brand strategy

Brand voice strategy and website copywriting for a leading skin clinic in Victoria

Ministry of Skin (MoS) wanted to reinvigorate their brand making it more modern and distinctive. They felt their content was too similar to other skin clinics and were ready to shake things up by adopting a fresh tone of voice that showcased their expertise, unapologetic ethos and sense of fun. I partnered with Paul Kelly Creative on this multifaceted rebrand strategy.


We encouraged the audience to celebrate individuality and embrace vanity if that’s what brings them confidence and joy. Five new webpages targeted the different types of MoS personas – Style Queen (on-trend 20s), Youth Preserver (radiant 30s), Age Defyer (revitalised 40s), Transformation Seeker (specific skin concern) and Confidence King (men).

The new tagline ‘you do you’ was accompanied by strong statements like, ‘Forget feeling comfortable in your skin. We want you to feel ecstatic.’ Fun was added in headings like, ‘Chin: Only singles need apply’, ‘Lips: Fill me up buttercup’, ‘Cheeks: Pop it like it’s hot’ and ‘Brows: Look at that arch-itecture’.


  • Tagline
  • Tone of voice guide
  • SEO website copy for 7 pages
  • Job ad
  • Radio script

Copy sample

Featured on homepage

We’re all different and we all have different paths to feeling our best.
For some, it’s about staying ‘au naturel’. For others, it’s about investing in a bit of aesthetic help. And that’s totally ok.
You don’t have to embrace the ageing process if you don’t want to.
You don’t have to make peace with pigmentation.
You don’t have to surrender to other people’s ideas about beauty.
It’s your life. You’ve earned the right to do whatever the heck you want.

Want a super subtle enhancement? We’re here for it.
Want to dissolve the decades and pump up that pout? We’re (still) here for it.
We celebrate individuality and support whatever makes you feel good. Because we understand that improving your skin and enhancing your features can give you an added boost of confidence. And that can make all the difference.

What the client had to say

“Jacqui brought our brand to life in a fresh and exciting way, creating a tone of voice that feels exactly right for who we are and what we want to achieve.”

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