Skin Only is a medical clinic specialising in skin cancer detection and treatment. The clinic was looking to differentiate itself in the Australian market where almost all the competitors use harsh red and orange iconography (representing the sun, malignant moles and burns). Our approach was to use the acronym 'SO' (from Skin Only) to launch a conversation with the 5 key markets for the clinic. The brand has become one of conversational language and great imagery which engages the market in an entirely new and personal way. The colour palette is softer, more sophisticated and gentler, encouraging engagement with the audience