Focus — Brand idenity
2016 — 2017
- Brand identity
- Concept development
Motivate every human being to live happy and healthy
As a creative director, Lorenz was commissioned to create a flexible identity system for Focus, a Munich-based startup on a mission to offer a wide range of personal health applications and services. The brand was build alongside Focus’ first product, Focus healthcare, which adds virtual care to the traditional in-person contact between medical practitioners and patients, ensuring the best possible care.
The visual key
„Focus on everything that stands between you and your inspired life.“ Following this mantra, Lorenz built the identity around a symbol that feels human and personal while also referring to the company's name and mission: Focus.
This symbol has become the iris, a bridge between you and your inspired life. The simple and geometric icon can be used easily to mark the company's wide range of products while distancing from traditional medical symbols.
Visual key - the iris
Dynamic visual identity system
The foundational elements of Focus’ brand, logo, color and typography, guide visual treatments and accomplish the following requirements: Bring approachability, create consistency, and allow for flexability and scalability.
Branding is the cornerstone of the visual identity and creates immediate brand recognition. The logotype is either used in black or white, providing consistency within the visual identity. Color is used exclusively on sub-brands to keep the system fresh and dynamic.
The tyface Sailec reflects our approachability and personality without losing the confident appearance. The rounded and geometric typeface also guarantees excellent legibility on all media.
