Professional Documents
Culture Documents
CONTENTS
As Fraxel product offerings continue to grow and develop, managing the value of the
Fraxel brand becomes more and more important. Just as the Fraxel product line is fueled
and directed by a deliberate plan, this document serves as the plan for managing and
building the Fraxel brand. Built on a solid brand foundation this document outlines the
tools at our disposal to help all communications maintain consistency as we continue our
rapid growth.
The Fraxel brand standards and usage guide serves as the definitive brand identification
system for the Fraxel product line guiding the development and presentation of
messaging to each of our target groups. This system is the culmination of market
research and strategic choices, as well as extensive experience in the management and
activation of similar brands. These guidelines offer simple directions and guardrails to
keep the Fraxel brand identity on track, assuring unity, consistency and, we hope, a
resource to answer your questions and make your job a little easier.
Jim Venable
Director of Consumer Marketing
1.1
This manual is intended to guide team resources responsible for implementing brand SECTION 1 – INTRODUCTION AND
messaging and visual communications for the Fraxel® brand. The principles set forth are
BACKGROUND
meant to channel and enable – rather than inhibit – creativity. As such, they should always
be implemented with sound judgment based on established design principles with an eye on
1.2 Purpose and use
elevating message and enhancing consistency across all communications.
The standards outlined within this document are to be followed by every individual
responsible for the design and application of printed and web applications for the Fraxel
brand.
1.2
About Reliant Technologies
In 2001, a group of prominent laser scientists, leading clinicians, and business executives SECTION 1 – INTRODUCTION AND
came together with a shared vision. They vowed to bring a new intelligence and a fresh
approach to the problems of aging and sun-damaged skin. Their work would lead to
BACKGROUND
the creation of a new science and clinical approach that would fulfill the promise of laser
1.3 History of Reliant and the creation of Fraxel Laser
medicine.
Technology
The Reliant team created a breakthrough in laser delivery by focusing on “true fractional”
laser treatments. In the hands of clinicians worldwide, the proprietary Fraxel technology
platform has changed the treatment paradigm, elevating results and making new, safer
treatment options available to patients around the globe.
With this revolutionary technology and growing product portfolio, the Fraxel® brand is
positioned for growth and prepared to meet the challenges of the future, by becoming
the new market leader in aesthetic laser medicine and surgery.
This truly “fractional” treatment allows the skin to heal much faster than if the entire
area were treated at once, using the body’s natural healing process to create new,
healthy tissue to replace skin imperfections.
1.3
The Fraxel® product line – including Fraxel re:fine™, Fraxel re:store™, Fraxel re:pair® SECTION 1 – INTRODUCTION AND
and Fraxel Skin Ecology System – comprises one of the family of products under the
BACKGROUND
Reliant corporate umbrella.
Though a part of the larger corporate entity, the Fraxel brand is distinct in look, feel
and tonality. The relationship to the corporate brand – especially in consumer-facing
messaging – is rarely overt or direct, with the brand instead relying on its own
independent voice to communicate brand benefits.
1.4
As a basic building block for consistent communications, we have developed key SECTION 1 – INTRODUCTION AND
message statements and phrases to provide a verbal snapshot of what the Fraxel®
BACKGROUND
brand stands for. Key messages can be applied to boilerplate statements in press
releases or to introduce the company in a brochure or a lecture.
1.5 The Fraxel brand mission and corporate
statements
About the Fraxel Systems
The Fraxel® family of products, which includes the Fraxel re:pair®, Fraxel re:store™
and the Fraxel re:fine™ laser systems, has quickly become the industry standard
for fractional aesthetic skin treatment. Unlike traditional laser devices, Fraxel brand
laser systems treat microscopic volumes of skin with each unique pulse, leaving
the surrounding area intact for fast healing. Fraxel lasers have received multiple
FDA clearances and have been found safe and effective in treating many areas of
the face and body. The Fraxel Skin Ecology System is the only uniquely formulated
cosmeceutical line designed to enhance the experience of Fraxel treatment. The
versatility of the product line ensures that patients can choose the best treatment for
various stages of their lives as their skin care needs evolve.
1.5
In all verbal and written communication, the Fraxel® brand voice should sound like SECTION 1 – INTRODUCTION AND
that of an expert – albeit an approachable expert – who explains technology and user
BACKGROUND
benefits simply, in transparent and easy-to-follow language. The brand vocabulary
should be one of plain speak over technical, clear language as opposed to obtuse, short
1.6 Fraxel Brand Voice and Verbal Attributes
words instead of long.
Reliant has defined several key, elemental words that quickly and clearly define the Fraxel
brand and product line – the Fraxel Verbal Brand Attributes. These terms should be
communicated as often and as clearly as possible in the expression of the Fraxel brand
and its applications. Each piece of communication from press releases to collateral pieces
should be checked for alignment and incorporation (but not overuse) of these brand
attributes.
