Concept Medical aesthetics · SoHo, New York · 2026
A med spa that explains every treatment by how deep it goes, from the surface of the skin to the bone.
Recorded from the live site at lucidum-two.vercel.app
Most med spa sites sell a glow. Lucidum sells a measurement: every treatment sits at the depth in the skin where it actually works, and the home page is one long scroll down through those layers, from the surface to the bone.
Lucidum is a fictional medical aesthetics clinic on Greene Street in SoHo, for adults who are wary of med spa hype and want to know what a treatment does before they pay for it. The brief I set: earn trust by being exact. No before and after sliders, no promises, just the one honest thing a clinic can say and a spa can't, which is how deep each treatment reaches. The name comes from the stratum lucidum, the clear layer of the skin.
The home page scrolls through six layers of skin, from the surface at 0.00 mm down to bone at about 8 mm. Each of the seven treatments sits at its real depth, with the layer named in Latin italics, the way an anatomy textbook does it.
The page starts on cool slide glass and deepens layer by layer through the pinks of a stained tissue sample to wine and near black. All the text follows the ground through one variable, so it stays readable at every depth.
A millimetre gauge sits on the edge of the screen and reads your depth as you scroll. At rest its needle drifts by a few thousandths of a millimetre, like a real instrument, and the wordmark itself is cut into six layers.
Chapter 1 of 4
Most clients can't say what a peel does differently from a filler, and most clinic sites never tell them. Lucidum opens with the one fact that explains it: everything happens within about eight millimetres. Six layers, seven treatments, and a gauge that keeps count as you go down.
Chapter 2 of 4
Each layer gets its own screen: what lives there, then the treatment that works at that depth, with its range in millimetres. By the deep dermis the page has turned the colour of the tissue itself, so you can feel how far down microneedling reaches before you read a word about it.
Chapter 3 of 4
At the bottom of the skin, where a spa would put its reviews, Lucidum puts six house rules. You hear the depth before the price. Nobody is treated on the day of their consultation. Only nurses and physicians inject. Trust comes from what the clinic refuses to do.
Chapter 4 of 4
The page climbs back out through the layers to the clinic itself: one floor of a cast iron building, north light, no waiting room. Every photograph was art directed as one photographer's series, so the rooms, the people and the treatments look like the same place.
The palette and typefaces Lucidum ships with.
Switzer
Most visitors meet Lucidum on a phone, so the phone layout was designed, not squeezed.
Tell me what you do and who it is for. You get a free first call and a clear quote.
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