Harley Academy are the UK's largest postgraduate training provider in aesthetic medicine. Their objective is to raise educational standards for injectables and cosmetic dermatology treatments.
Aesthetic practices are largely unregulated in the UK. The Department of Health has cited that '...dermal fillers are a crisis waiting to happen.' In fact, 934 of 937 complaints made to Save Face in 2019 were in regards to unregistered practitioners. What drew us to Harley Academy was their steadfast determination to fix this. Their be all and end all is to radically improve patient safety. How? By creating a pioneering level 7 qualification mapped to Health Education England guidelines for a start. Their approach is innovative and features a tech-focused online learning system, further boosting their forward-thinking credentials. Harley Academy are driven to make the aesthetics ecosystem responsible, accountable and collaborative whilst ending all unregulated practices.
Brand + Marketing Strategy, Identity + Brand Design, Print + Packaging, Photography + Videography, Copywriting, Illustration, Web Design + Digital.
Harley are industry disruptors, so it made sense to go against the stale brand strategies prevalent within this market. Harley Academy needed a revolution to help them scale-up and to give them strength to change an entire industry.
The re-envisioned Harley Academy brand manages to tread a delicate line between conveying their professional standing, alongside their friendly nature and forward-thinking approach. Neither stuffy nor brash, we’ve created an identity that works fluidly across the different parts of their business and stands out like a beacon of light among an industry whose image has largely stagnated.
Their new photographic identity was galvanized by Harley’s desire to bring a more humanistic look to the industry. We chose ‘real models’ of various ages from a range of ethnic backgrounds to achieve a campaign that was inclusive and diverse. We then opted for a editing process that focused on natural skin tones and textures, and avoided unrealistic airbrushing, to create a direction centered proudly on the beauty in human difference. The illustrative identity followed suit, using warm tones inspired by skin with bolder injections of bright colours taken from the brand palette. Very little use of linear borders created a soft abstract effect, whilst subtle brush strokes were used to created the illusion of skin-like texture. The result is an identity that manages to appear ethical, forward-thinking and educational.
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