Curology, the largest player in the custom skincare space, was looking to launch a new personalized prescription anti-aging skincare brand. We partnered with A LINE on the development of this exciting new brand.

We first dug deep into the category and conducted consumer research. The brand strategy is founded on the insight that as women get older and more confident in their own skin, they want to define aging on their own terms. The new brand was created as a direct response to current anti-aging brands marked by one-size-fits-all solutions that fail to take on the attitudes and concerns of women.

The core brand idea of ‘our own age’ is grounded in powerful notions of choice, ownership, and strength, and captured by the name Agency. It was then brought to life through a brand personality and visual identity designed to feel modern and future-facing, but still approachable.