Contributed by Simon Manchipp of London-based SomeOne.
D.Thomas is a London-based skincare brand specialising in problem skin. The clinic can alleviate and cure many skin issues, from acne to pigmentation.
The primary reason for customers approaching the clinic for solutions is so they can improve the impression they give to those around them. This is not a vanity-led purchase, it’s emotional — in our research we heard people tell us of how they couldn’t bring themselves to meet new people, or face friends and family at seemingly kind and forgiving circumstances — one woman in particular spoke of how they couldn’t bring themselves to attend their 21st birthday party, for fear of their acute acne being laughed at.
The impression people give people is both surface-mounted and more deeply considered. The rebrand looks at both sides of this.
The more intellectual and technical descriptions have been entirely rewritten — the way each product or procedure is described is now simpler, clearer, and more swiftly understandable.
The entire customer journey has been reconsidered as has the visual brand identity that consists of an elegant set of graphics and typography — and is underpinned by a set of images that have been created to help showcase the key procedures and the areas of the face and body they are aimed at.
The idea of first impressions was taken to help create the brand images. We took 100 bags of white flour and set up “impression tanks” where we pressed mannequins faces, hands, and bodies.
The resulting forms were photographed, culminating in the core brand photoset. The rebrand is a radical departure in the sector. No traditional “spa” images. No complex descriptions. Just the right impression.
All SomeOne projects on Identity Designed.