Kate Kerr London

Total Brand Refresh

I have been working with Kate Kerr – an award-winning clinical facialist with an impressive client list, including many A-listers – since the beginning of 2020. I manage every aspect of her content, from website copy and editorial blog posts to emails and social content. One particularly exciting project I worked on with Kate was a total brand refresh: this involved devising a brand strategy, looking at her brand identity and working with a design creative to bring to life how we communicate that identity through her look and feel. Prior to this refresh, Kate’s website, although performing fantastically from a search and traffic point of view, lacked a design and engaging content that aligned with her brand mission, goals and values, as well as her status within the skincare industry.

We worked closely with Kate to establish a brand identity that reflected those core brand goals and values: with a particular emphasis on showcasing her science-led approach to skin health and how every facial and treatment is entirely bespoke to the individual. We built on her colour palette of green, white, grey and black, giving it a new lease of life with a more contemporary design and logo, as well as a renewed focus on capturing inspirational imagery, as opposed to stock imagery. This involved co-ordinating shoots of treatments happening at the clinic and creative product shots.

I devised a content strategy across the website, blog, email and social channels designed to engage both Kate’s existing, loyal client base, as well as encouraging new clients to book a consultation. To engage new visitors coming to the website, we created a fun editorial quiz to help potential clients find the right facial for them. For the blog, we created new content franchises designed to educate Kate’s audience about the skin and showcase Kate’s values of being passionate about helping others to feel good about the skin they’re in.

These franchises include: Skin School, where we do a deep-dive into different skin conditions and how to effectively treat them; Spotlight On, where we focus on a key skincare ingredient and explain its benefits; Transformation Tuesday, which is a socially-led, before-and-after series showing off client results and testimonials, and My Skincare Journey, which is a video series revealing her clients’ emotional skincare journeys and the impact that treatment has had on their lives.

As well as creating content for the website and blog, we also focused on creating engaging content for Kate’s Instagram, using her new fonts and brand colours. We have brought in different social-first formats including Instagram reels, fun skincare quotes and educational carousels, which has seen a fantastic uplift in reach and engagement.

Post-brand refresh, I continue to manage every aspect of Kate’s content – from planning every social post and reels shoot, to writing content emails and engaging blog posts. We are about to kick off phase two of her website refresh, which will involve creating a VIP client member’s area on the site, with personalised regimes, facials and content. So watch this space!