Face2Face x TheFaceGroup
Art direction, concept, brand design, copywriting, motion
This brand concept was created during my intenship at Chilli.
Two surgeons, known for their expertise in FFS, wanted to start a second brand besides their existing one ‘Face2Face’. Face2Face is the clinic responsible for genderaffirming surgeries. The second one would be called ‘TheFaceGroup’, which would do the same procedures, but in a non-gender related context. There was a need for a overarching branding, which would be the same but had a slight difference to differentiate one from the other.
The concept for this branding started from something very simple. A circle and a rectangle. The circle was used for Face2Face, referencing the feminizing aspect that rounds out the masculine features in the face.
People who undergo plastic surgery, in a non-gender related context, are looking for structure in their appearance. This is why the rectangle is the symbol for TheFaceGroup.