Cosmetic Aesthetics
Practice Brand Development
Client:
SkinLocal (formerly Skin & Co)
Industry:
Medical, Beauty
Categories:
B2C, Rebranding, Brand Positioning, Brand Identity, Voice Guide, Content Creation, Copywriting, Photography, Custom Iconography, Experience Kits, SEO, Email Marketing, Sales Funnels
The Situation: When Jennifer Martinez and Gina McLean, the all-star duo behind Miami’s latest skincare and anti-aging practice Skin & Co, came to us to develop their consumer-facing brand, we said, ”Does that come with a side of Botox? Yes, please!”
With the sea of medspas flooding the market in Miami, we knew we needed to develop a brand that conveyed the company’s clinical superiority, but with a fun, approachable personality. Their goal was to establish their business as the go-to neighborhood boutique practice, focusing on giving patients a more youthful, natural appearance in a relaxing environment.
The Solution: We drew inspiration for the development of the brand from Jenny and Gina themselves — two empowered women with a fierce vision to take the stigma out of aging. We focused on a brand exploration that was clean, bold, and modern, with an emphasis on the company’s science-backed approach to beauty. And thus, SkinLocal was born!
“Gina and I are two busy working moms, so launching our dream practice was so hectic! Your unique emphasis on putting the ‘human’ at the center of all our marketing efforts allowed us to build a true community brand. We hit $3M in ARR after our first year in business (even in the middle of a pandemic) and are now expanding our footprint. We don’t think we would’ve had the same level of success if it wasn’t for your guidance. Great work!”
A sexy exterior for an even sexier interior.
The ethos of the SkinLocal brand is all about making patients look and feel like the best versions of themselves. The storefront needed to evoke that type of sleek, modern, and inviting feel.
Designing a storefront can be challenging — you want to ensure you’re including the key elements of the business without it being overwhelming or looking clunky. Luckily, Brands x Humans knows exactly how to nail this. We created a branded storefront design that looked fresh and communicated the very essence of the SkinLocal.
A brand book is the blueprint for content creators to create
The iconography in the visual identity represents the “triangle of beauty,” a concept used by anti-aging specialists to achieve a naturally youthful appearance in their patients.
Logo
LOGO MARK
High cheek bones, supple cheeks, and a shapely, well-defined jawline make up what is recognized as the “triangle of youth”.
The SkinLocal brand icon, represents the methodology used to maintain a youthful appearance through advanced sciences in anti-aging, skincare & wellness.
Color Palette
Primary Color Palette
Secondary Color Palette
Brand Materials
Primary
BLACK MARBLE
Represents luxury
WHITE MARBLE
Represents luxury
CONCRETE
Represents modern
Secondary
SAND
Represents passing of time
SILK
Represents softness, grace and elegance
WATER
Represents source of life
Responsive website development, SEO, ecommerce strategy, and digital branding
When it came time to relaunch SkinLocal’s website, we dove in headfirst to create a robust, responsive website — complete with beautiful design and pages upon pages of informative, SEO-optimized copy to capitalize on search queries of prospective customers in the region searching for SkinLocal’s core services.
Social media strategy, imagery, art direction, and tone of voice
All the little details come together for a cohesive, attractive brand on every platform, at every touchpoint.
