6 years.
Kaylyn’s first organic botox patient was Lisa. When it comes to something as important and intimate as facial structure, who would Lisa trust more than her best friend? With 80-hour workweeks and a heavy social calendar, Lisa appreciated the power of preventative medical-grade medicine. It was the only self-care routine she found that actually yielded results she liked.
Lisa wanted everyone to feel how she felt after an appointment with Kaylyn; comfortable, knowledgeable, balanced and beautiful.
Lisa left her career in finance to join her best friend in their mission to change the injectables narrative.
02/Moodboard
Interact: Click and drag the images in the moodboard.
03/PROCESS
A process of beautiful brand marks rooted in symmetry, harmony and beauty, of course
Ubiquitous as it may be, the Fibonacci Sequence took an exciting and novel approach during the brand mark design process with Ratio. With a powerful purpose and clear company values driving the design explorations, the options were many for considering. Between circles, squares, spirals, and the like, each brand mark contender considered minimalism, geometry and aesthetics in a variety of ways to embody Lisa and Kaylyn’s unique approach to facial treatments.
04/FINAL DESIGNS
Rotate phone to view in landscape
05/HOME/COMINGS
“Giving people the confidence to feel like themselves — that’s what makes us get up in the morning everyday to do what we do”.
What happens when two college best friends come together to start a concierge beauty business on a mission to break the stigma around injectables? A radically successful story rooted in a powerful mission, a deeply intentional and organically-grown community, and a 100% client retention rate (yes 100%!)
Tune into this heartfelt interview where Lisa and Kaylyn, the co-founders of Ratio, vulnerably share the details behind starting their company, navigating the dynamics of friendship while running a business (most recently: from different countries!), and giving yourself grace while in the process of slow and steady growth.