Time for some TLC

Drastically transforming one’s appearance, while desirable, is often met with worry as it can be seen as masking or even altering the personality of the individual. The Lovely Clinic, a new cosmetic surgery clinic, hopes to change this perception with a brand launch designed by SomeOne.

SomeOne has created a new brand identity for The Lovely Clinic, the Chelsea-based surgery brand founded by Dr. Sarah Tonks.

From a traditional surgical background, and with degrees in both medicine and dentistry, Tonks established TLC to offer clients non-surgical aesthetic treatments with her passion for holistic and natural therapies.

The brand’s strapline – ‘It’s you, just lovelier’ – informs the visual identity and reflects the practitioner’s cautious approach to cosmetic surgery.

This has inspired SomeOne’s unconventional approach to the clinic’s visual brand identity which features a paint system, representing the “enhancing” nature of Tonks’ work.

“We centred on the visual theme of paint — globally recognised as a way of either enhancing the existing — or a way of working with basic elements to create something astonishing,” says senior designer, Tom Myers.

The Lovely Clinic brand launches spring 2017.