SkinSkin.

SkinSkin is an aesthetic clinic in Prague 8 specialising in laser and skin treatments. It’s owned by the Czech musician Ben Cristovao, who appears in most of the photography, so the brand is built around a real person rather than an anonymous practice.

The range of treatments is broad, from laser hair removal to Profhilo and microneedling, and most visitors have never heard of them by name. They just know what they want to fix. The site has to lead them to the right treatment while still feeling like a medical practice, not a beauty salon.

Treatments and their prices are listed right on the homepage, so nobody has to hunt around or send an email to ask. Alongside the individual treatments the site also offers packages and gift vouchers for people buying a present.

We placed the Google reviews and press mentions so that visitors meet them before they reach the form, because that’s what people go on when deciding whether to trust a clinic. The whole site is in Czech and English, as the clientele in Prague speaks both.

The palette starts from a deep chocolate brown and a warm cream, the colours of skin rather than the sterile white of a surgery. The one brighter accent is a soft lavender, used for the second half of each headline. Large headings are set in a wide sans serif, labels and buttons in spaced capitals, which makes the site look neat and precise, as a good clinic should.

The photography is close-up portraiture, with no filters and no airbrushed perfection. Results are shown as before-and-after pairs taken in the same light, because anyone dealing with pigmentation or acne wants to see real skin, not an advertising shot.

In the main menu the treatments sit in a dropdown, with separate links beside them for the things people ask about most: laser hair removal, vitamin infusions and skin diagnostics. Every treatment has its own page with a description and a price. A page called What you need to know answers the questions people have before their first visit.

The Book button is always visible in the header, and on a treatment page it goes straight to booking that particular treatment, so nobody has to choose it again. On a phone, visitors can swipe through the before-and-after photos.