Bey

Cosmetic choices are personal. The brief was to build a brand that puts dignity first, with calm guidance before, during and after treatment. We created the name, identity and tone for Bey so it could stand alongside Bergman Clinics, with a clear promise: your body, your call and a team that treats that call with care.

Our research surfaced a simple truth. Many people are open to cosmetic change, yet worry more about others’ reactions than the procedure itself. That anxiety can undermine the very reason to seek treatment. We reframed the conversation around self‑possession rather than perfection. Having cosmetic surgery says nothing about your level of self‑love. Confidence is choosing what feels right for you and wearing that choice with pride.

Building on the “wear it with pride” promise, we created the brand system and launched it with a plain‑spoken campaign across radio, print, direct mail and outdoor. We showed the outcome without the theatre of surgery: no doctors in shot, no marker lines, no before‑and‑after collages. Just people meeting the camera with assurance. The logo, colour, typography and photography style work together to feel modern and human, giving clinics and communications a recognisable, reassuring presence.

By celebrating people who are assured, proactive and unbothered by outside opinions, Bey helped shift the conversation from purely medical to everyday lifestyle a considered choice rather than a secret. The brand now supports nine clinics and continues to guide how teams welcome clients, explain options and talk about results. Awareness grew through straightforward media and word of mouth, while the clinics gained a platform that feels honest and inclusive. The wall of stigma does not fall in a day, but brick by brick it is coming down. From the start, Bey’s role has been to help people carry their choice with confidence.