Norwest Laser Clinic
Dr Gavin Sandercoe is a plastic and cosmetic surgeon operating a business in North West Sydney. Dr Gavin Sandercoe is launching a new business that will complement his already existing Norwest Plastic & Cosmetic Surgery practice. This business is based upon the use of a medical grade Cutera Laser machine.
The main services to be offered will be laser treatments using the latest state-of-the-art medical grade laser machine. The Laser is an anti-aging fractional laser perfected for treating wrinkles. It basically performs non-surgical facelifts as well as other treatments such as vein, scar and pigment treatments; skin resurfacing and skin tightening; and of course, hair removal.
The ‘Dr Gavin Sandercoe’ brand and the Norwest Plastic & Cosmetic Surgery brand has already been created. This concept will, however, need to complement the two brands.
The brand created needs to be mindful of being positioned quite differently in the consumer’s mind to other beauty salons being oriented toward a ‘medi spa’ style of offering and could be considered to be beauty treatments rather than medical in nature. We are NOT a beauty salon simply offering hair removal.
The brand needs to hold sufficient gravitas and sophistication to support the delivery of serious medical services, but also be appealing and humanistic, in order to be effective in a promotional context for cosmetic treatments.
Although primarily female, the target audience is likely to have an older skew, particularly for more expensive procedures. A portion of the market are well informed and discerning in their choice of medical practitioner, and have undergone procedures before. A number of these consumers are price sensitive and will shop around for value. Other potential customers are uninformed and fearful of taking the step to undergo surgery. Another segment of the market will be existing customers who are ‘upstamping’ from a cosmetic procedure such as Botox, to a facelift. Information gathering and research, particularly on the internet, form a key step in the decision making process when selecting a medical provider.
In all cases, trust is a key part of the equation. The consumer wants to be sure that nothing will go wrong – and if something does go awry, that the surgeon is sufficiently qualified and experienced to rectify the problem.
The visual identity of the brand will play a critical role in distinguishing Dr Sandercoe’s services in the market.
The logo is required to complement our other 2 brands / logos.
To get a feel for the business premises, please click through to the faciliities page on the Norwest Plastic & Cosmetic Surgery website. You will see from the photos that we are trying to market our selves at the higher end of the market.
The Laser treatments can be found at the manufacturers website http://www.cutera.com
Quality. Trust. Peace of Mind. Professional. Beautiful. Substantial.
A premium brand, but accessible.
Classic, elegant, and sophisticated but not fussy or old fashioned.
Contemporary and progressive - using the latest tools and techniques, but not risk taking.
This brand is the Audi of the car industry. It’s not about top of the line prestige or performance, it’s not ‘look at me’ – it’s about quality.
If it were to be applied to another industry vertical, it would be translatable to a boutique hotel.
It is not frivolous, it’s not a day spa, it’s not pink, it’s not sexual. It’s also not severe or clinical.
The logo needs to feel balanced and cohesive.
It should be versatile in its application, and translate to different media and environments.
It should combine elements of classic sophistication, but feel contemporary and relevant.