Open the conversation of beauty to cater to less common patrons of beauty clinics: Male, Seniors, The LGBTQ+ community, etc. to be more inclusive by leveraging on the vibrant and irreverent sub-cultures in the Philippines.
HK Aesthetics was a local clinic located in Manila and was struggling to attract new clients due to over-saturation of beauty clinics in the area. They approached Noct to help understand their business and find new opportunities that may have been overlooked during its original inception.
Noct relaunched HK Aesthetics as "Gondohfez", a crafted word derived from "Swardspeak", or more commonly known as Gay Lingo in the Philippines, to help reposition the company as a more relatable, more inclusive, and more affordable.
Gondohfez by HK Aesthetics was launched as was met with resounding success. The company grew their customer base and managed to scale in a span of 6 months. Gondohfez won multiple awards of excellence in their field and services.
While the strategy for Gondohfez defined a nomenclature with a more grassroots approach, the art direction needed to inspire a premium experience — something that would make its customers feel proud of.
The social media content plan for Gondohfez was about establishing a small beauty clinic as something that would rival more bigger, more established ones in the area at first glance. Noct designed a series of key visuals featuring imagery of faces framed just below the name. The tagline was intentionally made to lack refinement to ground the brand despite a more refined visual communication. The tagline was part of the pitch to HK Aesthetic and was done as a joke but stuck on, so it was used in the final work.
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Singapore Business Address Goes Here 24601, Singapore, SG
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