Brand Attributes:
Contemporary
Prestigious
Accessible
Luxury
Aspirational
Credible
Quality
Safe
Innovative
1.6
Every piece of brand communication should be targeted to specific audience groups to SECTION 1 – INTRODUCTION AND
address their specific needs, questions or concerns. That said, often times consideration
BACKGROUND
must be given to multiple audiences that will be exposed to any single communications
piece.
1.7 Audience groups
Internal
Employees
Board of Directors
Peer Community
Corporate Partners
Industry Media
Competitors
Recruits
1.7
Brand Identity Guidelines
SECTION 2 - LOGO, STANDARDS
SECTION 2 - LOGO, STANDARDS The Fraxel® Brand Logo is made up of the Fraxel The Fraxel logomark is based on the
2.1 Fraxel Brand Logo and Logotype logotype and logomark which together serve golden section, a mathematical formula of
as the visual cornerstone of our brand. proportion used by artists and architects
in the Renaissance that was thought
The Fraxel logotype is Contemporary, to be most aesthetically pleasing of all
Accessible, Credible, Quality and Innovative. proportions. The Fraxel logomark marries
the elegance of mathematical logic and
the freedom of organic growth to create
a spiraling abstraction that feels both
natural and precise. It alludes to both the
technology of the Fraxel product line and
the process of growth and regeneration the
brand uniquely enables.
2.1
SECTION 2 - LOGO, STANDARDS The Fraxel® Brand Logo consists of two graphic Clearance
2.2 Approved Fraxel Brand Logo Usage elements - the logotype and logomark – that Always ensure that the proper amount of
are never to be separated. The proportions of clearance space separates the Fraxel Brand
these two elements are also a constant not to Logo from any other graphic elements. (See
be altered. Only approved logo artwork is to clear-space matrix below.)
be used for any brand communications. For
access to approved logo artwork in a variety of
formats, contact brand@fraxel.com.
x x
x
clear-space matrix
1.00” 72 pixels
2.2
SECTION 2 - LOGO, STANDARDS Color Application
2.3 Approved Fraxel Brand Logo There are three color options for the Fraxel® When applying the Fraxel Brand Logo to
Color Usage Brand Logo a photographic or patterned background,
100% PMS 7421 (preferred) place it over areas of even color and detail
100% Black to ensure optimal legibility and to maintain
100% White reversed out of a black field. the balance (please refer to page 2.7 of this
(See illus. x, color options.) document for reference.)
The Brand Logo can also be embossed.
Registration
The registration “®” symbol must always
appear the same color as the logotype.
1-color signature
Reversed White
signature
2.3
SECTION 2 - LOGO, STANDARDS As the Fraxel® family of products continues to Fraxel Consumer Product Lines include:
2.4 Product Line Logo Usage - Consumer grow, it will become even more important to Fraxel re:pairtreatment™
maintain a balance between product family Fraxel re:storetreatment™
branding – the Fraxel brand name – and the Fraxel re:finetreatment™
individual product identity for each products Fraxel Skin Ecology System
and service. Product distinction must coexist
within an overarching brand framework. Only Approved Fraxel Product Line Logo
approved artwork can be used. Applications
The Fraxel Product Line logos follow
the same design principles as the Fraxel
umbrella brand.
x x x x x x
x x x
x x x
x x x
2.4
SECTION 2 - LOGO, STANDARDS Color Application
2.4.1 Product Line Logo Usage - Consumer The Fraxel® Product Line Logos are made up of When applying the Fraxel Product Logos to
the Product Line Key Color Palette (page 4.2), a photographic or patterned background,
PMS 7421 and 100% and 60% Black. In order place it over areas of even color and detail
to maintain consistency, the preferred use of to ensure optimal legibility and to maintain
the Fraxel Brand Logo is the 4-color version on the balance (please refer to page 2.7 of this
a white background. document for reference.)
4-color signature
2-color signature
2.4.1
SECTION 2 - LOGO, STANDARDS Business To Business Application
2.5 Product Line Logo Color Usage - B2B Use B2B logo configurations when targeting When applying the Fraxel® Product
messaging to businesses audience groups, Logos on a photographic or patterned
i.e., Physicians and Clinicians. Product line background, place it over areas of even
descriptors underneath the Fraxel Logo have color and detail to ensure optimal legibility
been designed to relay only the product name. and to maintain the balance (please refer to
The treatment of the text and the color palette page 2.7 of this document for reference.)
remain the same and the overall appearance
takes on very direct feel. Registration
The registration “®” symbol will always
appear the same color as the logotype.
2.5
SECTION 2 - LOGO, STANDARDS The Fraxel® Brand Logo and the Fraxel Product dark background, the signature should be
2.6 Logo do’s and don’ts Line Logos have been designed for use in reproduced in white and 60% black Shown
a wide variety of mediums and for various on page 2.5.
collateral applications.
Do’s
Acceptable color usage: 4 color product line logo on white and image color background.
Acceptable color usage: 2 color product line logo on white and image color background.
Acceptable color usage: 2 color product line logo on PMS 8001 or warm grey 4 color background.
Acceptable color usage: 2 color product line logo on PMS 7401 color background.
