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Case Study: Brand Update

Since their inception, Advanced Dermatology and Skinfo® have operated independently yet enjoyed a close, supportive relationship. Under the careful direction of Dr. Amy Taub and her teams, these 2 companies—which provide state-of-the-art medical services and skincare products—share a common set of values that instill trust in clients and employees alike.

But in the past, Advanced Dermatology’s identity materials did not reflect this cooperative culture—a disconnect which impeded opportunities for brand reinforcement, cross marketing, and up selling.

So, when Dr. Taub and her associates began planning for the launch of a new dermatology-research institute, they looked to Orbit for brand management.

The resulting identity campaign sought to leverage the strength of established consumer confidence across all 3 organizations. Rather than discarding the original brand, Orbit rethought and refreshed these standards. The end result: distinct but complementary identities for each company.

Orbit began by naming the new research institute, SKINQRI (a fusion of the words “Skin” and “Inquiry”), and went on to develop corporate identity standards for the three companies. By combining the circular design of the original Skinfo brand with the sense of renewal established by Advanced Dermatology’s mark, OMS created a new set of logos that signified softness, cleanliness, and fluidity.

Orbit then developed identity materials, custom signage, packaging, and promotional collateral such as print mailers, e-mail newsletters, ad templates, service brochures, and correspondence and holiday cards.

The websites Orbit built for each company included such features as search, ecommerce, Flash, virtual coupons, and user accounts—enabling improved progress tracking while augmenting customers’ incentive to buy.

For Advanced Dermatology, Skinfo, and SKINQRI, the results have exceeded all expectations: In the first year, the list of recipients for their print newsletter more than doubled, and e-mail newsletter distribution skyrocketed to over 10 times its original number.

Today, only 5 years later, the Advanced Dermatology patient list has grow to over 10,000, and print and e-mail newsletters are distributed to more than 13,500 and 4300 recipients, respectively.

Orbit Media Studios continues to work with Dr. Taub and her team.

Learn more about Orbit's identity services »