Brand Strategy | Messaging | Visual Identity | Packaging | Social Media
Derm by Erica has rebranded several times and needed a strategy to ensure this was the final rebrand.
We started by identifying the brand’s mission and values. From there, the brand’s voice and messaging emerged. As an emerging small business, Derm by Erica works with various freelancers and needed consistency. We developed terms to use, nomenclature, and specific phrases for the team to pass along to freelancers to preserve the brand’s identity.
The colors were inspired by the Fitzpatrick scale. The Fitzpatrick scale is a classification for human skin color, with one being the lightest shade and six being the darkest. While most esthetician schools focus on types 1-3, Derm by Erica focuses on types 3-6.
average order value increase with new website
increase in sales with new website
subscriber open rate increase
While certain “shock value” videos led to a temporary increase in views for that individual post, Derm by Erica’s account struggled finding a voice.
Our first step was rewriting the bio and story highlights to better reflect Derm by Erica’s mission, provide more education, and provide context for before/afters.
Additionally, we deleted nearly 4,000 spam and “follow for follow” accounts, ensuring we focused on quality instead of quantity.
For over three years, Derm by Erica has worked on a curriculum dedicated to teaching other professionals how to work with melanated skin.
We designed the workbook, a product catalog, marketing materials, a gift box, and a website.