2.6
SECTION 2 - LOGO, STANDARDS As visual illustration of the high-level Fraxel®
2.7 Logo do’s and don’ts Brand and Product Logo guidelines, below are
a few examples of common misuses.
Dont’s
Do not use the Fraxel Brand Logomark as a Do not change the color on Fraxel Do not reposition the Fraxel product
outline element. product line logomark. line logo.
Do not change the color on the Fraxel Do not change the placement on Fraxel Do not use different font on the
Brand Logomark. product line logo. product line logo.
treatment
Do not reposition the Fraxel Brand Do not change dot placement on Fraxel Do not change color on the
Logomark. product line logomark. Fraxel product line logo.
Do not position the Fraxel Brand Logo angled Do not use the Fraxel logomark as a graphic element or pattern.
and/or place on separate color background. The logotype and logomark must not be separated.
2.7
Brand Identity Guidelines
SECTION 3 - TYPOGRAPHY
SECTION 3 - TYPOGRAPHY The core type font for the Fraxel® brand is Frutiger’s simple and legible character
3.1 Typography / Font Family Frutiger. Different weights and variations within parallel and support many of the Fraxel®
the Frutiger font family are designated by the Brand Verbal Attributes: Contemporary,
use of numbers rather than names to eliminate Accessible, Credible, Quality and Innovative.
naming confusion. The font may be used in any
Frutiger font weights, with the exception of the
Ultra 95 font set.
ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuvwxyz
1234567890., ;:?!@ &*( ) [] { } _ 1234567890., ;:?!@&*()[]{}_
Frutiger 46 Light Italic Frutiger 47 Light Roman Condensed
ABCDEFGHIJKLMNOPQRSTUVW X YZ ABCDEFGHIJKLMNOPQRSTUV W X YZ
abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuv wxyz
1234567890., ;:?!@&*( ) [] { } _ 1234567890., ;:?!@&*( ) [] { } _
Frutiger 56 Italic Frutiger 67 Bold Condensed
ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUV WX YZ
abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuv w x yz
1234567890., ;:?!@&*( ) [] { }_ 1234567890., ; :?!@&*( ) [] { } _
Frutiger 65 Bold Frutiger 77 Black Condensed
ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X Y Z
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuv w x yz
1234567890., ; :?!@ &*( ) [ ] { } _ 1234567890., ; :?!@&*( ) [ ] { } _
Frutiger 66 Bold Italic Frutiger 87 Extra Black Condensed
ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X YZ
abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuv w x yz
12345678 90., ; :?! @&*( ) [] { }_ 123456789 0., ; :?!@ &*() [ ] {}_
Frutiger 75 Black
ABCDEFGHIJKLMNOPQRSTUV WXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@ &*()[] {}_
3.1
SECTION 3 - TYPOGRAPHY Below are a few guideline examples of the
3.2 Typography Usage Frutiger font family, weight, size and leading for
common usages.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
INTRODUCTORY OFFER
(456) 123-4567
www.webaddress.com
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and
the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
3.2
SECTION 3 - TYPOGRAPHY Product Line references are to be used in products other than the examples above
3.3 Product Line references within heading or body text as shown below. All should be initial caps and non-italic.
text - Consumer and B2B instances of the following brand references in
copy, such as Fraxel re:pair, Fraxel re:store or
Fraxel re:fine, should be italicized and treated
as shown. Fraxel trademarked lines and Fraxel®
Consumer
Stand alone
product line text
Fraxel re:pairtreatment ™
Italicized 100%
PMS 7421 Italicized 100% PMS 7421
Italicized 100% PMS 7421 Italicized 100% PMS 7421
Consumer
Product line text Results You Can See and Feel.
Fraxel re:pair® treatment is a revolutionary new way
to correct aged and damaged skin - without the
prolonged downtime or adverse reactions of other
resurfacing procedures.
B2B
Product line text Defining a new standard for aesthetic laser
skin treatment.
The pioneers of fractional resurfacing bring you the
Fraxel re:fine™ laser as an additional choice for the
skin rejuvenation.
Other Reliant
trades treatment Fraxel® family of products
(Heading or
text)
Results You Can See and Feel.®
3.3
Brand Identity Guidelines
SECTION 4 – COLOR PALETTE AND PHOTOGRAPHY
SECTION 4 – COLOR PALETTE & The Fraxel Brand Corporate Base Color Palette page. White is the dominant background color
is to be used whenever general Fraxel brand and should be used in most cases. The accent
PHOTOGRAPHY
communication materials are being developed. colors should be used as backgrounds only
4.1 Fraxel Brand Corporate Base
Color guidelines relating to general Fraxel Logo when they are needed to provide variety, or to
Color Palette
and type treatments can be found in section differentiate sections. Accent colors are used to
two of this document, Later, in section five this emphasize and highlight information and also
color palette’s use is demonstrated in general used for backgrounds.
Fraxel advertising and collateral applications. PMS 7421, burgundy, is the driver of our brand
Please notice how this base color palette is colors. When combined with our metallic silver,
used to differentiate the general Fraxel brand PMS 8001, PMS Warm Gray 4, along with an
image from the Fraxel product line. Find the application of white, the Fraxel brand really
Product Line Key Color Palette on the following comes to life.
