The Challenge

In a crowded landscape of subscription skincare solutions, a Los Angeles dermatologist envisioned launching a groundbreaking subscription-model dermatology service called Just Acne. The aim was to provide genuine medical expertise to adults grappling with skincare challenges. The challenge: How to stand out in a saturated market and offer a unique value proposition?

The Process

Extensive competition research revealed that the existing personalized solutions fell short for 70% of the population. Key competitors like Curology, Rory, Hers, and Apostrophe offered only temporary relief, relying on a generic questionnaire and a "one-size-fits-all" topical cream. Recognizing a shared customer pain point – the inability to solve acne independently – we focused on a specific demographic: adult professionals with expendable income, women in their 30s/40s, and parents seeking solutions for their teenage children.

Shared Pain Points

• Frustration with over-the-counter products

• Wasted money on ineffective solutions

• Difficulty securing in-person dermatology appointments

• Lack of clear education on long-term results

Differentiating Opportunities

Three core principles guided our strategy:

1. Education: Providing ongoing support before, during, and after prescription.

2. All-Inclusive Solutions: Tailoring prescriptions based on personal factors.

3. Partnership: Establishing a continuous relationship with a medical professional.

These principles formed the foundation for developing Just Acne's visual identity and customer experience.

The Solution

Crafting a brand identity that mirrors the comforting experience of visiting a trusted doctor, we generated three visual concepts. After careful consideration, a hybrid of Concept 1 + 3 was chosen, aligning with market opportunities and key differentiators. In a pivotal strategy session, a conversation with the client led to the realization that Just Acne could expand beyond acne, prompting the evolution of the brand into ‘Just Rosacea, Just Eczema, etc.’ The name "Just" was chosen to convey ethical and honest skincare solutions.

Visual Identity Evolution

To accommodate future expansions, we designed a versatile logo – a simplified abstract mark paired with a distinctive typeface. This ensured the brand's ability to adapt and evolve over time as it scales into a parent brand for multiple entities.

Next Phase: UX/UI Design

With the visual identity and style guide established, the focus shifted to crafting the user experience and interface for a personalized customer dashboard, ensuring seamless interaction and satisfaction at every touchpoint.

Just Acne: Where Skincare Meets Expertise, Ethically.

Client
Just Acne

Sector
Healthcare, Beauty

Discipline
Brand Identity