Challenge
The start-up company dermatolog.no (now Askin’) got in touch Mission with a wish and a need for a new identity. The company operates in teledermatology, which means that they help people with skin problems using mobile devices. If a doctor, a health worker – or a private person discovers a mole that grows or suspects other skin problems, it is reassuring to get swift feedback from an experienced skin expert rather than having to wait for months to see a dermatologist in person. The founders of Askin’ work with a team of professional skin experts to quickly produce digital diagnoses. A test version of the app has already received positive feedback from doctors and nurses. It feels natural for dermatologists to work digitally, as good mobile images and accurate descriptions of symptoms lead to precise diagnoses. The challenge was to develop an identity that works for both health professionals and individuals – both in Norway and abroad.
Solution
Mission worked together with the team of Askin’ to define the brand direction. The founder of Askin’ and chief physician of the Division of Skin Diseases at Oslo University Hospital, Mohammad Rizvi, said this: “If only one single person survives skin cancer because of our company, it will be worth it”. Askin’ has a professional approach and is committed to be a modern player with ambitions beyond Norway’s borders. It was the company strategy that led to the name Askin’, which, in addition to containing the word ‘skin’, highlights the importance of asking an expert (‘ask’). The logo is inspired by the skin’s cell growth. Cells that grow too fast or too slowly are anomalies that create many of the skin problems that Askin’ can help with. The symbol represents a single dividing cell. The identity is based on simplicity of language and expression, combined with tight lines and a focus on the expertise that the Askin’ dermatologists represent.
Result
The mobile phone is the most important tool for patients, health professionals and dermatologists alike. Therefore, the symbol, icons, animations, illustrations and the use of images have been developed to create comprehensive digital on-screen communication. It has been important to secure an engaging visual expression that clearly differentiates itself from that of beauty products – or competing services. The communication is based on short messages that trigger curiosity and easy-to-follow instructions that make the service intuitive to use.
“If only one single person survives skin cancer because of our company, it will be worth it.”
— Mohammad Rizvi, dermatologist and founder of Askin’
