- Luxury Medcan and Refine clients interested in or already receiving dermatology treatments
- Potential clients
Gene proposed the creation of Refine: an ethnically diverse, high-end luxury clinic that would appeal to Medcan’s existing as well as potential clients. Where most clinics tended to be cold, this one was atmospheric and featured high-end materials and furniture to exude a feeling of professionalism and opulence.
In support of this launch, Gene created a brand new logo and brand identity, supporting materials, a brochure, and retail window décor.
The focus was on creating a brand that was simple and easy to associate with while the use of bold lines brought an edge to fit the modern needs of Refine’s clients. The name ‘Refine’ reflected a balance between improving on appearances and managing skin conditions, while carefully avoiding common beauty industry pressures. This was supported through strong classic tones of black, white and gold and ethnic representation to ensure the brand was inclusive and refined in all executions.