Before developing our full proposal, we sought inspiration from the graphic codes in ready-to-wear fashion, art galleries, hip cafés, and “love brands” – brands that have figured out how to foster extremely strong loyalty and love from their customers. Next, we took a deep dive into the company’s name, proposing the “Clinique” be dropped so that MATIGNON could shine confidently solo in bold capital lettering, using the typeface Antarctica (by NewGlyph). In some cases, the name is complimented by the industry-clarifying tagline “Médecine esthétique” (aesthetic medicine) ; other times it is reduced to a simple and straightforward monogram “M”.
The colour palette was also revisited. We kept the black and white as the dominant colours, but added an aqua blue, acid green, and bold lavender purple – three bright and vibrant new colours, which immediately brought a pop of modern brightness and a brand-new attitude to the table.
To ensure total coherence, we brought the new identity to life online, preparing a brand-new website and marketing campaign, while also developing new clinic signage, wall décor, custom-designed furniture, fresh uniforms, and updated branded merchandise. Every element combined seamlessly to highlight the brand’s classic purity, while also letting its true personality shine.
