Leading The Bare Skin Movement
SYDNEY DERMAL LOUNGE
Brand Development
The Sydney Dermal Lounge redefined beauty by launching a comprehensive rebranding campaign that celebrated individuality and natural beauty. Through this campaign, the brand sought to empower clients with tailored skin pathways and position themselves as holistic skincare pioneers. A fresh visual identity and tone of voice were developed to encapsulate the ethos of confidence and transformation. The campaign utilised pastel hues and elegant typography, complemented by strong digital assets to communicate a blend of luxury and approachability.
BEAUTY / SKINCARE / LIFESTYLE D2C
PROJECT OBJECTIVE
The goal was to reposition Sydney Dermal Lounge as a leader in holistic dermal therapy, promoting customised treatment plans and proven, non-invasive skin solutions that empower clients to embrace their unique beauty.
THE CONSUMER INSIGHT
Clients often feel overwhelmed by one-size-fits-all skincare solutions that fail to address their unique needs. By focusing on personalised care, Sydney Dermal Lounge tapped into a growing demand for bespoke treatments that deliver tangible, long-term results.
THE CLIENT AMBITION
Sydney Dermal Lounge aimed to establish themselves as the premier destination for corrective, medical-grade skincare in Sydney while fostering a supportive, community-driven environment that empowers clients to embrace their natural beauty.
My Strategic Approach
Visual Identity: Developed a soft yet sophisticated brand palette with pastel colours and serif typography to communicate luxury and individuality.
Copy and Tone of Voice: Crafted warm, approachable messaging that resonated with the target audience’s desire for authenticity and personalised care.
Website and Social Media Strategy: Designed user-friendly web pages that highlighted key services and provided educational content on customised skin pathways. Social media guidelines prioritised engagement, fostering an approachable community voice to ensure connection with potential clients.
Community Engagement: Implemented strategic social media management, engaging with over 10,000 Instagram followers by responding to queries, amplifying user-generated content, and offering proactive support.
Treatment-Specific Communication: Detailed descriptions of innovative skin treatments, like Hydrafacials and Herbal Aktiv Peels, to highlight the clinic's expertise and unique offerings.
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As the strategic lead for this project, I oversaw the end-to-end rebranding process, including the development of the visual identity, the creation of web and social media assets, and crafting detailed community management guidelines. Collaborating with designers and digital marketers, I ensured the brand’s repositioning reflected its ethos of confidence and holistic care.
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Local Australian market, specifically targeting Sydney-based clients seeking medical-grade, non-invasive skin solutions.
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Founder and Dermal Specialist, Savannah Lee
Internal creative and marketing team
Graphic designers and copywriters
Web development team
Social media management team
The Results Speak for themselves
Achieved a 35% uplift in bookings for customised treatments within the first quarter post-rebrand.
Social Media Engagement: Increased Instagram engagement by 28%, driven by proactive response strategies and curated content aligned with the brand’s new identity.
Community Growth: Gained 2,000 new followers organically in six months, positioning the brand as a trusted leader in holistic skincare.
Client Retention: Feedback from existing clients highlighted an 85% satisfaction rate with the clinic’s holistic and personalised approach.
