Rebrand | Website Design & Build
The Brief
The well-established aesthetics and skincare clinic Skyn Doctor approached our team as part of an exciting expansion plan to open a second clinic location in Cheshire.
With the existing Huddersfield clinic serving a different patient demographic to the new Cheshire audience, the brief was to evolve the brand into a dual-identity system - one that allowed each location to feel distinct, while remaining clearly connected under a single, cohesive brand.
Alongside this physical expansion, the client recognised that their website also needed to evolve. The objective was to create a more dynamic, scalable digital platform capable of supporting both clinics and future growth across services, content, and eCommerce.
Our Approach
We began by evolving the Skyn Doctor brand into a dual-identity system that would support the launch of the new Cheshire clinic while protecting the strength of the established Huddersfield location.
As Huddersfield already had strong recognition through its turquoise palette, we retained this as its primary identity and introduced a refined gold-led palette for Cheshire to position the new clinic at a more premium level. We then subtly interlinked the two palettes to create a clear visual relationship between the locations, without compromising their individuality.
To further differentiate each clinic, we developed a set of supporting graphic devices inspired by the layers of the skin - rounded and soft for Huddersfield, and diamond-shaped and more luxurious for Cheshire. Together, these elements created two distinct yet cohesive identities within a single unified brand system.
Creative Development
With the core identity established, we moved into developing how the brand would perform across real-world applications.
Using the supporting graphic language as a foundation, we defined a distinct approach to imagery for each clinic and created a cohesive suite of icons to be used across both locations. This ensured that, while Huddersfield and Cheshire retained their individual character, they remained clearly connected within a single, unified Skyn Doctor brand system.
The Website
With the brand system established, our focus turned to designing a digital platform that would support Skyn Doctor’s next phase of growth.
Rather than creating two separate websites, we developed a single, unified experience that brings both clinic locations together within one structure. This approach allows each clinic to maintain its own distinct presence and patient journey, while strategically leveraging the long-established SEO authority of the Huddersfield site to strengthen the visibility of the new Cheshire location from launch.
To ensure the platform could evolve alongside the business, the website was built using a headless CMS architecture - providing the flexibility to expand services, content, locations and functionality without technical constraint as the clinic continues to grow.
Alongside this, we introduced a dedicated editorial blog space to support Skyn Doctor’s knowledge-led positioning, and a fully integrated eCommerce shop to extend their clinical offering beyond in-clinic treatments. Together, these elements transform the website from a simple treatment directory into a scalable digital platform designed to support long-term brand development, patient engagement and commercial growth.
CLIENT WORDS
I recently worked with Matt and the team to create my new brand and website, and I couldn’t be happier with the results! From the very beginning, they were professional, attentive, and genuinely invested in bringing my vision to life.
They took the time to understand exactly what I wanted, offered helpful suggestions, and communicated clearly throughout the entire process. Their technical skills are excellent - the website not only looks great but also runs smoothly and efficiently across all devices.
What really stood out was their attention to detail and willingness to go the extra mile. Any changes or tweaks I requested were handled quickly and without fuss, and they always made sure I was satisfied with the outcome.
Overall, it was a fantastic experience working with them. I would highly recommend their services to anyone looking for a reliable, skilled, and easy-to-work-with agency team.
Thank you for making what could have been a stressful experience stress free!
LET’S TALK
Looking to realign, refresh or redevelop your brand or business marketing strategy? Send us an email at hello@designmc.org or, give us a call direct on 01926 754038 for an informal chat.