Fraxel brand
Corporate PMS 7421 PMS 8001 (Metallic Silver)
base color palette CMYK 0 100 30 60 CMYK 51 43 45 8
RGB 120 0 50 RGB 110 109 106
web #660033 web #6e6d6a
ACCENT
PMS 7401
CMYK 0 4 18 0
RGB 255 255 204
web #ffffcc
Preferred
Background WHITE
4.1
SECTION 4 – COLOR PALETTE & Each product in the Fraxel® Laser Treatment overall brand image. Examples of Product Line
line is represented by a color in the Fraxel color usage can be located on pages 2.4 - 2.6,
PHOTOGRAPHY
Product Line Key Color Palette. Colors from also 5.4 and 5.4.1. When a Fraxel Product is
4.2 Fraxel Product Line Key Color Palette
the Primary Color Palette have also been highlighted in text, the burgundy, PMS 7421,
included in the Fraxel Product Line Key Color is the anchor color and the associated Product
Palette ensuring a close association with the Line color is used as shown below.
Fraxel re:fine Orange: Fraxel re:store Green: Fraxel re:pair Blue: Fraxel Skin Ecology
System Gold:
Signifying transition This soft green is This deep rich
and a youthful, glowing abundant in nature and blue embodies the Denoting prestige,
vibrancy, this warm hue signifies health, renewal intelligence and luxury and grandeur,
conjures the movement and the subtle, natural confidence that comes this rich color is the
into something new, regrowth that the with experience as well embodiment of the
the sunrise that comes Fraxel re:store product as the subtle restorative Fraxel Brand Attributes
between darkness promotes. power of the Fraxel and the ability of the
and daylight and re:pair product to Fraxel Skin Ecology
the opportunity of a cool the aging process System to bring skin
refreshing rejuvenation and a return the fresh to its full wealth and
that Fraxel re:fine vibrancy of youth. potential.
product provides.
4.2
SECTION 4 – COLOR PALETTE & Photographic imagery should enhance and elsewhere). Typically, Fraxel consumer portraits
support the essence of the Fraxel® Brand are silhouetted from their original background
PHOTOGRAPHY
Verbal Attributes through our brand voice – and instead inhabit a white or abstract
4.3 Faces
contemporary, prestigious, accessible luxury, background.
credible, quality and innovative – all while
complementing the clear and sophisticated Tone
look of our brand. Attitudinally, Fraxel portrait faces typically
include:
When it comes to photography use, often times • A look of subtle confidence or conspiratorial
the medium drives usage parameters. These spirit
are not hard-and-fast rules. Whenever possible, • An aspirational attractiveness, but not
color imagery is preferred for use with all “supermodel”
advertisements and marketing materials. • A real-life, real-world look and setting
• Easily clipped/silhouetted background
Posing
The consumer portrait photography used Composition
with the Fraxel brand should be realistic, Portrait photos should be cropped tightly
casually-posed shots that show full facial around the face, with no discernible
features. Subjects should appear in naturally lit background showing. Portraits with stylized
environments, facing or looking at the camera “technique” elements such as blurring or forced
(or at least squared to camera with visual focus perspective should be avoided.
CORRECT
INCORRECT
Do not use photographs with Do not use photographs that look Do not use photographs with artificial
busy backgrounds. mediocre—through subject matter, style lighting or showing heavily made-up
or when cropped. models.
4.3
SECTION 4 – COLOR PALETTE & Abstracts environmental factors that affect our skin. The
Abstract environment photography consists of images should not be overtly representational,
PHOTOGRAPHY
out-of-focus photographs of real environments. since they are intended to communicate
4.4 Abstracts – Horizontal Examples
These images create a narrative about the an impression rather than convey specific
world we live in, which includes different information.
CORRECT
4.4
SECTION 4 – COLOR PALETTE & The out-of-focus effect is created in-camera, restricted to full-bleed backgrounds or at a
and whenever possible, images should not be minimum, bleeding off at least two edges of
PHOTOGRAPHY
blurred digitally. Use of abstracts should be the page or panel.
4.5 Abstracts –Vertical Examples
CORRECT
4.5
Brand Identity Guidelines
SECTION 5 – DESIGN SYSTEM
SECTION 5 – DESIGN SYSTEM The Fraxel® grid is a precisely constructed brand consistency among multiple collateral
5.1 Design Grid system of underlying divisions that indicate documents. The Fraxel brand uses a 10-column
where you place type, images and other grid that provides flexibility when creating a
elements on the page. The grid provides variety of collateral materials.
the framework for your designs and ensures
.8”
2.2”
Ten vertical columns and seven Fraxel Brand Treatment logo
horizontal rows divide the space
on right top corner location
of each page. A space of 0p9 should be used
between each grid unit.
