Clear Skincare’s rapid growth across Australia and New Zealand, has seen them double in size in two years. With over 65 clinics and more in the pipeline, a brand audit and refresh was needed to modernise and realign their identity.
A return to the brand’s clear vision
A comprehensive brand audit of all marketing channels was conducted to identify a distinct new direction that could be developed, in a retail arena that has become increasingly competitive. As Clear Skincare has grown from a single clinic in Sydney’s eastern suburbs, their brand needed an update. In a series of workshops we defined the brand’s core values and how they should be reflected in essential brand elements. Returning to their original minimal aesthetic, we redesigned their logo, slogan and typography.
- Brand audit and blueprint
- Art direction and imagery
- Logo redesign and typography
- Signage and point-of-sale
- Website design
- Email marketing
New brand faces that reflect new audiences
After visiting clinics and interviewing staff in new locations, we expanded the image library to be more inclusive, reflecting the diversity of the new markets, including women and men in all Australian states and New Zealand. The freshly curated photography also portrayed life beyond the clinic, positioning Clear Skincare as a lifestyle brand, giving clients continued confidence outside the clinic by using their exclusive product range. Point-of-sale, signage, advertising and digital marketing were all updated with the brand’s new look.
Optimising email communications
With weekly emails campaigns, the marketing team required a series of versatile templates. The emails were optimised for desktop and mobile, re-structured to increase brand recognition, and made modular for easy building. Animated elements were designed and content suggestions developed to encourage open-rates and user interactions.
At a time of fast-moving brand transformation, Another Colour were our perfect partners. Steve and his team combine the hard-to-find combination of being both visionary and pragmatic. They understood both the giant leaps we needed to take, but that we had to do it baby steps. One year on from the ground work they laid for us, we are now becoming the brand we once were, and the brand we want to be.
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