The Challenge
In 2021, inspired by the wave of goodwill and sense of togetherness that swept the nation in response to COVID-19, this client wanted to utilise their existing market knowledge to develop a non-profit organisation for the aesthetics industry. They felt a duty to give back, alongside their colleagues serving on the frontline of the NHS, and thus set out to bring together leaders of the aesthetics industry to deliver a free educational event whilst raising money for Refuge and NHS Charities Together. The event featured renowned speakers who are leaders in their fields, discussing a range of topics in aesthetic medicine. The event was also sponsored by prominent organisations in the industry, exhibiting a range of cutting edge products and services that are transforming aesthetic medicine.
In order for the event to be a success, it needed creative and engaging assets and materials. The client tasked us with designing their branding (including their logo, colour palette, fonts and ToV), as well as developing resources and templates to use across their social media and marketing channels.
Our Solution
We began by working closely with the client to ascertain their target audience and to define the message that they would like the branding to communicate to prospective followers.
It was important to them to prioritise the message of charity and support over beauty and aesthetics, while still conveying a sense of medical professionalism that would attract prospective attendees to their annual conference, and that would adequately reflect the calibre of speakers (such as Dr Ash Labib, Julie Horne and Dr Tapan Patel) and sponsors of the event – which included Teoxane, Aesthetic Source and Alumier MD.
We started by creating a branding moodboard for the client, which guided our approach to the remaining assets for the event.
Results
We were responsible for developing all of their social media themes and templates. In doing this, we ensured that all template designs clearly adhered to the branding that we had developed, whilst also creating enough themes to keep the content diverse and educational – to appeal to their target audience. This included: speaker biography posts, industry insights, event information, and practical guides.
We have also helped the client strategise on how to build their mailing list through content ‘hooks’. This resulted in the production of a free post-covid guide for newsletter sign-ups.
The event in 2021 was an incredible success, raising over £30,000 which was split between various charities. The event has now become a regular occurrence, bringing together hundreds of medical professionals to share knowledge in the industry, celebrating the rising stars transforming the world of aesthetics and raising thousands for charities. The client has continued to use the branding we created, showing the success of the collaboration.
We continue to work with the client in other areas of marketing, including social media, SEO and content creation, demonstrating our ability to understand client needs, and to balance creativity with informative content.
