Truly Deeply is proud to showcase our brand strategy, design and communications development for Duquessa, Melbourne’s Skin Sanctuary. Dedicated to revealing, protecting and enhancing natural beauty, Duquessa provides an extensive range of advanced skin treatments and rejuvenation in a custom-designed flagship clinic.
Duquessa is a skin rejuvenation clinic that provides an extensive range of advanced skin and anti-ageing treatments. The clinic boasts fully qualified staff of expert practitioners and registered nurses using the most advanced technology, approved by the Therapeutic Goods Administration (TGA).
Anti-ageing and wrinkle treatments include microhydrabrasion, anti-wrinkle injections, dermal fillers, platelet-rich plasma (also known as the ‘vampire’ facelift), derma pen application, photo facial rejuvenation and medical peels. For fat and cellulite, they provide lipodissolve and mesotherapy and, for sun damage, epidermal and dermal pigmented lesions. Intense Pulse Light (IPL) treatments are performed for hair removal and Palomar for laser treatment of leg veins.
Originally known as ‘Youth on Call’, the business operated as a mobile non-surgical cosmetic and skin care service, using partner clinics across New South Wales and Victoria. While the brand already had a loyal following, it was never able to create a true brand experience, as it was reliant on the varied environment of other people’s clinics.
With the creation of a custom-design clinic in Melbourne, we needed to transfer the existing brand reputation and client base but also demonstrate a significant step forward for the brand. The brand needed to represent not only an elevated offer with the best of breed team and technology but also create a signature brand experience that is all about revealing, enhancing and protecting natural beauty.
The anti-ageing and skin rejuvenation category is highly competitive and cluttered. Through our brand research and market decode we identified one of the key areas for Duquessa to differentiate was through their medical grade equipment and the expert staff.
In particular, we needed to distinguish the brand from the plethora of spas and beauty parlours offering skin treatments, without medical grade equipment or expert training. The brand also needed to emphasise the importance of being a clinic that enhances natural beauty, rather than cosmetic surgery that is about changing appearance.
The brand name and identity was inspired by a passion to make everyone feel like royalty. The Catalan word for Duchess, ‘Duquessa’ translated into a regal design theme of the ‘modern monarch’ combined with confident medical cues. Duquessa’s positioning as ‘the sanctuary of skin confidence’ is a bold mantra that elevates Duquessa in a highly competitive market.
“The Duquessa environment, services, technology and staff expertise all blend seamlessly to create a unique skin sanctuary to rejuvenate, indulge and refresh. Opulent, welcoming and safe, the experience is supported by expert practitioners, advanced technology and extensive treatments all dedicated to delivering complete skin confidence,” says Michael Hughes, Strategy Director & Partner, Truly Deeply.
Creating the right balance of medical skin science and an opulent customer experience was at the heart of the design brief.
“Initially inspired by the decorative elements of Spanish Renaissance architecture, the Duquessa brand was also informed by the medical component of the service offering. The result was an elegant brand with a clean, contemporary feel, which was carried through all communications and touch points,” says Tamarin Watson, Senior Designer, Truly Deeply.
Truly Deeply worked closely with Duquessa’s founders to build on their business vision and bring this to life through the brand. We provided strategic brand, design and marketing solutions for Duquessa including a competitor and market decode, brand strategy, naming, identity design and development, marketing communications, employee brand engagement and clinic design and experience. More than just creating the brand for Duquessa, Truly Deeply has provided full go to market support.
“We had the unique opportunity to work with Katherine to bring the brand to life for all aspects of the business, ensuring that every detail aligns to the brand ethos including the physical retail space, the customer journey and the marketing communications,” says Gemma Ditmar, Director of brand projects, Truly Deeply.
“Truly Deeply has really helped me realise my vision. Not only did they create an amazing brand, they helped me create the total brand experience including the interior design, engaging and training staff as well as managing all my marketing”, says Katherine Millar-Shannon, Owner Duquessa.