In 2022, PAC decided that the Associated Skin Care Professionals (ASCP) brand needed a refresh to help bring it a more modern, sophisticated, and fresh feel, and to incorporate the learnings it had gathered over the past few years about its esthetician members. Using demographic data, social media learnings, audience surveys, and internal analytics, the new brand look, voice, and guidelines were created. This meant replacing the black and white imagery, magenta text and highlights, and pivoting to a skin-centric, minimalistic photographic style, and ensuring that we were really focused on the client—estheticians.
The new look centers on the colors of the skin, classy, sophisticated fonts, and a scientific, yet feminine feel with bright pops of color to catch the eye when needed.
