Creative Case Study
Harley Academy.
Building Trust, Visibility and Patient Demand
Harley Academy approached One Day Agency to support two of its clinic brands, The Academy Clinic and STORY Clinics.
For The Academy Clinic, a creative campaign was delivered across digital media. The goal was to strengthen brand visibility, improve paid media performance, and turn Harley Academy’s medically led credibility into clear, persuasive messaging that could drive patient enquiries and build long-term trust. With Manchester launching alongside an established London presence, the campaign needed to build awareness in a new market while capturing high-intent demand across both locations.
Services: Concept Development • Creative Direction • Graphic Design • Motion Graphics • Copywriting • Sound Design • AI Image & Video Production
Objectives
Build Trust Consistently: Move beyond seasonal peaks by creating always-on visibility that reinforces Academy Clinic’s medically led, safety-first positioning.
Drive Patient Acquisition: Capture high-intent demand across London and Manchester through search, social and remarketing activity designed to convert interest into bookings.
Launch into a New Market: Establish Academy Clinic in Manchester while strengthening presence in London, building awareness and credibility across both locations.
Creative Approach
The creative challenge was to build a premium, distinctive identity for The Academy Clinic across digital channels, focusing on:
Creating a stronger visual expression of the brand identity, which existing assets were not fully communicating
Developing two creative routes that could be used for testing: AI-generated close-up skin imagery and lifestyle-led content using UGC
Highlighting key messages around medically led skincare, experienced clinicians, accessible pricing and treatment tiers, and natural-looking results
Tailoring creative by audience and funnel stage, so awareness assets built trust while remarketing creative worked harder to convert interest into bookings
Creative Execution
The creative system for The Academy Clinic was designed to elevate the brand’s digital presence while reinforcing its core philosophy: medically led treatments that prioritise natural, subtle results.
Two distinct visual approaches were developed to test how different aesthetics resonated with audiences. The first used AI-generated imagery to create hyper-realistic portraits that deliberately showcased skin texture, including freckles, wrinkles and imperfections. This aligned closely with the clinic’s emphasis on natural outcomes and helped ensure audiences could see themselves reflected in the imagery. Remarketing creative adopted a more aspirational tone, placing subjects in lifestyle-led environments that allowed audiences to visualise the confidence and outcomes associated with it. .
The second approach used lifestyle-led content built from client-provided UGC. Images were carefully edited to remove distractions and keep the focus on the relationship between practitioner and patient, reinforcing the clinic’s trust-led positioning. Brand colours were introduced more prominently in traffic and conversion statics, while remarketing creative was intentionally designed to feel more organic and native to users’ feeds.
Across both directions, a consistent graphic language ensured cohesion. Subtle design elements—dotted lines, circular call-outs and overlays—drew from the clinic’s existing brand guidelines while serving a clear functional purpose. They guided attention, highlighted key treatment areas and reinforced core USPs without overwhelming the imagery.
Video assets extended this system through clean, premium motion design. Graphics and transitions echoed the visual cues used in static ads, with subtle glass-like effects that reinforced calls to action. Calm music and restrained sound effects supported the overall tone, creating a polished, reassuring aesthetic that reflected the clinic’s professional expertise.
Deliverables and Results
The campaign produced a suite of creative assets across different social platforms, designed to work seamlessly across discovery, conversion and remarketing touchpoints, including:
Static imagery
Carousel storytelling formats
Short-form video
Display banners
1,036%
Increase in bookings vs previous period
10%
Booking-from-lead ratio on Meta
9,742
Newsletter Sign-Ups
29%
Increase in CTR versus previous period
Outcome
The campaign successfully repositioned The Academy Clinic’s digital presence, bringing its medically led philosophy to the forefront through a more refined and differentiated creative system.
By balancing clinical credibility with relatable, human-led visuals, the work built stronger trust with prospective patients—an essential driver in aesthetics. The dual creative approach allowed the brand to speak to different audience mindsets, from consideration through to conversion, while maintaining a consistent and recognisable identity.
Importantly, the introduction of performance-led UGC alongside elevated AI imagery created a more versatile content ecosystem. This enabled the brand to appear both premium and accessible, increasing relevance across platforms and audience segments.
