Private Practice by Dr. Koo

Take your skin to the next level.

After years of practicing aesthetic medicine, treating and transforming the appearance of countless patients, Dr. Michele Koo, MD, FACS, grew tired of the condescending, often hyped-up messaging from skincare brands and “would-be” beauty influencers and gurus. She grew impatient with the ineffective serums, doctored-up creams and dummied-down claims that all-too often delivered disappointing results. And so, she formulated her own non-surgical solutions using medical grade ingredients.

 

  • Like many first-time founders, Dr. Koo Skincare struggled to gain traction nationally - beyond her current, local client base. She came to Insurgents with a specific task: “Given the clutter in the high-performance skincare category, how do I break through?”

  • We began by renaming the brand to Private Practice by Dr. Michele Koo. We believed that Dr. Koo’s personal touch – and humanity – were a unique attribute in a highly sterile, clinical category. And we set out to emphasize these traits. We redesigned her logo, website and visual cues to emphasize Dr. Koo’s genuine empathy, warmth and compassion. And we created a powerful and cohesive visual identity and brand code that would distinguish Dr. Koo from the competition.

  • Brand Story & Messaging:

    Brand Voice & Personality,

    Digital & Social,

    Web Design

    CRM

 
 
Collage of black-and-white headshots of diverse women with various expressions.
 
 
 
 
 
 
A light blue bottle of KOI hyaluronic hydration mist on a textured white stone, with a white cone-shaped object next to it.
Skincare products, including retinol patches, pigment refiner, vitamin serum, and cleansing bars, arranged on white geometric blocks.
Close-up of various skincare creams and gels in different textures and colors on a light background.
A bottle of KOI essential hydration calming serum designed for oily or blemish-prone skin, with a spray nozzle and a semi-transparent, light yellow liquid inside.

All copy is written in first person using Dr. Koo’s exact words to reflect her intelligent, yet intimate approach. The clean, modern identity and empathetic voice created a holistic experience in a sterile category established Dr. Koo a go-to resource for women of all ages – and life stages.

 
 
Homepage of a skincare website featuring a display of skincare bottles, black-and-white images of diverse women, and text about personalized skincare treatments.
Product page of KOO anti-toxin cleanse clarifying spray, priced at $75, displayed with options to add to cart and purchase now, center of the page, with benefits and ingredients listed on the right side.
Collection of skincare bottles and containers on geometric white blocks, with a neutral background.
 

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