So

The goal of Skin Only was to reposition our client\\\\\\\\\\\\\\\'s practice, a skin cancer clinic, against the myriad of competitors who all look ostensibly the same. Standard practice for these clinics in Australia is to use a bright orange dot or some representation of the sun to highlight the damage the sun\\\\\\\\\\\\\\\'s rays can do you. The approach is intimidating and, no doubt, discourages people from visiting these clinics – even though the risks of not doing so are extreme – especially in Australia.
Our approach hinged on the name: Skin Only which we were able to shorten to the acronym \\\\\\\\\\\\\\\'SO\\\\\\\\\\\\\\\'. This, along with a softer colour palette, allowed us to generate a gentler, more conversational style to the brand. SO, becomes a conversation starter – \\\\\\\\\\\\\\\'So, you have a family history of skin cancer?\\\\\\\\\\\\\\\' – for example. The typographic elements then also became secondary brand symbols and the brand takes on a life of its own – flexible, powerful and effective.