Imagine yourself in a book shop, browsing the display tables for your holiday read. Hundreds or even thousands of novels trying to grab your attention. The shelves go on and on and the choice seems almost impossible. So how do you choose which one to pick up?
The look and feel of a book sparks that initial emotional reaction that encourages you to choose it over others. It makes you a promise of the story inside. Its title coupled with a selection of colours, typefaces, shapes and photographs creates a mood, a feeling. A good cover will intrigue you, draw you in. Brand perception works the same way, it creates an emotional connection. If your branding tells your story and lets your personality speak to your ideal customer, they’ll want to find out more.
When I met Rosy at a Networking Event, she tentatively handed me her business card. As we chatted about our respective businesses and future plans, it quickly became clear that her visual identity didn’t capture the brand she was building. Her personality, skills and vision didn’t shine through. After the meeting, Rosy asked me to visit her premises to discuss a rebrand for her business.
I met Rosy in her luxury treatment environment and she talked passionately about her business and her love for professional skin care. She spoke in detail about her personalised approach to all her clients. She is very clear about what she specialises in and where she wants her business to go.
Crystal Rose Skin Clinic offers alternative, natural treatments for beautiful and healthy looking skin. They are minimally invasive, chemical free and tailor-made to each client’s skin profile. Skin Specialist Rosy combines her medical experience as a Registered Nurse with her knowledge and enthusiasm for the very latest in skin care technology. On her menu you’ll only find natural, medical grade products and treatment methods, often prescribed as a course of multiple sessions to achieve best results.
The Creative Brief
How should your brand feel on first encounter? What should it promise? A Visual Identity should not only capture the essence of your brand, values and story, it also needs to align with the quality of services and products you offer. It needs to steer perception to reach your ideal customer and to effectively position you amongst your competitors.
Rosy asked me to completely transform her currently logo design into a new, future-proof Visual Identity for her growing business. As part of her brand strategy it was important to emphasise Rosy’s professional, caring, medical and personal approach to achieve a deeper level of skin health and beauty for men and women alike. Her branding also needed to reflect the quality of her treatments, give an idea of price point and mirror the comfortable and elegant environment she has created for her clients.
The Design Process
To create a new and improved look and feel for Crystal Rose, we started by working out what her current visual identity failed to achieve. She felt that her logo was too cliché and not refined enough for her purpose. The use of pink in her colour scheme was limiting in attracting male clients and the medical element was not coming through.
Researching the industry and local competitors is a crucial step for any designer. How do others represent themselves visually? What are the common denominators? Do you want to blend in or stand out? With my research and analysis and the requirements of Rosy’s brief I compiled a mind-map of features and key words relevant for Rosy’s brand which led to the idea and basic concept for Rosy’s new Visual Identity.
The central concept of the re-design is the ‘Crystal Rose’ symbol – a geometric flower constructed from hexagon shapes. Hexagons are found everywhere in nature. They make up the molecules of all organic matter and also mimic the shape of skin cells. It was the obvious shape to playfully work with the business name and to create a thing of beauty: The Crystal Rose.
The logo symbol is deliberately simplistic, so that it works as a shortened version of the full logo. It is used in every touchpoint, from invoices to instagram tiles, to help people remember and familiarise with the brand. It is so versatile, it can take on all of the colour scheme’s shades and is also used as a pattern or larger graphic throughout her digital presence, stationery and printed marketing collateral.
Crystal Rose’s gender neutral colour scheme consists of two ultimate classic and elegant hues: navy blue and a pale beige. To add a surprise element and a catchy contrast, we added bright yellow which hints at Rosy’s positivity and cheerfulness when working with clients. Using print finishes to express Rosy’s brand message in her stationery and collateral, we added gold foiling for an extra touch of luxury and sophistication.
For the third asset of Crystal Rose’s identity toolkit we chose typefaces that work in perfect harmony with the brand’s personality. We purposefully stayed away from overly elaborate typefaces to highlight Rosy’s medical approach and to attract both, male and female clients. We blended a clean, characterful sans serif typeface with contrasting thick and thin lines with a handwritten font which adds the all important personal touch and carries the brand’s core message: “Beauty Skin Deep”.
Rosy’s new Visual Identity elevates her brand, clearly communicates with her target audience and truly aligns with her expertise, ethics and approach. Since the rebrand, Rosy feels that her professional confidence has been elevated and she feels much more credible amongst her peers and clients.
I love the gender neutral aspect of the rebrand. It’s an investment that will have a strong presence and remain timeless, classy and en vogue for many years to come. So far, I have had all but praising comments from clients admiring the feel and look of the rebrand.
Are you thinking about a future proof rebrand that effectively communicates with your audience? Get in touch to have a chat about your project.