INTRODUCTORY OFFER
LIFE CHANGES YOUR SKIN. Save up to $XXX on your
FRAXEL® TREATMENT REPAIRS IT. Fraxel Treatment Series
PN 10-04380-LS01 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:pair and the Fraxel re:pairtreatment are trademarks or registered trademarks of Reliant Technologies,
Inc. Other names and brands may be claimed as the property of others. 00487 (01/08)
5.1
SECTION 5 – DESIGN SYSTEM When the Fraxel® Brand Identity guidelines and coming together and the strength and
5.2 Collateral and Advertising - Consumer graphic elements come together, they result in consistency of the total system.
powerful, consistent marketing material which
Faces of Fraxel reinforce the Fraxel brand attributes and project Faces of Fraxel
a high-quality corporate image. Each individual Our Faces of Fraxel advertising campaign
The following pages contain examples piece of Fraxel brand communication relates highlights the confident fresh faces and healthy
of advertising and collateral material, to the larger Fraxel brand story and form a luminous skin of individuals who represent post
highlighting the final design details, such strong structure of corporate communication. Fraxel treatment.
as the key color palette for Fraxel products, The following pages demonstrate the pieces
body text and logo placement.
Imagine going back to a time before you worshipped the sun, before
xxxx Street Name, Ste. xxx
teenage hormones made your skin break out, before your little one City, State xxxxx
was even a glimmer on the horizon. Imagine waking up and not only Call XYZ Office to schedule
feeling ten years younger, but also looking it. your appointment
(456) 123-4567
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of fine
lines, sun spots and those dreaded wrinkles from around your eyes.
www.webaddress.com
When life changes your skin, call us today to learn how Fraxel treat-
ment can help your restore it.
(456) 123-4567
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of fine
PN 10-04433-LS04 Rev 1 ©2008 Reliant Technologies,
lines, sun Inc. Fraxel
spots and, the Fraxel
those logo, Fraxel
dreaded re:store
wrinkles andaround
from the Fraxel re:storetreatment
your eyes. are trademarks or registered trademarks of Reliant Technologies, Inc.
www.webaddress.com
Introductory offer heading-Frutiger 65 Bold 10pt all caps
Other names and brands may be claimed as the property of others. 00534 (02/08)
When life changes your skin, call us today to learn how Fraxel treat-
ment can help your restore it.
10-04433-LS04_R1Fin_0534_restore_Latino_FullPage_grey.indd 1 2/7/08 2:17:29 PM Color-0c, 100m, 30y, 60k
PN 10-04433-LS04 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc.
Other names and brands may be claimed as the property of others. 00534 (02/08)
Second level Sub-heading-Frutiger 65 Bold 10/11pt U/L case. Color-100 blk Doctor Information text- Frutiger 55 Roman and
65 Bold 11/14pt U/L case.
First level Sub-heading-Frutiger 55 Roman 8/11pt U/L case. Color-100 blk Color-0c, 100m, 30y, 60k
Main heading-Frutiger 55 Roman and 65 Bold 14/15pt all caps. Color-100 blk
Side bar color- 21c, 20m, 25y, 0k
Transparency-Normal 35%
5.2
SECTION 5 – DESIGN SYSTEM The Fraxel Lifestyles advertising campaign the ad give the feeling of someone telling the
5.3 Collateral and Advertising - Consumer highlights individuals and their stories. “Life story of issues they have had with their skin and
in progress” imagery and specific verbal how a specific Fraxel® Laser Treatment product
Fraxel Lifestyles messaging, directly relating to the person in helped them regain their youthful appearance.
PN 10-04416-LS02 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:fine and the Fraxel re:finetreatment are trademarks or registered trademarks of Reliant Technologies,
Inc. Other names and brands may be claimed as the property of others. 00535 (03/08)
INTRODUCTORY OFFER
REGAIN YOUR YOUTHFUL APPEARANCE Save up to $XXX on your
with the revolutionary new Fraxel re:store™ treatment. Fraxel Treatment Series
Fraxel re:store™ treatment is a non-invasive treatment proven to reverse Call XYZ Office to schedule
the signs of aging, wrinkles around the eyes, sun spots and acne scars. your appointment
It induces collagen production helping your skin return to its original
beautiful glow. You’ll get remarkable results with minimal downtime. (456) 123-4567
So call today to do something great for your skin. www.webaddress.com
PN 10-04392-LS02 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment and Results You Can See and Feel are trademarks or registered trademarks of Reliant Technologies, Inc.
in the United States and other countries. 00395 (01/08)
5.3
SECTION 5 – DESIGN SYSTEM Page 5.4 and 5.4.1 represent different color the consumer benefits of each product. The
5.4 Collateral and Advertising - Consumer treatment options for Fraxel product line color difference is subtle, a defined color area,
advertising or collateral. The overall look of such as a bar or block and always the color
Product Line Advertising each product, Fraxel re:store, Fraxel re:pair, treatment of the logo. See page 4.2 for the
version 1 Fraxel re:fine is consistent. The differences are Fraxel Product Line Key Color Palette. The
found in photo selection, color palette and following page shows another color option.
copy points which visually and verbally describe
(456) 123-4567
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your
fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
www.webaddress.com eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
treatment can help your restore it.
www.webaddress.com
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered
trademarks of Reliant Technologies, Inc. PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered
trademarks of Reliant Technologies, Inc.
