Skin Only is a medical clinic specialising in the detection and treatment of skin cancers – an issue that affects Australia and New Zealand in a massively disproportional way. Our assignment was to create an entirely new, premium brand that would be clearly differentiated from – and more engaging than – its competitors.

Existing skin cancer clinics in Australia, without any notable exceptions, focus on red cancerous lesions or deep yellow graphics of the the sun as key brand symbols. It was our opinion that this approach is alienating – a critical concern where early detection is critical to survival rates.

By selecting the name 'Skin Only', we were able to develop a typographic symbol – the acronym 'SO'. This becomes the opening line in a conversation with our specific target markets. For example: "SO, you have a family history of skin cancer"; SO, you are over 65 and grew up in Australia", and so on.

The conversational style is far more sophisticated and engaging than existing brands. In addition, we chose a gentler colour palette and open, sophisticated collateral to create a much more premium feel.

The role of the word SO – as an acronym, a logo symbol and as a lead concept in marketing is relatively unique in our experience.

The new clinic has been active for three months. The growth in clientele is comfortably over target despite the fact that mainstream marketing is only now about to begin. The client is extremely pleased with results and noted that patients often comment that the brand is both more accessible and at the same time more upmarket than other brands in the market.