Project
Magentus
Brand identity
Empowering intelligent healthcare
Magentus, formerly Citadel Health, is a global health tech company with deep expertise across clinical systems, practice management and health informatics. Following recent acquisitions which saw a slew of organisations operating in silo, they needed to unify and restructure at scale to elevate the business as a whole and set a course for international growth.
SomeOne was engaged to develop a full-service visual & verbal brand system. As lead designer on the SomeOne project team, I had the privilege to work on: brand identity & rollout, brand guidelines, art direction, iconography, illustration, and brand guardianship.
The new brand positions Magentus as the ‘guiding light in healthcare’ with the integrated arcs in the logo forming the shape of a star. Taking visual cues from the brandmark, we then unified and restructured the brand ecosystem from the top down, developing a coherent visual framework for their ever-growing product portfolio.
In collaboration with motion artist, Alex Johnson, a suite of 3D forms were also developed with each visually expressing key attributes of Magentus’ product offering. Bathed in magenta light, whether static or in motion, full or cropped, they provide endless opportunities for brand expression.
This same ‘light’ shines through every aspect of the brand world, from photography grading and the overlap in iconography, through to the tonal approach to bespoke illustrations employed to dial up the humanity in the identity.
Details
Project
Studio
SomeOne Sydney
Creative Team
Creative Direction — Tom Dabner
Client Services — Rebecca Bosustow
Designers — Michelle Jin (Lead), Tom Dabner, Julien Bertouille
Illustration — Michelle Jin
3D Art & Motion — Alex Johnson
Awards
Transform Awards ANZ 2023
GOLD | Best naming strategy (New name)
Transform Awards ANZ 2023
GOLD | Best visual identity (Healthcare & Pharmaceuticals)
Transform Awards ANZ 2023
SILVER | Best use of a visual property