SkinEcologySystem
lIFe ChanGes yOur skIn. INTRODUCTORY OFFER lIFe ChanGes yOur skIn. INTRODUCTORY OFFER
FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your
turn back the clock with Fraxel re:store treatment. Fraxel treatment series turn back the clock with Fraxel re:store treatment. Fraxel treatment series
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered
trademarks of Reliant Technologies, Inc. trademarks of Reliant Technologies, Inc.
5.4
SECTION 5 – DESIGN SYSTEM
5..4.1 Collateral and Advertising - Consumer
lIFe ChanGes yOur skIn. INTRODUCTORY OFFER lIFe ChanGes yOur skIn. INTRODUCTORY OFFER
FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your
turn back the clock with Fraxel re:store treatment. Fraxel treatment series turn back the clock with Fraxel re:store treatment. Fraxel treatment series
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered
trademarks of Reliant Technologies, Inc. trademarks of Reliant Technologies, Inc.
Fraxel re:store ™
Fraxel re:pair®
lIFe ChanGes yOur skIn. INTRODUCTORY OFFER lIFe ChanGes yOur skIn. INTRODUCTORY OFFER
FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your
turn back the clock with Fraxel re:store treatment. Fraxel treatment series turn back the clock with Fraxel re:store treatment. Fraxel treatment series
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered
trademarks of Reliant Technologies, Inc. trademarks of Reliant Technologies, Inc.
Fraxel SkinEcologySystem
Fraxel re:fine™
5.4.1
SECTION 5 – DESIGN SYSTEM Page 5.5 and 5.5.1 represent the front and words and demonstrates how key messages
5.5 Collateral and Advertising - Consumer back of a Fraxel brand corporate brochure. This in text can be highlighted to quickly convey
brochure successfully tells the Fraxel Brand an idea. This combined with the bubble photo
Fraxel Family of Products story through creative verbal messaging, key design creates a dialogue with the consumer.
wrinkles
and fine lines
To find a physician
in your area, visit
fraxel.com/newbeauty
® or call 888-4FRAXEL. ®
© 2007 Reliant Technologies, Inc. All rights reserved. Fraxel, Fraxel re:fine, Fraxel re:store,
Fraxel re:pair, the Fraxel logo and Results You Can See and Feel are trademarks or registered
age and sun spots
trademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07)
To find a physician
acne scars in your area, visit
fraxel.com/newbeauty PMS8001 Frutiger 55 Roman and Bold
® ® or call 888-4FRAXEL. 13/24pt U/L case ®
© 2007 Reliant Technologies, Inc. All rights reserved. Fraxel, Fraxel re:fine, Fraxel re:store,
Fraxel re:pair, the Fraxel logo and Results You Can See and Feel are trademarks or registered
trademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07)
< D E TA I L S INSIDE
To find a physician
acne scars in your area, visit
fraxel.com/newbeauty
or call 888-4FRAXEL.
© 2007 Reliant Technologies, Inc. All rights reserved. Fraxel, Fraxel re:fine, Fraxel re:store,
Fraxel re:pair, the Fraxel logo and Results You Can See and Feel are trademarks or registered
trademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07)
Full page
5.5
SECTION 5 – DESIGN SYSTEM “No one can
5.5.1 Collateral and Advertising - Consumer
guess my age.”
Fraxel Family of Products
“Between shuttling the kids to and from school and Fraxel re:store treatment
™
“I’m always juggling meetings and conference calls, so When years of sun exposure and “A facelift was not an option, because I felt that I really Fraxel re:pair treatment
™
!
the kids up right after each treatment.”
age 34 |Rose S., super mom, Los Angeles, CA
fluctuations (melasma).
!
is geared tow
treat deeper wrinkles and ™ their 50s and
commission
that would for She
fit my schedule. a very long period
recommended Fraxelof = time.”
treatment is the gold standard Frutiger font symbol 16/28pt whelming; all my friends and family have asked what I’ve
0.13” rounded corner = looking for a
skin laxity.
re:store™ treatment because I can get back to business for treating fine lines around the done to my face. They knew that I hadn’t been out of resurfacing p
Frutiger Light 11/16pt U/L case eyes, wrinkles, age spots and treat deeper
immediately after treatment.” commission for a very long period of time.”
Frutiger Roman and Bold 17/21pt U/L caseage 63 |Sarah R., retired, Chicago, IL
poor texture.
