This British company aims to roll back the years and make your skin look younger. Naturally, people are sceptical, so SomeOne had its work cut out, developing branding that persuades them otherwise.
Most of us who’ve reached a certain age have spent money on anti-ageing skin products in order to hold back the march of time. But it’s not like you can see the results instantly or anything. So there’s always part of you that wonders if it’s all a waste of time and you’re throwing away your money.
NeoGen is a pioneering British company trying to overcome that confidence gap with measurable results. They claim to have developed revolutionary nitrogen plasma technology for slowing ageing and reversing visible signs of ageing on the skin.
Their patented, FDA-cleared system uses controlled thermal energy to stimulate the deeper layers of the skin, diminishing wrinkles, sun damage, uneven pigmentation and restoring a more youthful, radiant appearance.
This approach has shown positive results in over 30 clinical studies and hundreds of thousands of treatments performed worldwide. However, their full brand potential had not yet been realised, which is where strategic branding agency SomeOne came in.
The brief
By generating plasma from nitrogen gas, NeoGen creates a controlled thermal energy that can be precisely delivered to the skin. Their system tackles everything from fine lines, broken veins and sun damage to pigmentation variances and general skin quality.
Yet the audience is understandably sceptical and needs unusually significant levels of information and brand clarity to convert.
NeoGen approached SomeOne to create an entirely new challenger brand strategy, visuals and messaging that could bring the company to new audiences.
Brand strategy
“After extensive research, we concluded that while aesthetics are well covered in the sector, the confidence gained through treatments is rarely discussed,” says Simon Manchipp, SomeOne’s founder and executive strategic creative director.
“NeoGen practitioners were particularly clear about the outcomes that occurred beyond the visual. One told me: ‘I’ve had people turn around and get the job they always wanted because their confidence has given them the opportunity.’ NeoGen simply revitalises what people already have – making skin naturally beautiful again – but more than that, they make people feel incredible again.”
This is how SomeOne arrived at the strategic territory of ‘Confidence Building Technology’. “NeoGen works with complex science but stems from one powerful idea: if you could erase the signs of age of your skin, what would you change?” explains Simon.
“Few things are as fragile as an eyelid, a smile or the confidence of a person under the scrutiny of the masses,” he continues. “NeoGen do not enter lightly into these arenas. They arrive prepared with the latest technology and the highest levels of knowledge to naturally rejuvenate tired skin. Pleasure is always derived from something outside of you, whereas joy arises from within.”
Visual identity
Inspired by NeoGen’s layered approach to skin regeneration, SomeOne developed a powerful identity system built around stacked, undulating lines and shapes.
Layers play a large part in the new visual identity, from the wordmark that uses them in place of the letter ‘E’ to the bespoke CGI imagery developed to be used across all premium branded touchpoints.
“Unlike other brands that have emerged in the sector, NeoGen offers a uniquely controllable system, enabling people to have very light treatments with zero downtime,” explains Lucy Richardson, lead designer at SomeOne. “This level of control is reflected in the layering theme: close together for high power, spaced out for low power applications.”
Bespoke photography depicts mature, confident women embracing their beauty. This stands in stark contrast to typical beauty marketing, which features flawless young models. The colour palette of rich burgundy, violet, and rose conveys a sense of vibrance and rejuvenation.
“The beauty industry is full of impossibly beautiful young women advertising products they don’t need,” says Simon. “NeoGen is proud to work to help women make the most of what they have.
“The technology reawakens layers of skin rather than introduces foreign substances. So rather than follow industry norms, we chose to cast and photograph more experienced, mature women who were not only comfortable but confident in the skin they are in.”
In addition to the wordmark, colour system, typography and iconography, a set of digital visual assets was created. “Based on the layers of skin NeoGen treats – and unlike the majority of design aspects found in the beauty industry – this part of the design systems sets out to make the most of digital applications,” says Simon.
“Moving assets significantly and positively change how long audiences spend with a brand online – so these animated images not only serve to attract within digital applications but can also be used in static form on more traditional printed communications.”
All in all, SomeOne has delivered an entire brand world system for NeoGen – applied anywhere a customer is, from print to pixel, trade shows to exhibitions and in practitioners’ practices worldwide. The brand is ready to challenge the beauty sector with confidence and style.
