Overview
Following the acquisition of sk:n by the Optical Express Group, I worked across sk:n and The Harley Medical Group, helping to evolve the brand’s visual identity while maintaining its established recognition. A key part of my role was redesigning the brand guidelines, introducing a calmer, more considered visual language through refined gradients, layouts and design principles. The project also involved applying the updated identity across a wide range of print and digital marketing materials, creating a consistent experience across both brands.
Brand Evolution
Refreshing an established healthcare brand through a calmer and more considered visual identity.
My first task was to redesign sk:n’s brand guide, defining the visual framework for the newly acquired brand. This covered typography, colour palette, iconography, and tone of voice – giving the wider team a consistent reference point to work from across all print and digital touchpoints.
Select the image below to browse through the full brand guide:
Applying the refreshed identity across customer touchpoints.
With the refreshed identity in place, I began applying the new visual language across key brand touchpoints. This included business cards and a series of point-of-sale posters used across sk:n clinics throughout the UK to promote their 0% finance offering.
Campaign Design
Creating consistent marketing materials across multiple channels.
Working across both sk:n and The Harley Medical Group, I designed a wide range of campaign assets that balanced creativity with consistency. Each piece was developed to communicate treatments and services clearly while maintaining a premium, approachable brand presence across customer touchpoints.
Editorial Design
Creating informative print materials that balance clarity with visual appeal.
Alongside campaign work, I designed a range of printed materials to support different audiences and objectives – from corporate partner communications and promotional brochures to patient facing service guides. Each piece focused on presenting information clearly while maintaining a consistent and approachable brand experience.
Open the image below to view the full leaflet:
Explore the full booklet by opening the image below:
View the full trifold-brochure by opening the image below:
Campaign Activation
Bringing the brand to life across multiple customer touchpoints.
Campaign creative was adapted across seasonal promotions, email communications and outdoor advertising, ensuring a consistent visual identity across every interaction. Each asset balanced clear messaging with considered design to support wider marketing objectives.
Email Campaigns
Creating engaging communications to support customer journeys.
A series of targeted email campaigns were designed to promote treatments, seasonal offers and patient communications. By combining engaging visuals with clear messaging and strong calls to action, the campaigns achieved above average open and click-through rates while supporting wider marketing objectives.
OOH Advertising
Adapting campaign creative for high impact formats.
Campaign artwork was extended into large format advertising, demonstrating how the visual identity could translate beyond digital channels. The designs focused on maintaining brand recognition, clear messaging and strong visual impact across customer facing environments.
The Harley Medical Group
Applying a refreshed visual identity across a specialist healthcare brand.
Working alongside sk:n, I also supported The Harley Medical Group by applying the updated visual direction across a range of marketing materials. The focus was on creating consistent, professional communications while ensuring the brand continued to feel approachable and trustworthy for its audience.
Browse the brand guide or full brochure by opening either of the images below:
Outcome
Strengthening my experience designing across established brands.
Working across sk:n and The Harley Medical Group strengthened my ability to develop cohesive marketing campaigns while evolving an established visual identity. The project reinforced the importance of consistency across print and digital media, while designing communications that balanced creativity with clarity and trust.