The client is developing a dermatology brand that specialises in skin of colour (i.e. non-caucasian skin). The organisation consists of clinic franchises and is also establishing international conferences, education forums, government advisories and other initiatives in this highly specialised area.
Please note: The treatment of different skin types is a highly specialised area. There are certain diseases that affect only certain skin types, and treatments of common disorders can also vary depending on skin type. No racial overtones should be read into this brand.
We set out to examine what graphic elements related to skin of colour. Dermatologists in this area use a scale known as the Fitzpatrick scale to classify skin types (initially developed as a way to estimate the response to ultraviolet) and thereby to treat the accordingly.
We developed our own "Chroma" scale based on the Fitzpatrick scale. We also developed the brand name with "Chroma" being a direct reference to "colour" whch is a unique aspect of this dermatology brand.
A secondary pattern based in skin textures was also developed.
The brand launched in October 2017. Anecdotally, it is being well received by patients and the medical fraternity alike. The client has indicated that further product and business development is in the pipeline.