Curoloy Rebrand
With a retail launch on the horizon, Curology needed to shift from a functional DTC acne product to a beloved mass skincare brand that could go toe-to-toe with the CPG giants.
After developing a design system alongside Gretel, our internal team of 6 overhauled the brand identity from top to bottom (along with some incredible freelance support), including expanding the strategy, refreshing the art direction, and outlining a tone of voice to be implemented everywhere from social and web, to in-store.
While Curology’s primary target is Gen Z, we didn’t want to veer into the trend-driven ‘adorkable’ space or the bland DTC world occupied by competitors going after the same audience.
Our Signature Squeeze is the connecting thread throughout our visual system. Inspired by how we interact with our products, the squeeze acts as a primary graphic element to punch up our compositions and as a secondary accent, alongside our custom typeface, Skintype.
As a brand founded by a dermatologist and powered by 100+ providers offering individual support to patients, we needed our dermatological DNA and real-human support to come through loud and clear. To balance the cool with the credible.
This ultimately led to our core guiding principle of “Warm Science,” which informs two key design elements: the Signature Squeeze and Precise Modularity. This philosophy creates a direct and energetic visual language that balances the approachable with the scientific in a way that draws people in.
Curology wants everyone to feel seen at every stage of their personal skincare journey. Our art direction encourages this ethos by celebrating skin without alteration, honestly documenting the journey, and speaking to all experiences.
We accomplished this through minimal retouching of skin, intentional styling, dynamic posing, and warm lighting—without ever veering into overly contrived, organic, or filtered territory.
Curology Rebrand
Owned & led the photography direction for Curology’s rebrand, defining a visual system grounded in real skin, inclusive casting, and minimal retouching to balance clinical credibility with human warmth.
Beyond photography, contributed to the development and refinement of core brand elements—including the “Warm Science” framework and the application of the Signature Squeeze across typography and graphic systems—working closely with internal leadership and agency partners to ensure cohesion across the identity.
Owned & led the photography direction for Curology’s rebrand, defining a visual system grounded in real skin, inclusive casting, and minimal retouching to balance clinical credibility with human warmth.
Beyond photography, contributed to the development and refinement of core brand elements—including the “Warm Science” framework and the application of the Signature Squeeze across typography and graphic systems—working closely with internal leadership and agency partners to ensure cohesion across the identity.
Creative Partner Agency: Gretel
Executive Creative Director: Elaine Fong
Creative Director: Martin Sanchez
Senior Art Director: Nastacia Chubinsky
Copy Lead: Nicole Jahns
Design Directors: Malisa Kuch, Christina Chern
Design: Donnah Perez, Diana Mora, Christine Shen
Photography: Shan Benson
Photo Editing: Jade Meneguel
Illustration: Sol Cotti
Iconography: Jordon Cheung
Executive Creative Director: Elaine Fong
Creative Director: Martin Sanchez
Senior Art Director: Nastacia Chubinsky
Copy Lead: Nicole Jahns
Design Directors: Malisa Kuch, Christina Chern
Design: Donnah Perez, Diana Mora, Christine Shen
Photography: Shan Benson
Photo Editing: Jade Meneguel
Illustration: Sol Cotti
Iconography: Jordon Cheung