Fraxel re:pair! skin laxity.
age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store! age 63 |Sarah R., retired, Chicago, IL Fraxel
“When I was a teenager, I would go to the beach and lie Fraxel re:fine treatment pro- “Between shuttling the kids to and from school and Fraxel re:store treatment “I’m always juggling meetings and conference calls, so When years of sun exposure and “A facelift was not an option, because I felt that I really Fraxel re:pair treatment
vides safe, gentle resurfacing is great for skin flaws that the aging process begin is geared toward women in
out as long as I could to get that golden tan. Since I’ve soccer practice, I have a hectic schedule. So when I asked I asked my dermatologist about skin-freshening options didn’t want to have surgery. The results have been over-
for women in their 20s and aren’t due to the aging to take their toll, Fraxel re:store their 50s and 60s who are
had the Fraxel treatment, I don’t have any more brown = 30s. Prevent or address the my dermatologist what I could do for my acne scars, he = process, such as acne scars that would fit my schedule. She recommended Fraxel = treatment is the gold standard whelming; all my friends and family have asked what I’ve = looking for a significant
spots or wrinkles around my eyes.” first signs of aging such as fine recommended Fraxel re:store treatment. After a few ses- and discoloration caused by re:store treatment because I can get back to business for treating fine lines around the done to my face. They knew that I hadn’t been out of resurfacing procedure to
lines and mild pigment prob- pregnancy-related hormone eyes, wrinkles, age spots and treat deeper wrinkles and
sions, I was thrilled with the results, and I was able to pick immediately after treatment.” commission for a very long period of time.”
lems—without downtime. fluctuations (melasma). poor texture. skin laxity.
the kids up right after each treatment.”
age 35 |Trisha C., healthcare consultant, Miami, FL Fraxel re:fine! age 34 |Rose S., super mom, Los Angeles, CA Fraxel re:store! age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store! age 63 |Sarah R., retired, Chicago, IL Fraxel re:pair!
Full page
5.5.1
SECTION 5 – DESIGN SYSTEM All Fraxel® brand collateral and advertising press sources. To help in distinguish products,
5.6 Collateral and Advertising - B2B targeted to business audience groups, i.e., each product has been designated a unique
Physicians and Clinicians, are designed and color. The Product Line Key Color Palette can
Product Collateral written differently from consumer material be found on page 4.2. Product line color usage
to better present Fraxel products to this is subtle, highlighting a color bar, block or
audience. Copy points are concise and much head or subhead text color. The product line
of the text is bulleted or used as call-outs descriptor is always treated to conform with
to scientific illustrations, before and after the guidelines found on page 2.6.
photography or testimonials from doctors or
and micro spot size for each energy setting A. Jay Burns, MD
WEB ADVERTISING
• This results in less heat being unnecessarily spread to the Strategic placement on local and regional search and
surrounding tissue, minimizing patient discomfort, yet able to directory sites ensures your practice is the go-to answer
patients need when seeking treatment information.
penetrate to 1.4 mm
Clickable, direct-to-practice messaging delivering
answers to the questions patients are seeking online.
FMDA™ Features: FDDA™ SAFE AND EFFECTIVE
Professional. Effective. Customized.
• Advanced Fractional Scanning Technology During treatment, the Fraxel re:pair laser’s microscopic Reliant Technologies, Inc Market your practice. Build your Fraxel® laser business
including depth spot delivery creates small columns of skin that are
464 Ellis Street
• Variable spot size specific to treatment,
Tissue Shrinkage Mountain View, CA 94043
888-4FRAXEL (437-2935)
ablated up to a depth of 1.6 mm. Up to 6 grams of www.fraxel.com
• Precise dosimetry for patient comfort and targeted indications
tissue is removed in an average treatment – more PN 10-03894 Rev 2 ©2007 Reliant Technologies, Inc. All rights reserved. Fraxel and the Fraxel dots logo are trademarks or registered trademarks of Reliant
Technologies, Inc. in the United States and other countries. 00417 (11/07)
• Enhanced speed of laser treatment delivery
than 85 percent of which is dermal. This precise tissue
• FDA-cleared and CE-marked for noninvasive treatment for skin
targeting and deliberate tissue sparing dramatically
conditions ranging from mild sun damage to severe acne reduce scarring healing time and post-operative wound care.
• Higher energy levels
FAST AND UNIFORM TREATMENT
Fraxel Product Line Key
The Fraxel re:pair laser uses a patent pending Advance Color Palette is used to define
Delivery System that enables you to treat 4 times faster
and in more uniform manner than any other fractional
products in the Fraxel line.
ablative resurfacing device on the market.
Color highlights should be
mm
0.0
0.1
DRaMATIC RESULTS subtle using a color bar, color
0.2
0.3
After treatment, 90 percent of subjects treated for
photodamage and laxity experienced moderate to
block or rule line.
0.4 significant improvement in the indices of photoaging.
0.5 In addition, no cases of delayed onset hypopigmentation
0.6 have been seen with up to 24 months of follow up.
0.7
A significant reduction in the duration and severity of
0.8
post-treatment downtime was observed with respect
0.9 Increased Pulse Energy
to conventional CO2 laser treatments, even for treatment
1.0
of delicate tissue areas on and off the face. Epidermal
This composite of micro-lesions produced at various
pulse energies shows a near-linear increase in ablation re-epithelialization occurs in as little as 48 hours and
and lesion depths as a function of increasing pulse regular activity can resume in as few as 5 days.
energy, as well as consistency of the coagulation zone.
