Cosmetic Injectables Darwin commissioned Ideas to develop a holistic branding platform, including positioning, brand essence, identity, naming, logo, visual identity, marketing, and digital service.

The resulting brand platform is sleek, powerful, and professional, building on the clinics expertise and experience, with a soft, feminine visual identity to convey the nurturing, healing nature of the treatments.

The intensive research phase highlighted that Darwin had become a limiting factor in the brand’s positioning – tying the brand deeply to its home city, but also reducing its scope for expansion, and recognition throughout the country.

The brand identity was rejuvenated as Cosmetic Injectables Austrlia – an identity that respects and pays homage to the reputation and recognition to the existing brand, while allowing it scope to expand beyond its existing geographic confines

A key aspect of the campaign was establishing the thought leadership credentials of the clinics. A key pain point of the laser and skincare treatment sector is safety – a minority of unsafe operators in the past have created a public perception that there is a degree of danger when opting for laser and skin treatments.

As part of the brand platform created by Ideas, this insight was used as an asset of CIA, with the brand platform heroing the superior medical credentials of the clinics, with all of the staff members being fully licensed nurses, all of whom have extensive experience in administering these treatments safely and successfully.

This asset was further developed with building the clinics as thought leaders – operators who not only treat patients in a completely safe manner, but actively push their technology and their skills, to be best-in-field, and leaders across the country in a broad range of treatments. This positioning is brought to life with, blogs, articles, and posts across social.

The Ideas team created a full-service digital offering, with a website and phone app, which offers full booking services, as well as a wealth of information on all of the treatments offered by the clinics.

The rebrand execution has been a striking success, with the clinics dramatically increasing their number of visitors, driven by brand amplification across social, digital, display, and out-of-home.

TASKS

• Brand Identity
• Illustration
• Brand Strategy
• Marketing
• Copy writing
• Photography
• Digital Strategy
• UI and UX
• Editorial Design
• Video
• Environmental Design
• Web Design

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