Nip/tuck undergoes a radical change
Overview   Established in 2003, The Sloane Clinic is a chain of full-suite, aesthetics dermatology clinics in Singapore and Malaysia. Founded by medical doctors with a passion for empowering change, Sloane Clinic introduced the first Fraxel Laser, Ultherapy and other aesthetic breakthroughs in South East Asia. With the opening of its plastic surgery division in 2010 and its plans to grow regionally, The Sloane Clinic partnered with Ukulele to help the brand move into its next level of growth.

Challenge   While The Sloane Clinic pioneered numerous aesthetic treatments in this region, the brand was unable to clearly capture its innovative spirit, and its growing list of achievements and industry-firsts. Another key challenge was the need to position the brand away from the common multitude of 'clinical' me-too aesthetics establishments around. This was the beginning of Ukulele's single-minded focus to redefine a whole new white space for The Sloane Clinic.

Solution   Ukulele realised that in order to reflect the founders’ aspirations and the courage of clients to defy their aesthetic destiny, the brand must be elevated from clinical to radical. In a revolutionary departure from the industry norm, we articulated the new brand spirit of “Dare to Defy” and encapsulated it in the Sloane 'edge' insignia. The edge is in bold crimson set against jet black, completely redefining the Sloane identity with a modern chic , high-fashionable image in all retail touchpoints. At the same time, we extended this brand idea of iconoclasm into its popular Skin Inc range of cosmoceuticals, and was also subsequently adopted monolithically across the entire brand architecture - The Sloane Spa, The Sloane Club and the Sloane Shop.

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