Skin specimens (on right) were paraffin embedded and
stained with H&E.
“The results we are achieving with the Fraxel re:pair system are remarkable by
any standard, approaching those of a facelift, with very few complications
and limited downtime.”
Chris Zachary, MD
5.6
SECTION 5 – DESIGN SYSTEM
5.6.1 Collateral and Advertising - B2B
Product Collateral
antioxidant
Daily Moisturizer with SPF 30 – 2.5 FL OZ (75 mL) serum
HFA complex
the Fraxel Skin Ecology System, Reliant Technologies had a clear-cut advantage. We tapped In-office use of the Fraxel Skin Ecology System provides a seamless transition to an effective, structured The Fraxel Skin Eco
GUIDE
Laurylglucosides Hydroxypropyl Sulfonate, Disodium Cocoamphodipropionate, Glyceryl Monolaurate, natural ingredients and avoid potentially sensitizing fragrances
Stearyldimoniumhydroxypropyl Lauryl Glucosides Chloride, Cocamidopropyl PG-dimonium Chloride Products immediately after treatment allows each patient to experience, first-hand, the benefits of the Fraxel
s Comprise a comprehensive regimen that begins the moment treatment ends
Phosphate, PEG-120 Methyl Glucose Dioleate, Cocamidopropyl Betaine, Sodium Hyaluronate, Skin Ecology System.
Trifolium Pratense (Clover) Flower Extract, Camellia Oleifera (Green Tea) Leaf Extract, Sambucus Our physicians wanted a system they could turn to with confidence, one developed and tested by leading
Nigra (Elderberry) Fruit Extract, Tetrahexyldecyl Ascorbate, Tocopheryl Acetate, Polysorbate 20, dermatologists with Fraxel laser experience. In short, an effective and unique skincare program to complement
Disteareth-75 IPDI, Phenoxyethanol, Caprylyl Glycol, Chlorphenesin
Fraxel Laser Treatment. All Fraxel Skin Ecology products are dermatologist tested, hypoallergenic, soap free and
fragrance free. Deep Hydration
Apply along with A
Deep Hydration Mask (Post Treatment) Foaming Cleanser ™ SPF Moisturizer Packets (2 mL) Infusion Serum for
3.3 FL OZ (100 mL) The HFA ComplexAvailable in boxes of morning and evenin
Hydrogels and foams have long been employed in wound care to moisten and protect healing skin.
Packaged as individual bottles 50skin
individual packets first 48 hours post
The Deep Hydration Mask utilizes unique technology to provide evaporative cooling and to hydrate As a fundamentally sound care system, the Fraxel Skin Ecology System includes efficacious natural ingredients
PHYSICIAN
(Also sold as a separate
the skin. The outer layer is open cell foam. The hydrogel is in contact with the skin. and avoids unnecessary chemicals and superfluous ingredients. The HFA Complex is contained in all products,
excluding the masks and includes:
Reliant Technologies:
Pioneering Fractional Resurfacing
Fraxel re:store LASER ™
Fraxel® lasers come from the vision of Reliant Technologies, an industry-leading
team of prominent laser scientists, clinicians and biomedical engineers. Originally
this team sought to:
s #REATE A HIGHLY EFFECTIVE SAFE AND PREDICTABLE SKIN RESURFACING TREATMENT
with minimal downtime.
s %LIMINATE CRUDE STAMPING AND GUESSWORK BY DELIVERING PRECISE MICROSCOPIC
lesions through intelligent scanning and dosage control.
Their effort culminated in the release of the Fraxel laser in 2004, which defined a
new standard for aesthetic laser treatment.
5.6.1
SECTION 5 – DESIGN SYSTEM This Fraxel Open House Invitation demonstrates glamour along with the innovation and quality
5.7 Collateral and Advertising the creative use of approved abstract of Fraxel Laser Treatment Products. To add
photography and how it successfully conveys elegance, we have allowed the use of a script
Invitation 1 the Fraxel Brand Attributes. This simple font. At no other time will another font be
communication vehicle presents a look of accepted.
Frutiger 57 Cond
11/16pt U/L case
Frutiger 65 Bold
20/24pt all caps
5.7
SECTION 5 – DESIGN SYSTEM This second example of an invitation also uses a company other than Fraxel, arrange it on
5.8 Collateral and Advertising the approved invitation script font (see previous the page far enough from away from the
page) and introduces the use of a partner Fraxel logo as to not be confused as a Fraxel
Invitation 2 Brand Logo (usually the host location for the product. No more than one partner logo will be
event). When placing a logo representing permitted per application.
5.8
SECTION 5 – DESIGN SYSTEM Online, the Fraxel brand image takes on a luxurious, confident appearance. The content
5.9 Collateral and Advertising compelling look and feel while remaining pages remain clean and very accessible, while
consistent with the Brand Identity Guidelines. the abstract images are, once again, introduced
Fraxel.com Here, portrait photography is placed on top as containers for important content and
of abstract images to present a contemporary, headline text.
5.9