Be Cosmetic Clinics
Building an aesthetics brand that’s more than skin deep.
When the doctor calls, you pick up. As it turned out, we were the ones writing the prescription.
But before we put on our scrubs, we dove into diagnosis. Immersing ourselves in the world of cosmetic surgery (it isn’t pretty), we set about extracting the insights that would guide a new entrant into a very crowded market.
The category was polarised. At one end were brash promises of pumped-up perfection. At the other, cold and clinical environments that felt more like laboratories than spaces of care. In between sat a gap that patients themselves were pointing to.
Many weren’t chasing an idealised version of beauty. They were looking for something subtler: the confidence to feel comfortable in their own skin, the reassurance of walking into a clinic that treated them as people first, and the freedom to make a change on their own terms.
That became the foundation for the brand we built. An elegant code palette, a confident identity and a design system that carried through from interiors to campaigns. Clinics were shaped to feel distinctive and welcoming, a clear departure from both the gaudy and the sterile.
The strategy ran at two speeds: a long-term brand anchored in empowerment, supported by launch activity that created visibility fast and gave the name immediate presence in market.
Execution spanned digital platforms, print collateral, interior design and every touchpoint across the patient experience. PR, search and advertising added further reach, creating a fully integrated launch. The voice was deliberately human, presenting cosmetic procedures not as vanity but as agency, a choice to feel more yourself.
From this, Be was born. A brand set up for growth across multiple UK clinics, attracting a wider roster of doctors and specialisms, and building a reputation through the real stories of patients regaining their confidence.
