Project
Melbourne Institute of Plastic Surgery
Three clinic brands built from one shared set of page designs, so the design team can publish new pages themselves
Melbourne Institute of Plastic Surgery
YourBreast
Renu Medispa
Melbourne Institute of Plastic Surgery is a group of certified plastic and reconstructive surgeons operating across clinics in Malvern and Richmond. The group runs three public-facing brands: the surgical practice itself, YourBreast, a clinic dedicated to breast surgery, and Renu Medispa, which offers non-surgical skin and aesthetic treatments. Three audiences, three sets of expectations, and one organisation behind all of them.
Fenton Stephens designed the three brands and holds the client relationship. I built the websites, and I have hosted and maintained them ever since.
Project Scope
- One set of page layouts shared by all three sites
- Ready-made page sections the design team can reuse
- Three branded WordPress builds
- Advertising-rule requirements built into all three
- Enquiry and consultation booking forms
- Hosting, monitoring and ongoing maintenance
The challenge
Each brand needed to feel like its own business to a patient who lands on it, while the group behind them only wanted to pay for the thinking once. Build them separately and you write the same procedure page three times. Build them as one site with a colour swap and none of the three brands convince anyone.
Partway through, the ground moved. New Australian rules on advertising cosmetic surgery changed what the sites were allowed to show and say. Patient testimonials were out. So was anything that made surgery look glamorous, easy or low risk. The sites had to inform: procedures, surgeons, facts. The rules landed on a fixed date, and the sites had to be live and compliant by it.
There was a longer-term problem too. A design team that has to email a developer every time a page needs a new section will stop asking, and the website slowly stops reflecting the business.
What I built
A library of page templates and content blocks, built once and then dressed three ways. The unique feel of each site comes from its branding, its photography and the order its blocks are arranged in, not from three separate builds.
One set of templates, three brands
Every page type a clinic needs was built once: homepage, procedure pages, surgeon profiles, galleries, contact and booking. Each site then carries its own identity on top: its own logo, its own photography, its own words, and its own sections in its own order. A visitor arrives at one of three clinics, not at three versions of one website.
Pages the design team builds
The designers build pages on screen themselves, dragging in the sections they want and putting them in the order they want, without writing any code. They have been doing it since 2023 without needing me in the room.
Compliance built in, not bolted on
An age confirmation before anyone enters, a risk statement carrying the same wording across all three sites, and an information-led structure that keeps the emphasis on procedures and surgeons. Built into the shared foundation, so all three sites carry it consistently.
Three sites, looked after as one
All three run on hosting I manage, with monitoring and a single maintenance routine. Something found on one site gets checked and closed on the other two.
Across the sites
Procedures, organised by area of the body
YourBreast
Renu Medispa
The result
The first two clinics went live together in mid 2023, in time for the date the new advertising rules took effect. The third clinic paused its project and launched later off the same foundation, which is what the foundation was there for: the third site did not start from nothing.
Since launch the design team has been building and changing pages themselves, and I have hosted and maintained all three sites continuously. The arrangement has now run for over three years.
If you run more than one brand, or you are an agency looking for someone to build, host and look after the sites you design, for years rather than months, I would like to hear about it. See how I approach WordPress website design, read about the Lego Star Wars Exhibition build, or get in touch.
As an agency, we need someone who can handle complex client website builds efficiently and with sound judgement. Phil delivers exactly that: sharp technical execution, proactive problem-solving, and communication we can count on. We consider him a true collaboration partner, not just a contractor, and recommend him without hesitation.
Fenton Stephens
Google review
Common questions about this project
Yes, and it is usually the right call when one organisation runs more than one brand. The three clinic websites here share a single set of page templates and building blocks. Each one then carries its own logo, colours, typography, photography and words, so they read as three separate businesses rather than one website with a colour swap. The saving is not in the design, it is in never building the same page type three times.
That was the point of building it this way. The design team assembles pages themselves from the blocks I built, choosing which sections appear and in what order. They have been doing it since 2023. I stay involved for anything structural, anything new, and the hosting and maintenance underneath.
Yes. These sites launched the week new Australian rules for advertising cosmetic surgery took effect, which changed what the websites were allowed to say and do. The rules shaped the build rather than being bolted on afterwards. If your industry has advertising rules, tell me early and the site gets designed around them.
The first two went live together, in time for a fixed regulatory deadline. The third clinic paused its project and launched later, off the same foundation, which is exactly what the shared foundation was there for.
Yes, and this is one of those projects. The agency handled design and the client relationship, I handled the build, the hosting and the ongoing maintenance. It works when the agency wants a developer who will hold the technical side for years rather than hand over a folder and disappear.
All three are hosted and maintained by me. That covers the hosting, the security, keeping all the software up to date, watching for the site going down, and fixing whatever breaks. Three sites on one foundation means a problem found on one is checked and closed on all three.
