EVOLUTION LASER CLINICS
Evolution Laser Clinics had experienced significant growth since we first designed the original brand identity in 2016. Three years later, the business approached us again to refresh the brand as it prepared for its next stage of expansion.
The brief was to evolve the existing identity rather than replace it – strengthening the brand’s positioning, refining its visual language and giving franchisees a clearer, more consistent system to work with across customer communications.
The refresh needed to support a renewed sense of purpose, while helping Evolution Laser Clinics remain relevant in a highly competitive beauty and technology-led market.
As a wellness branding project, the refresh needed to balance clinical credibility with a more personal, emotionally engaging expression of beauty, confidence and care.
Scope
Brand workshop
Brand strategy
Brand refresh
Signage
Way-finding
Brand guidelines
Digital and print marketing templates
The Challenge:
As Evolution Laser Clinics expanded, the brand needed to work harder across a growing franchise network. The original identity had established a recognisable foundation, but the business required a more mature and flexible system to support consistent communication across multiple locations, audiences and marketing channels.
The challenge was to refresh the brand without losing the equity of the existing identity. It needed to feel more contemporary, more emotionally engaging and more clearly differentiated in a market where beauty technology brands can often feel clinical or transactional.
The work also needed to give franchisees a stronger platform — one that could inspire confidence internally while presenting a more unified and compelling brand experience to customers.
BRAND STRATEGY AND POSITIONING
To establish a clear direction for the refresh, we facilitated a brand positioning workshop with the Evolution Laser Clinics team. The aim was to identify a central idea that could be embedded in the minds of customers and translated consistently across the business.
From this process, the customer value proposition was developed:
“Nurturing your evolution … in beauty and life.’
This idea gave the brand a more emotionally resonant platform — moving beyond treatments and technology to express a broader sense of personal confidence, care and transformation.
The refreshed positioning provided a stronger foundation for franchisee communications, marketing activity and the customer experience.
BRAND REFRESH AND IMPLEMENTATION
The brand refresh took a multi-level approach. We refined the tone of voice and messaging to better reflect the brand personality, introduced a new set of graphic devices for greater consistency across digital and print marketing, revised the secondary colour palette and assigned a distinctive typeface to help Evolution Laser Clinics stand apart from its competitors.
The refreshed identity was delivered through a new brand guidelines document, designed to energise and inspire both franchisees and customers. We also created a suite of digital and print marketing templates to support consistency across campaign, promotional and local area marketing communications.
The result was an evolved brand system with greater clarity, cohesion and flexibility — one that respected the original identity while giving Evolution Laser Clinics a more confident platform for growth.
