BIG IDEA & MESSAGING:
Safe Skin Care Services for Real People
BRAND POSITIONING | LOGO DESIGN | CORPORATE IDENTITY DESIGN | MARKETING COLLATERAL | EMAIL MARKETING | EVENTS MARKETING | PRINT ADVERTISING CAMPAIGNS | WEBSITE DESIGN | SOCIAL MEDIA | SEO | VIDEOGRAPHY | BLOGGING | SOCIAL MEDIA | PUBLIC RELATIONS
Southern Dermatology is a local dermatology practice with specialties in Skin Cancer treatment and aesthetic services. The individual service areas are marketed separately including separate entrances for patients. Southern Dermatology needed a more holistic brand identity; one that could encompass both the skin cancer and the aesthetic sides of their business. They also needed to grow and market the skin renewal side of the business.
Hummingbird also spotlighted Southern Dermatology’s considerable advantage over their MedSpa competitors: safe and expert skin renewal services with physician oversight.
The photos highlight diversity, encompassing all cultures, ages, and lifestyles, while headlines such as “I wanted to look strong and confident, just like I feel,” focused on inner empowerment, rather than a desire to be perfect. Southern Dermatology’s redesigned logo featured a tree--symbolic of knowledge (expertise) and re-growth (healing) and effectively unified both sides of the business. One side of the tree is calming blue, the other violet, while soothing green leaves weave throughout the logo, integrating both sides.
"While Southern Dermatology’s competitors were bombarding their audience with ads featuring flawless, photo-shopped women, Hummingbird chose a different approach and cultivated a more inclusive brand identity; one that showed real people with a real desire to make a difference in their lives."