Removery
Experience Designer / 2019 - 2021
Tattoo removal is a personal decision, and the experience involves much more than a clinical procedure. I worked on Removery's transformation into a leading tattoo removal service, helping turn research and strategy into a consistent brand and customer experience.
ChallengeRemovery brought together three businesses with 34 clinics across the United States. Each had its own brand, processes and approach to customer care.
The challenge was to create a recognisable, consistent experience that could scale as the business grew, without losing sight of the different reasons people seek tattoo removal.
Approach
As part of the Tobias team, I worked across brand development, customer experience and visual storytelling to help bring the strategy to life.
I helped guide the brand foundations, identity and guidelines, creating visual assets to support a consistent experience across the business. I also developed customer experience artefacts, including journey maps and a CX playbook, to help communicate the intended experience and make it practical for teams to deliver.
Workshop design and facilitation were another part of my contribution. I helped prepare visual materials for workshops and playbacks, giving stakeholders a way to explore research findings, discuss ideas and align around the direction.
I also worked on educational video production and motion design, helping communicate information in a more engaging and accessible way. This extended the experience beyond the clinic itself and supported a more consistent approach to customer education.
Outcome
The work helped establish a clearer brand and customer experience framework to support Removery's growth. Research only becomes useful when people can act on it. Taking complex insights and turning them into visual systems, practical tools and stories help teams deliver a better experience.
The project was awarded a 2020 Good Design Award for Design Strategy ↗and a 2021 Good Design Award for Design Research ↗.
Further reading at Tobias Australia ↗.
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