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Brand Building

CoolSculpting: Launching a new dimension in body contouring. Say hello to CoolTone.

Campaign | Design | Experience

Project Details

Project Name

CoolTone Launch


Medical Aesthetics


Pleasanton, CA

First, there was fat. Now there’s muscle. CoolSculpting asked Hyperquake to help create and execute their first new product launch for the brand in over 10 years.

Medical aesthetic practices are always looking for new ways to help patients reach their goals, CoolSculpting helps them achieve this through their portfolio of offerings. First, CoolSculpting created the category of noninvasive fat reduction. Now, they are expanding their offerings with the launch of CoolTone, a new dimension in body contouring improving muscle strength and tone—a high-tech way to get you closer to the abs you’ve always wanted. And they asked us to help them do it.

Our work spanned the entire brand experience: helping frame, position, and launch Cooltone as a portfolio extension to CoolSculpting. We flexed our own strategic and creative muscles to help them bring this new brand and product to life by taking practices further and inspiring patient transformations—fat first (CoolSculpting), muscle second (CoolTone).

While the industrial design was led with R&D and partner agency PDR in the UK, we were digging into patient and physician insights, understanding the competitive landscape, and helping frame the new challenges and opportunities. We handled naming, launch strategy, branding, and all design materials for in-market activation including product photoshoots, interface design, key visuals, content and copy, a mode of action video to help drive an understanding of the technology in partnership with Vessel Studios, packaging, campaign materials, brand standards, and all in-market collateral for launch.


Our Role

  • Aspirational Consumer Development
  • Brand Development
  • Brand Identity
  • Brand/Business Architecture
  • Brand/Business Strategy
  • Campaign/Activation
  • Content Strategy and Development
  • Design
  • Live Event/Activation
  • Naming
  • Photography
  • Positioning and Narrative
  • Storyline and Customer Journey
  • Trends and Category Insights
  • Video


  • PDR
  • Vessel Studios
  • Blackthorne Studio
  • Adam Leigh-Manuell Photography
  • Rachel Kirkwood
  • Iacono Productions
  • Second Look Proofing


“I have trusted Hyperquake for years to help me disrupt markets with new products and brand stories. Strategically and creatively, they are an invaluable part of our team.”

Claire Sears, Executive Director Marketing and Head of Innovation, Allergan, Body Contouring