DrGL

Challenge

Competing in the global cosmeceuticals market against billion-dollar giants like Rodan + Fields and BeautyCounter, Singapore-based DrGL faced a pivotal moment.

As a small brand with global ambition, the business needed to scale beyond its home market, expand globally, and build a brand that could stand shoulder-to-shoulder with the category’s most dominant players. But with limited resources and a fiercely competitive space, they needed a brand strategy that could cut through, connect emotionally, and build lasting relationships with young, health-conscious women worldwide.

Idea

What looks calm on the surface of a laboratory disguises a complex environment of instruments, data, workflows and technicians working together. They must work seamlessly together to deliver high quality, precise results that provide a confident patient diagnosis. But often results lack accuracy. Labs are held back by legacy systems and complex workflows, while instruments and data don’t easily interface with each other.

Our creative idea, Quiet Symphony, captures the unique role Ascentry software plays – orchestrating data from across laboratory instruments, operations and workflows to bring harmony to the lab – creating a quiet symphony of instruments, data and technicians, and reducing complexity so that labs can operate with clarity, precision and confidence.

The new name Ascentry emerged from this idea, reflecting the essential role software plays in the diagnostics process: identifying and elevating the most important data and bringing it into sharp focus.

To bring Quiet Symphony to life, we designed a visual identity system that captures the unseen harmony behind lab performance. At the heart of this system are Chladni patterns – a scientific phenomenon where sound frequencies form intricate, geometric patterns in particles. When in tune, these invisible frequencies snap into beautiful, ordered forms. This was our inspiration and metaphor.

To elevate the business, we built a complete brand toolkit: from verbal identity to packaging, lookbook to photography direction. Everything expressed a simple but potent truth: skincare is personal. Our work shaped a Brand DNA® that resonated across cultures and markets, providing the business with a clear foundation for expansion.

Photography guidelines showcase empowered women – eschewing flawless perfection for personality and confidence. Packaging design balanced clinical credibility with soft, lifestyle-led cues. Every touchpoint felt aligned to a bigger message: we’re here to help you be you, not fix you.

In an industry dominated by noise, surface-level beauty, and celebrity endorsements, DrGL found its own voice: subtle, human, and quietly powerful. And with it, the brand earned the right to compete with the very best.