Harley Academy are an education platform and community for future industry leaders in aesthetic medicine.
Harley Academy were rapidly becoming the aesthetic industry’s front runner in training and education. Moreover, the company were moving into a tech ed arena. Their team wanted to reflect this in their branding and asked us to completely rethink their existent aesthetic (oh the irony!) which was outdated and indistinguishable from their competitors. They challenged us to create an identity that was equally reflective of their prestigious educational offering, as well as their progressive digital offering, whilst ensuring that they appeared approachable and trustworthy.
It was clear that Harley are disruptors to their industry, so we wanted to challenge the stale brand strategies prevalent within this sector.
As a starting point for Harley’s new identity we took inspiration from prestigious British collegiate universities, coupled with iconic digital keyboard shapes resulting in a set of logos that managed to seamlessly combine education and tech. The photographic identity was galvanized by Harley’s desire to bring a more natural look to the industry, so we chose ‘real models’ of various ages from a range of ethnic backgrounds to achieve a campaign that was inclusive and diverse, centered proudly around the beauty in human difference. The illustrative identity followed suit, using warm tones inspired by skin with bolder injections of bright colours taken from the brand palette. Very little use of linear borders created a soft abstract effect, whilst the use of very subtle brush strokes created the illusion of skin-like texture.
The re-envisioned Harley Academy brand manages to tread a delicate line between conveying their adroitness with their friendly nature and forward-thinking approach. Neither stuffy nor brash, we’ve created an identity that works fluidly across the different parts of their business and stands out like a beacon of light among an industry whose image has largely stagnated.
A bold new identity and brand strategy for a company challenging the status quo
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A differentiating brand proposition in a market where everyone is saying the same thing