Where science meets skin, the result doesn’t have to feel clinical. That’s the thinking behind The Serum, a New Zealand skincare brand brought to life through a new visual identity and art direction by London-based creative consultancy THIRD HORIZON Studios, led by Matthew Jones (formerly of Accept & Proceed and Spin).

Taking an agile approach to creative collaboration, the studio assembles bespoke teams from a global network of carefully selected talent. For The Serum, the challenge was to create a distinctive identity for a brand built around high-potency, laboratory-developed formulas. Launching with three essential products – Hyaluronic Acid, Vitamin A and Vitamin C – the brand needed to communicate scientific credibility while retaining a more human, tactile quality.

The resulting visual language explores the relationship between clinical precision and the natural complexity of human skin. Clean, data-led typography and structured layouts sit alongside warmer, organic imagery, creating a deliberate contrast that challenges familiar beauty industry conventions. The result is a confident identity that balances scientific rigour with a distinctly human sensibility.