Private Practice by Dr. Koo
Take your skin to the next level.
After years of practicing aesthetic medicine, treating and transforming the appearance of countless patients, Dr. Michele Koo, MD, FACS, grew tired of the condescending, often hyped-up messaging from skincare brands and “would-be” beauty influencers and gurus. She grew impatient with the ineffective serums, doctored-up creams and dummied-down claims that all-too often delivered disappointing results. And so, she formulated her own non-surgical solutions using medical grade ingredients.
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Like many first-time founders, Dr. Koo Skincare struggled to gain traction nationally - beyond her current, local client base. She came to Insurgents with a specific task: “Given the clutter in the high-performance skincare category, how do I break through?”
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We began by renaming the brand to Private Practice by Dr. Michele Koo. We believed that Dr. Koo’s personal touch – and humanity – were a unique attribute in a highly sterile, clinical category. And we set out to emphasize these traits. We redesigned her logo, website and visual cues to emphasize Dr. Koo’s genuine empathy, warmth and compassion. And we created a powerful and cohesive visual identity and brand code that would distinguish Dr. Koo from the competition.
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Brand Story & Messaging:
Brand Voice & Personality,
Digital & Social,
Web Design
CRM
All copy is written in first person using Dr. Koo’s exact words to reflect her intelligent, yet intimate approach. The clean, modern identity and empathetic voice created a holistic experience in a sterile category established Dr. Koo a go-to resource for women of all ages – and life stages.
