As a emerging practice, Alder Aesthetics had to find a gap in a saturated beauty market. Most competitors were either clinical and cold, or warm and superficial. The opportunity was to own the space where both could coexist.

Deliverables

Brand Strategy

Visual Identity

Brand Guidelines

Messaging Framework

Brand Strategy

Visual Identity

Brand Guidelines

Messaging Framework

Brand Strategy

Visual Identity

Brand Guidelines

Messaging Framework

The Strategy

The aesthetics industry had a gap. Trendy brands chased warmth but couldn't back it with expertise. Clinical brands had credentials, but lacked an enjoyable experience. We positioned Alder at the intersection of the two: luxury treatment with clinical results. Every visual and messaging choice signals a highly educated practitioner who still makes you feel at ease.

The aesthetics industry had a gap. Trendy brands chased warmth but couldn't back it with expertise. Clinical brands had credentials, but lacked an enjoyable experience. We positioned Alder at the intersection of the two: luxury treatment with clinical results. Every visual and messaging choice signals a highly educated practitioner who still makes you feel at ease.

The Results

With a clear brand foundation in place, Alder launched with the positioning, visual system, and messaging needed to attract the client they were built for, and signal to her immediately that this is where she belongs.

With a clear brand foundation in place, Alder launched with the positioning, visual system, and messaging needed to attract the client they were built for, and signal to her immediately that this is where she belongs.

ALL WORKS

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