Extra Clinic approached Emily Vrbenski to create a distinctive brand identity for their thoughtful, luxurious, and—ahem (clears throat to scream)—PINK! cosmetic clinic in Canberra. Neublok’s research focused on the untapped luxury market, recognising that clients seek immersive, visually captivating environments that offer an experience beyond just a service.

Every detail—from the purpose-built basketball court and pink bathroom to the custom pink mermaid chairs—was designed to be striking and Instagram-ready. Our goal was to develop a bold aesthetic with a unique “New York” flair, setting the clinic apart in the Canberra market.

By exploring visually driven consumer expectations and hospitality-inspired luxury aesthetics, we established a concept that positions the clinic as the “go-to” destination for cosmetic procedures while fostering a vibrant community. We aimed to build anticipation for the launch through an irresistible blend of space and design, encouraging clients to share their experiences and embody the "Extra" spirit.

With insights from our research, we launched into the design phase, honing a vibrant, playful, and luxurious aesthetic that encapsulates Extra Clinic’s ethos: to be unapologetically Extra.

Our vision was crystal clear: to reflect the clinic's interior personality in all marketing and design efforts, creating an identity that seamlessly blended fun with elegance and broke away from traditional, sterile clinic norms. We aimed to celebrate the “Extra” girl, often unfairly labeled as “too much.” Being Extra embodies the power of being unapologetically yourself; it’s all about confidence. It’s about transcending the ordinary and embracing individuality. While some may view an all-pink room as “over-the-top,” we champion the bold and the brave.

An Extra individual—regardless of gender identity—is strong, fun, sophisticated, and cheeky. To embody these qualities, the identity revolves around a vibrant, bold colour palette drawn from the materials, patterns, and textures of the interior. With such loud designs, a sleek and effective logo provided the foundational elements to explore these aesthetics.

As we prepared for the launch, excitement was in the air. Our social media strategy primed clients for the clinic's wow factor, highlighting the visually compelling aesthetic designed to generate anticipation.

We crafted a narrative that appealed to both women and men, establishing content pillars to educate and entertain with engaging taglines and insights into cosmetic procedures and mindfulness.

This meticulous attention to detail—blending a luxurious atmosphere with a sassy, ‘diva’-like tone—set Extra Clinic apart, creating a dynamic community space where everyone feels at home.