01
Audience research & strategy
Our audience research focused on Crafted Liberation’s impact. Our goal was to understand the emotional drivers behind support for this project. We identified two key personas:
- The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
- The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
These insights informed every aspect of our brand strategy, guiding the website and content creation to engage these audiences emotionally and effectively.
01
Brand design & copywriting
The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
01
Brand design & copywriting
The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
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Sun Health Clinic: Transforming an Integrative Clinic into a Performance-Driven Brand
Sun Health Clinic is a doctor-led practice redefining integrative medicine in Sydney.
Founded by Dr Veronica Sun and Dr Andrew Sun, the clinic blends Traditional Chinese Medicine (TCM) with Western medical and aesthetic treatments to create a holistic model for health, beauty and longevity.
However, the clinic’s greatest strength was also its biggest communication challenge. Sun Health sits between two worlds:
• Clinical medical practice
• Wellness and aesthetics brand
The key question was: How can wecommunicate the multiple services with clarity, builds trust and drives bookings?
Partnering with Sun Health, ReCo has been developing an evidence-based digital growth strategy and patient acquisition system, built through continuous testing, learning and refinement.
Note: This research and digital strategy informed the development of Sun Health’s website design and content system. For more details, see our Sun Health Brand, Website Design & Content System case study.
The primary goal was simple: grow the patient base.
However, with multiple services, emerging technologies and new offerings entering the market, the strategy required a structured testing approach to determine how best to allocate budget, messaging and channels.
Key objectives included:
• Build trust and clarity around Sun Health’s hybrid medical-wellness positioning
• Optimise digital channels to drive bookings and measurable ROI
• Establish systems for data collection, testing and iterative growth
• Develop scalable acquisition strategies across multiple service categories
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The collaboration established the foundation for Sun Health’s long-term growth. Key outcomes include:
• Established Sun Health’s first evidence-based digital marketing strategy
• Repositioned the clinic as a credible, modern leader in integrative wellness
• Delivered a conversion-focused website and scalable content system
• Implemented a data-driven testing framework for advertising and growth
ReCo continues to support Sun Health in building a doctor-led integrative wellness brand that bridges Eastern and Western medicine while scaling patient acquisition through digital channels.
1. Positioning drives performance
Clarifying Sun Health’s identity as a doctor-led integrative clinic created a foundation for trust, differentiation and scalable marketing.
2. Trust is the conversion lever in health marketing
In a crowded cosmetic market, medical authority and safety messaging outperform price-driven promotions.
3. Website is a booking engine
The redesigned website guides visitors through a structured journey that reduces hesitation and encourages action.
4. Track data before scaling spend
Tracking infrastructure was implemented before scaling ads, enabling measurable ROI and smarter optimisation.
5. Growth is a system
Sun Health’s strategy integrates search capture, educational content, paid social and continuous optimisation to drive sustainable growth.
End-to-end strategic support including:
• Audience research
• Digital growth strategy
• Website design and optimisation
• Branding and messaging development
• Social media content systems
• Paid advertising strategy and management
• SEO and GEO content strategy
Collaborators: Sun Health Clinic / Dr Andrew Sun, Angela Zhou
Strategy & creative direction: Danling Xiao
Website design: Jasmine Duan, Kenneth Bhasme, Richard Ma
Video content production: Ei Ei Mon
Strategy contribution: Mary Walker
Photography: Jason de Plater; Emerald Laser Australia; Aerolase Laser
Explore our work in health, wellness and sustainable brands: reco.net.au/work/health-wellness-sustainable-brands
Partner with ReCo for Sustainable Growth
We collaborate with a limited number of brands at a time. If it feels right for your business, we invite you to explore a partnership. We work with visionaries globally from our studios in Sydney, Australia.
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