Project — Branding, 2020

Tone Dermatology

Accessible, personal and seamless skincare in Chicago's South Loop.

Client

Dermatologist

MY ROLE

Brand Design

Tone Dermatology

Find your glow.

Tone Dermatology is an inclusive, luxury practice started by Dr. Caroline Robinson that delivers personalized skincare for every shade of skin.

The Challenge

Board-certified dermatologist Dr. Caroline Robinson founded Tone Dermatology to provide a luxury skincare experience that helps people in all communities learn to love the skin they are in. She’s on a mission to empower people to feel great about themselves. We were tasked with balancing luxury aesthetics with trusted, science-backed skincare in order to re-define what a dermatologist practice can be.

The Solution

Taking cues from hospitality, everything about the Tone experience was curated to be a warm and personal experience, from the language they use (Clients, not Patients) to office design, carefully selected products for purchase, and a seamless check-in process. These touches needed to be supported by beautifully tailored design. We delivered an elevated experience that makes the traditional dermatologist visit feel cold by comparison.

Unpack the design decisions that bring this vision to life in the sections that follow…

Results

Since launching, Tone has introduced membership tiers and earned industry recognition such as the ULTA Beauty 2021 MUSE 100 Award and the 2020 National Minority Quality Forum 40 Under 40 Leaders in Minority Health

MY ROLE

Art Director at C42D
Brand Design

Tone came to C42D with a logo. We helped flesh out their brand strategy before I took over building out the brand and establishing brand guidelines. I oversaw applications of the brand as well as website design.

THE TEAM

Brand Strategy David Card
Digital Design TJ Knight, C42D

The Glow-Getter

Audience

The Glow-Getter is Tone Dermatology’s core audience: ambitious, self-assured women who see skincare as both self-care and an investment in their confidence. They value expertise, inclusivity, and results, making them the perfect fit for a brand that blends science with luxury.

Moodboard

Love the skin you’re in.

Tone's brand strategy reimagined science-backed dermatology as an experience of accessible luxury and personal empowerment. The visual identity captures a curated, holistic experience that transforms clinical spaces into stylish sanctuaries, emphasizing imagery of diverse, confident individuals loving the skin they’re in. This approach positions Tone as a disruptor in skincare, ultimately crafting a visual narrative that invites clients to embrace self-care with effortless grace.