Practice partnered with Glowbar to bring to market a skincare brand that solves it with you.
We ideated, designed, and deployed a scratch-made brand identity for Glowbar, where certified estheticians help you understand and solve your skincare concerns with targeted 30-minute treatments each month. Glowbar helps customers feel confident that they’re doing everything necessary to have great skin by cutting through the misleading claims of often-overwhelming skincare marketing. Whatever concern the customer faces, Glowbar’s monthly tailored treatments take the guesswork out of giving skin exactly what it needs to look and feel great.
Creative Direction
Brand Strategy
Brand Identity
Tone of Voice
Art Direction
Casting and Production
Digital Product
Content
Copywriting
Art Direction
Interior Consulting
Interior UX
Interior Signage
Uniform Design
OOH Advertising
Printed Collateral
Social Tone
The logo
To root the brand system and tone of voice in a slightly subversive space that undercut the potions and promises skincare so often offers, we crafted a logo rooted in historical beauty; then we added an intentional twist and modern touch for a distinctive finish.
Tone of voice
Glowbar's tone of voice is direct and to-the-point, encouraging customers to take control of what’s bothering them before addressing the issue quickly, efficiently, and with real answers. This strategic departure from the typical spa tonality offers customers relief from the overpromising and overwhelming approach common in skincare marketing.
The glow
Glowbar's signature red glow shows up throughout the system; it appears in big brand moments and small interactions alike, shifting its shape to suit each application.
The arrow
Glowbar's systematic arrow, paired with a strong line, is a metaphor for directly targeting the skin's surface. It appears in tandem with the brand's direct tone-of-voice for calls-to-action, wayfinding, and more.
No skin retouching, ever
None of the models’ skin in Glowbar's photography is retouched or edited – they’ll clean up a few flyaways but that’s it.