Case Study
2024
Precisis
Visual identity concept development
Visual Identity
UI
Figma & Illustrator
00 PROJECT
The client tasked me with creating a comprehensive visual identity for a young startup, including all essential branding elements.
Precisis is developing technology that uses electrical stimulation to target specific areas of the brain. Using artificial intelligence, they can control the activity of brain cells. Their main achievement is EASEE®, a device that helps reduce epileptic seizures. The company is now working to expand this technology to potentially treat other conditions like depression and stroke-related issues.
01 PROBLEM
The startup itself partly adapted the visual identity created for their first product.
Precisis used a mixed visual identity partly borrowed from their first product, which led to confusion for various recipients and stakeholders of the brand across different touchpoints.
02 SOLUTION
A dedicated visual identity that is strong enough on its own and able to contain products within.
For Precisis I created a flexible visual identity system that would work across touchpoints. Based on market and competitor research in the medical field I developed a unique look that stands out and therefore creates strong brand recognition.
Logo
The concept of the logo is inspired from the physical product which precisis developed. The construction is made with golden ratio circles.
Color Palette
Precisis stands out in the medical field through its modern color palette, characterized by bright and fresh tones. To achieve consistent brightness across different hues, I developed the palette using the OKLAB color space, which ensures uniform luminosity across hues.
Typography
I selected a typeface that balances clarity with distinctive character, ensuring multilingual compatibility to support Precisis’s future global expansion.
Website
As a test drive for the new visualy identity I created a website concept to develop the visual language further.
Dynamic Element
Blurred gradient shapes work as flexible design elements that can adapt across different formats while keeping the brand identity and visual language. They can be arranged and animated in various ways, adding a dynamic element to the brand’s appearance.
Exhibition Stand
Precisis was in need of a new exhibition stand for an upcoming event. I created a 3D-Model of the stand to showcase my visual concept to the client.
3d Rendering
FInal product
03 CHALLENGES
Visual Identity function
Precisis was in need of a visual identity that would be recognizable on it’s own but also function as a container for various products with their own visual identities.
Visual volume
The design had to be adjustable to step back or step forward – depending on the context.
Various Stakeholder
The design needed to connect with a diverse audience, from patients to sales teams and investors, ensuring clear communication across all stakeholder groups.
04 EFFECT
Key Features
Unique Identity in the field
Works as standalone and as a container for products with own visual identity
Generative components
Flexible visual system adapts to new business needs
Adjustable visual volume
Setup for future markets
05 CONCLUSION
Wrap up
The project began with a collaborative workshop to align expectations and requirements, quickly moving to practical applications like the exhibition stand. My limited experience in the medical sector proved beneficial, enabling an unbiased approach to industry conventions.
While the diverse stakeholder spectrum initially seemed daunting, it inspired a design system that balances creative freedom with clear communication – making this project both challenging and rewarding.
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