Mentor: Global Rebrand
Empowering women to own their bodies without
shame or stigma.
The situation:
Our client asked us to rebrand but make the work much sexier and “breast-forward” than what was developed for the US market. The current AOR work was focused on real women with real stories about breast augmentation and corrective breast surgeries. It performs well, focusing on balancing authenticity, education, and added value for each audience. However, competitors to Mentor were starting to take a much more provocative/sexy approach due to plastic surgeons wanting to show
their product more directly and a more risky global market that was adjusted to sexier imagery.
The idea:
After working at the agency of record for several years, we heard them but felt responsible for considering what the professionals AND consumers wanted. We believed Mentor could accomplish this in a way that wasn’t exploitative and potentially threatening to their current consumers. We leveraged global consumer and surgeon insights to evaluate and iterate on existing strategies to develop a brand refresh that builds awareness, trust, and loyalty. We also audited existing brand elements and provided recommendations on priorities, created a successful strategic positioning,
and evolved it for global markets. We also ensured we articulated the brand's core values, mission, vision, and unique value proposition.
The execution:
We developed reimagined global brand and ad campaign inclusive of messaging, a new narrative,
a visual identity system, an international style guide, and templates for iteration in local markets.
Our output empowered women to feel confident in their skin and be unapologetic about their decisions for their bodies. We harmonized the idea of being seductive and femme-focused without being overtly sexy. To strike that balance and convince the client of the right direction, we went deep into research and data informed by brand and global consumer insights. We learned that women wanted to feel sensual over sexual. They won’t see themselves in the brand, focusing on being confident and strong: Accomplished women, not staged models or over-idealized bodies.
We needed to celebrate women, showing more than the chest to humanize and help create
an emotional reaction and connection. Last, we needed to remain aspirational.
Below you will see two directions we showcased as options for the campaign with different visual styles and narratives.
