I joined Gro Clinics as a designer in 2021. At the time, the brand was inconsistent. Bright orange, harsh purples, stock photos that felt disconnected, and a tone that didn’t resonate.
But underneath it all, there was something real. Our clients were not just happy, they were changed. That was the spark.
But underneath it all, there was something real. Our clients were not just happy, they were changed. That was the spark.
I spent time understanding what made our clients trust us. What pushed them to take the leap. What changed for them afterwards. That insight shaped a new brand direction that spoke their language and reflected their reality.
We kicked off a digital rebrand with WÜLFE, an incredible agency who brought it to life.
We replaced stock imagery with real clients. We asked them to share their stories. And they showed up. We rebuilt the website, rewrote every page, launched a fresh suite of ads, and rolled out the new identity across every touchpoint, including seven physical clinics across Australia and New Zealand.
We focused on three core taglines:
We are just here for the people who want more hair
Defy Genetics
Push the limits of who you can be
We are just here for the people who want more hair
Defy Genetics
Push the limits of who you can be
Because this was never about making people feel bad about hair loss. It was about destigmatising it. No shame, no pressure. Just the message that if someone wanted their hair back, we could help. That shift in tone changed everything. Brand perception changed. Our clients became advocates. They were proud they did this, for themselves. And their stories travelled further than any campaign ever could.
We were not chasing trends. We built something honest. And it worked.
