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A close-up photograph of people showcasing diverse skin tones with the word "TONE" overlayed in elegant serif typography.

Industry

  • Healthcare

Services

  • Brand Identity
  • Naming
  • Positioning
  • Website

Tone

Luxury dermatology. Every shade of skin.

Dr. Caroline Robinson, a board-certified dermatologist whose subspecialty interests include skin of color, came to WHQ with a working name, The Dermatology Collective, and a practice far more distinct than the name suggested. WHQ renamed it. “Tone” holds skin tone, the tone of the practice, and the tone of care in four letters, and the whole brand unlocked from it. A warm-neutral palette kept the identity clinical without being cold, and the website was built around one job, moving a curious patient to a booked consultation. The practice continues to grow in Chicago, with Dr. Robinson’s expertise earning national recognition through press, speaking, and advocacy.

A minimalist image showing the rebranding from "The Dermatology Collective" to the new name "TONE."
A minimalist brand logo displaying the word "TONE" in an elegant serif typeface.
Brand guidelines showing GT Sectra and Acumin Pro Wide fonts alongside a six-color palette.
Minimalist business cards for Dr. Caroline Robinson at Tone Dermatology on a warm background.
Tone poster showing a sunlit, hydrated back with blonde braids and brand text.

Brand line

Set the tone. Luxury dermatology for every shade of skin.

The Tone campaign line, developed by WHQ.

Next project

ItemMaster – A design system for a content master.

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