Challenge:

While at Hyperquake I was the creative lead on the CoolSculpting account. CoolSculpting was in a transition from being a start up to being newly purchased by a major pharmaceutical company, Allergan. During this transition the brand identified that it needed a refreshed identity to help them continue to grow awareness of both the brand and the safety of the non-invasive fat reduction treatment. Our challenge was to generate brand impact, loyalty, visibility, and awareness for the body contouring market leader.

Solution:

By reviewing the previously existing brand standards I optimized, created, and evolved new standards and principles to shape the future of CoolSculpting for all who interacted with the brand. The opportunity was to evolve the strategic foundation in a way that would enable the brand to continue to grow to a billion dollar brand with intention and purpose.

Rebalancing the focus of the brand from only being a trusted, functional, science brand to a trusted lifestyle brand that creates desire. Although the brand had gained much respect in the medical aesthetic industry, healthcare providers and patients alike still had many questions about the brand, and how the technology worked. The newly formed sales and education teams at Allergan also needed revamped sales and educational material.

Results:

A newly refreshed brand image allowed CoolSculpting to continue to be the market leader in the category that it created. This visual identity and brand core work that was completed in 2018 has continued to inform even current day marketing which has allowed the brand to introduce new devices in the CoolSculpting portfolio, and to run several successful campaigns and continue to grow their brand internationally.