Anue
A fresh new brand for a transformative new skin care clinic.
Background
Anue, a new dermatology-led skincare clinic in New Zealand, sought to redefine patient care by blending clinical expertise with a personalised, holistic approach to life's little body problems. They engaged D&Co to develop a brand strategy and visual identity that authentically positioned Anue as a leader in aesthetic wellness.
The challenge
The challenge was to carve a distinctive niche in a crowded aesthetics market, where clinics often rely on similar language, design, and service promises. Anue needed a brand strategy and visual identity that emphasised both its medical credibility and human-centric care, setting it apart from competitors while aligning with future business growth goals.
“What’s impressed me the most about D&Co is how the team really understood what truly sets us apart from others and how they’ve been able to capture that through the brand strategy and the design of our new brand.
D&Co have demonstrated an authenticity that we’ve really valued. We continue to work with Russ and his team as we build the brand and associated moments for our patients.”
— Dr David Lim, Specialist Dermatologist and Mohs Surgeon, Anue
“It’s been a real privilege to have David and his new start-up business, Anue, put their faith and trust in D&Co. It’s a responsibility not lost on me when a founder makes this step to appoint us and we do everything we can to ensure they are set up in the best possible way for success.
I’m delighted that Anue is already thriving, alongside Skintel, David’s skin cancer and dermatology clinic.”
— Russell Douglas, Founder & Principal Strategist, D&Co
Transforming lives for the better
Our solution
D&Co delivered a comprehensive brand strategy, brand story and visual identity for Anue, centred on authenticity and trust. We crafted Anue’s identity as a patient-first clinic, emphasising the value of empathetic care led by dermatology professionals. The strategy focused on highlighting core differentiators such as continuity of care with specialists, and evidence-based treatments.
Anue’s brand purpose — 'Growing confidence from the outside in' —inspired the narrative for both internal and external stakeholders. D&Co also introduced brand values like Curated Care and Pioneering Professionalism, reinforcing a culture of excellence. The brand essence, 'A better way to a new you,' served as a guiding principle for every touch-point in the customer journey.
The visual identity and messaging frameworks adopted real, relatable imagery and a calm, refreshing palette to embody Anue’s mission authentically. By aligning the aesthetic with a customer-first philosophy, D&Co ensured the brand resonated with its target audience, fostering trust and advocacy.
This strategy equipped Anue to enter the market with confidence, ensuring every customer interaction reflected their core promise—where wellness goes beyond appearance, and care is embedded into every treatment experience.
The new brand story says it all...
Imagine an aesthetic skincare clinic that starts… from the inside out. That was our vision for Anue; a professional dermatologist-led concept that’s designed to help you look and feel your best, on a bespoke, individualised level.
From subtle, natural aesthetics to proven evidence-based anti-aging treatments from a dedicated dermatologist, you won’t just look good, but feel good too. And it doesn’t just end when your treatment does.
Our ongoing care, support, and guidance is what we’ve built our reputation on.
Anue | A better way to a new you
Deliverables:
Brand strategy. Brand story. Identity development. Brand activations and rollout.
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