CASE STUDY - Dr. cuno
Dr. Alexander Cuno (Geneva) — Premium brand refresh and website revamp
Brand identity refresh, UX/UI redesign, multilingual WordPress development, interactive 3D and advanced SEO architecture for Dr. Alexander Cuno, a Geneva facial plastic surgeon specialising in primary and revision rhinoplasty.
After launch, Morpheon kept managing SEO and Google Ads to turn a refined, discreet presence into a steady flow of consultation requests.
The challenge
Our role
Collaboration
Lessons learned
Client
Dr. Alexander Cuno, facial plastic surgeon
Industry
Healthcare · Facial Plastic Surgery · Private Practice
Project Timeline
2025–Ongoing
Scope - End-to-End
Brand Refresh · UX/UI Design · WordPress Development · Interactive 3D · SEO Strategy · SEO Copywriting · SEA – Google Ads · Performance & Security
Technologies
WordPress · Divi · TranslatePress · Embedded 3D model · SSL
TIMELINE
Discovery → Brand refresh → UX/UI Design → WordPress Development & 3D Integration → SEO Architecture → Launch → Ongoing SEO & Google Ads
The challenge
In Geneva, patients considering rhinoplasty compare surgeons carefully, often across languages and often long before a first appointment. The website has to earn trust before any conversation starts. It must be discreet, precise and reassuring, and it must also be found on the searches that matter. The existing presence needed to rise to the level of the practice.
Our role
Morpheon provided an end-to-end service, from brand refresh and design to development, then continued as a long-term growth partner through SEO and Google Ads management.
SCOPE OF WORK
Brand Refresh
A complete refresh of the visual identity, with a minimalist "AC" monogram, a restrained palette, modern typography and business
collateral.
Experience Design
UX/UI Design
A clean, calm interface designed around discretion and clarity, with clear paths to book a consultation on desktop and mobile.
Interactive 3D
An embedded 3D facial model that lets visitors explore the face in an interactive way and gives the site a distinctive, memorable experience.
Development
Multilingual WordPress Development
A custom WordPress build in French, English and German, managed so the practice can keep its content up to date in each language.
Performance & Security
Asset optimisation, caching, lazy loading, SSL and anti-spam protection for a fast, reliable site.
Growth
Advanced SEO Architecture
Keyword research, site structure and meta optimisation in three languages, built around what patients actually search for.
Ongoing SEO & Google Ads
Regular optimised content and continuous management of Google Ads campaigns, reviewed and reported every month.
Where trust meets visibility
Delivering a platform of this scale required close collaboration between multiple organisations, each bringing its own expertise, priorities and approval processes.
In aesthetic surgery, a website does two jobs at once. It has to reassure a patient who is making a personal decision, and it has to appear when that patient starts searching.
Design alone isn't enough, and neither is SEO. On this project, identity, interface, 3D experience and search architecture were planned together, so that every page someone finds through Google already carries the tone of the practice. The work didn't stop at launch. Monthly SEO and Google Ads management keep that visibility growing.
For a premium practice, a website isn't a brochure. It's the first consultation.
Behind
the scenes
Before the first page went live, there were moodboards, monogram studies, Figma iterations, 3D tests and keyword maps in three languages, all refined together with the practice.
LESSONS LEARNED
Every project changes how we work. This one confirmed how closely trust, design and search visibility are linked in healthcare.
LESSON 1
Discretion is a design principle
In medical communication, restraint builds confidence. Every choice we made (colour, typography, imagery, wording) was measured against one question: does this reassure the patient? A premium brand in healthcare is often defined by what it chooses not to say.
LESSON 2
Multilingual means multi-market
French, English and German visitors don't search the same way. A multilingual site only performs when structure, keywords and messaging are adapted to each language, not simply translated.
LESSON 3
Launch is the starting line
The strongest results came from what happened after launch. Steady SEO work and continuously managed campaigns turn a good website into a growing source of qualified requests.
LESSON 4
Innovation has to serve the patient
Interactive 3D gives the site a distinctive identity, but its value comes from helping visitors engage with the practice. We add technology when it strengthens the experience, never just to decorate it.
Want a medical practice website that earns trust and ranks?
