Clinically Clear

Brand launch: Website copy, product naming, and packaging copy

Kingery Design Co. handled the logo and web design, and Sarah Neuburger created the friendliest illustrations. We created a brand identity with a logo, website content, product naming, and packaging (details on naming and packaging at the bottom of this page). We chose an approach that showed off their distinct personality, differentiated their services from competitors, and gave them ownership in the skincare market, particularly around Atlanta.

Scroll down to see the work, and click images with small print to see a larger version. You can also view Clinically Clear's live site here (note: clients may alter live web copy).

Homepage copy:

About page:


All About Acne page:


Our Approach page:


Careers page:


For Clinically Clear's product line, I created proprietary names with descriptors, with the goal of making them memorable and easily identifiable among other brands and bottles in bathroom cabinets. We opted for 2-3 words and alliterative phrasing for each name (when possible, though trademarking held us up for a few of them). Shane Kingery designed the packaging, and Sarah Neuburger created the illustrations.

Below are photos of each product with the old and new product names.

Old Name: Radiance Boost

New Name: Refine + Equalize Toner

New Descriptor: The daily-use, balancing revitalizer

Old Name: Pore-Clearing Cleanser

New Name: Oil Control Gel Cleanser

New Descriptor: The oil-diminishing daily wash

Old Name: Rescue Gel

New Name: S.O.S. Serum

New Descriptor: The imperfection eliminator (aka: your new best friend)

Old Name: Ultra Gentle Cleansing Lotion

New Name: Mild Pre-Cleanser

New Descriptor: The face-freshening, fragrance-free, first-step cleanser


Old Name: Ultra Gentle Cleansing Gel

New Name: Gentle Gel Cleanser

New Descriptor: The super-light, fragrance-free, sensitive skin wash

Old Name: Instant Calm Complex

New Name: Soothing Serum

New Descriptor: The redness-reducing solution

Old Name: B3 Enzyme exfoliating crème

New Name: Exfoliating Corrective Crème

New Descriptor: The no-scrub, natural-enzyme mask


Old Name: Zinc/Sulfur mask

New Name: Repair + Rebalance Mask

New Descriptor: The congestion-busting, oil dissolving acne remedy

Old Name: Oil-Free Hydrating Fluid

New Name: Lightweight Finishing Moisturizer

New Descriptor: The oil-free skin conditioner


Old Name: AHA/BHA Cleansing Mousse

New Name: Pore Purifying Foam

New Descriptor: The deep-cleansing, oil-fighting powerhouse


Old Name: Clear Skin Ultra Gel

New Name: Daily Defense Serum

New Descriptor: The skin-clearing + smoothing solution

Client: Clinically Clear

Design Director: Kingery Design Co.

Illustrations: Sarah Neuburger

Photography: Caroline Fontenot

Styling: Candice Lorraine

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